What should I comment on this analyses statingsomething positive, an additional point that they missed, and a reading that they could refer to and the reason?

Keller and Swaminathan (2020) state that for retailers "you are what you sell," in which the retailer's image and positioning established by the brands those are selling in the retail store. Due to the nature of the retail industry, retailers continually seeking for a new way to expand their customer base (Kahn & McAlister cited in Koschmann & Isaac 2018). Koschmann and Isaac (2018) point out that for an existing retailer, introducing a new store format often involves differentiating their marketing mix elements, to appeal to a new segment. Keller and Swaminathan (2020) identify price image is one of the features that construct a retailer's brand image, and it is one of the approaches that retailers used to achieve this goal (Koschmann & Isaac 2018). Same as the pleasantness and taste intensity can be modulated by price (Plassmann et al. 2008), it can also influence customers' preference of retailers. Moreover, different store formats vary considerably in their pricing and value positioning; in particular,price image influences expected product prices and store choice (Koschmann & Isaac 2018). Chang and Wang (2014) conclude that an overall store price image influences repurchase intentions in retail settings, and the effects vary between discount and department stores. Among those elements, price differences is an easy one to be observed and quantified (Koschmann & Isaac 2018). As mentioned above, "bargain oriented customers" are Myer's new customer segments, which have a quite distinctive characteristic from the old customers they try to persevere. By creating a unique and attractive brand, retailers can generate more profit (Keller and Swaminathan 2020), yet Myer's approach makes the "reason why" consumers should buy the brand confused.