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assortment strategies

Definition:
Retail assortments may be varied according to two major characteristics: width and depth. The width of the assortment (or range) describes the number of different product categories which are represented in the assortment while the depth refers to the number of varieties, colours, or sizes represented in each category. The depth and width are determined by the marketing strategy being used by the retailer.

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [A. J. Brown and Michael J. Baker], [1998].