Market Research and Trend Analysis: It all starts with deep market research, analyzing global trends in baby clothing, consumer preferences, and competitive offerings. This research informed the buying strategy, ensuring that the selected products were both trendy and aligned with the South African market's unique needs.

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Sourcing and Procurement: Drawing on a broad base of experience and a global network of suppliers, the next step involved globe-trotting to source high-quality, cost-effective baby clothing. This phase focused on ethical sourcing practices, ensuring that all products met stringent quality standards and were produced under fair working conditions.  pH endeavored to promote sustainability by advocating for locally sourced and manufactured clothing options.

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Pricing Strategy: A competitive pricing strategy was developed, balancing quality and affordability. This strategy was crucial in positioning Ackermans and Clicks as go-to destinations for baby clothing, catering to a price-sensitive market without compromising on quality.

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Marketing and Brand Positioning: Innovative marketing strategies were employed to highlight the new baby clothing ranges. This included targeted online and offline campaigns, leveraging social media, and engaging with key influencers to create buzz around the brands' offerings. 

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As part of the targeted marketing campaigns, Penny Hall from pH represented The Baby Company on eTV’s programme "Great Expectations" for new mothers, solidifying Ackermans' commitment to meeting the needs of its target market.

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Store Layout Optimization: The in-store Clicks experience was reimagined, with a focus on creating inviting baby clothing sections that enhance the shopping experience. National store visits for store layouts were executed, strategically to showcase the new ranges, making it easier for customers to navigate the selections and make purchases.