Branding: Brand in the news - Argos

It would be easy to draw a comparison between Argos and Woolworths, which has just gone into administration at the grand old age of 99.

They have roughly the same number of stores, both employ about 34,000 staff, and they share a 'jack of all trades' positioning.

The key difference, of course, is that Woolworths has gone under whereas Argos has not.

Consolidating its value proposition by buying the Bush and Alba brands is a clever strategy. Value retailers are doing well - just look at Primark and Peacocks. Argos is perceived by consumers as a discounter. Its spartan store experience adds to the 'value' perception; its customers know what to expect and are in-store for only a short time.

Of course, emotion has a part to play, too. The British public will miss Woolworths. Similarly, Christmas wouldn't be Christmas without the big Argos catalogue. It has become part of our retail heritage.

I'm confident Argos will have a strong seasonal trading period this year, bucking the high street trend, and will be with us for years to come.


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