Support the recommendations made for Reformation through a pricing strategy for internal and external orientation steps for setting the price, culminating a final price, and any necessary adjustments needed.

Recommendations:

1. Revamp product selections to include a larger variety of plus-sized dresses within 1-2 years.
2. Update existing website to include extended sizes listed with the regular sizes instead of separated into its own category.

Internal/External Steps:

1. Company Objectives - Minimum price (the floor)
2. Customer Expected Price - Maximum Price (the ceiling)
3. Company Costs - Minimum price (the floor)
4. Competition Prices - Maximum Price (the ceiling)

References:

https://www.acrwebsite.org/volumes/6320/volumes/v11/NA-11>

Sustainable practices. (n.d.). Retrieved from https://www.thereformation.com/pages/sustainablepractices

Sustainability at Reformation - Sustainability report. (n.d.). Retrieved from https://www.thereformation.com/pages/sustainability-at-reformation

https://www.statista.com/statistics/1008404/share-of-consumers-who-prefer-apparel-from-environmentally-friendly-brands-worldwide/#:~:text=In%202018%2C%2072%20percent%20of,clothing%20from%20environmentally%20friendly%20brands.

https://my-ibisworld-com.proxy.lib.pdx.edu/us/en/iexpert-specialized/od5097/iexpert#industry-structure