Case study 22 Cherirose

The editor of Cheri-Rose, a women's fashion magazine, has approached you about undertaking some research on behalf of the magazine. The magazine has not been successful in attracting handbag manufacturers as advertisers. On the occasions when it has approached the manufacturers it has been told that ladies' outfitters are a rapidly declining segment of the handbag market and since Cheri-Rose appeals primarily to women who buy from those particular outlets the handbag manufacturers argue that the magazine is not a good vehicle for their advertising.

The editor thinks that a survey of women's outfitters will show that these kinds of outlet are not, in fact, declining in terms of their importance as outlets for women's accessories - including handbags.

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