Leonida Profile
ZIP is where the Leonida middle market shops. Not because it is the most exciting option. Because it is the option that is always there, always stocked, and never requires a decision about whether the purchase is appropriate. ZIP clothes are appropriate. That is the product promise and it has not changed.
The store format is large. Wide aisles, clear sections by category, a sale rail that is always operational and always contains items that are still good. The sale rail is the most important piece of furniture in any ZIP location. The people shopping from it are the core customer.
Vice City ZIP stores stock a coastal version of the inventory that differs slightly from the Vice County suburban locations. More linen in Vice City. More outerwear in Vice County. The brand adapts the stock without changing the price architecture. This is the correct approach for a retailer covering a state with the geographic range Leonida covers.