We talk about a short range when the range includes only a few products. The quantity of products offered to consumers is therefore limited. These few products meet the specific needs of a specific target segment. Creating a short range has several advantages: it allows the brand to minimize manufacturing costs as well as commercial and storage management costs. Offering a short range also allows the brand to focus and better target its marketing actions.
However, this marketing strategy has some disadvantages: the brand only targets a specific segment and neglects other market segments. The latter will then inevitably turn to the competition. The brand is therefore more vulnerable than its competitors. Moreover, concentrating sales on a very limited number of products can be particularly risky.