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Company:__Anthropologie Consumer Profile 1. Demographics: Educated and affluent women “…tailors its merchandise and inviting store environment to sophisticated and contemporary women aged 30-45” (URBN Annual Report, 2011, para. 5).
a. Age Range:
i. Primary Target Market: 30-45 year old women (URBN Annual Report, 2011, para. 5).
ii. Secondary Target Market: 20-30 & 46-50 year old women b. Gender: Female c. Marital Status: (single, married, divorced, living with partner, etc): All of the above d. Income Level: middle and above i. Personal Income: $50,000+ e. Career:
i. Career Focus & Title: management positions, teachers, nurses, lawyers, businesswomen “We seek to select price points for our merchandise that are consistent with the spending patterns of our target customers. As such, our stores carry merchandise at a wide array of price points that may vary considerably within product categories” (URBN Annual Report, 2011, para. 13). ii. Career Goal(s):
2. Psychographics: “…focused on family, home, and career” (URBN Annual Report, 2011, para. 5).
a. Fashion Taste: “unique and eclectic product assortment” (URBN Annual Report, 2011, para. 5).
b. Fashion Cycle (Innovator, Early Adopter, Early Majority, Late Majority, Laggards): Early Adopter - Late Majority c. Social Affiliations: wine, dinner, or book club, family activities, nonprofits d. Leisure Activities/Hobbies: art, family, decorating 3. How does the retailer get the consumer to buy their product? “Dynamic visual merchandising and display techniques”, eclectic merchandise, “offering foreign and domestic vendors, national and private-label brands, and continuously updating merchandise to appeal to the consumer’s changing tastes” (URBN Annual Report, 2011, para. 11). 4. What marketing strategies are used? Catalogs and website, email campaigns, visual displays “We believe that highly visible store locations, creative store design, broad merchandise selection and visual presentation are key enticements for customers to enter and explore our stores and buy merchandise. Consequently, we rely on these factors, as well as the brand recognition created by our direct marketing activities, to draw customers into our stores, rather than on traditional forms of advertising such as print, radio and television media. Marketing activities for each of our retail concepts include special event promotions and a variety of public relations activities designed to create community awareness of our stores and products” (URBN Annual Report, 2011, para. 20).
5. Where is the retailer located? (malls, specialty shops, kiosks, catalog, home shopping, online, etc): E-tailer and malls Reference Urban Outfitters Inc. (2002). Annual Report. Retrieved from http://sec.edgar- online.com/urban-outfitters-inc/10-k405-annual-report-regulation-s-k-item- 405/2002/03/22/Section2.aspx Company:__Vans____________________________ Consumer Profile 6. Demographics: any ethnicity a. Age Range: Gen Y, school aged i. Primary Target Market: 10 to 24 year old ii. Secondary Target Market: parents of the primary target market b. Gender: Boys and girls c. Marital Status: (single, married, divorced, living with partner, etc): primarily single or in a relationship d. Income Level: all economic classes i. Personal Income: based on allowance, parents income, or middle class salary e. Career: primarily students, young professionals, may be working part time jobs i. Career Focus & Title: ii. Career Goal(s):
7. Psychographics: “…enthusiasts and emulators of the Core Sports culture”, some consider this group rebellious, active lifestyle a. Fashion Taste: Core sports inspired clothing b. Fashion Cycle (Innovator, Early Adopter, Early Majority, Late Majority, Laggards): Early Majority - Laggards c. Social Affiliations: core sports, skateparks d. Leisure Activities/Hobbies: skateboarding, snowboarding, surfing, wakeboarding, BMX riding and motocross… music festivals 8. How does the retailer get the consumer to buy their product? Using the marketing strategies mentioned below in Q4. Offers the brands at many retailers at an affordable price. “ Key accounts in the U.S. include Journeys, Pacific Sunwear, Footlocker, Famous Footwear, Kohl’s, Mervyn’s, JC Penney, Gart’s and Nordstrom (Vans Inc Annual Report, 2002, para. 2).
9. What marketing strategies are used? “ We have implemented a unique marketing plan to reach our customers through multiple points of contact which include Core Sports entertainment events and venues, such as the VANS Triple Crown Series, the VANS Warped Tour, VANS skateparks and the VANS High Cascade Snowboard Camp, sponsoring over 600 professional and amateur athletes, as well as advertising in targeted print and television media” (Vans Inc Annual Report, 2002, para. 1). The website has “engaging value-added content that invites users to linger over video broadcasts, information and interviews with its endorsees, and breakdowns of sporting events” (Schafell, 2008, para. 7). Myspace, Facebook 10. Where is the retailer located? (malls, specialty shops, kiosks, catalog, home shopping, online, etc): Malls, internet References Schafell, V.M. (2008, February 8). Vans ramped. Brand Channel, Retrieved from http://www.brandchannel.com/features_webwatch.asp?ww_id=368 Vans, Inc. (2002). Annual Report. Retrieved from http://sec.edgar-online.com/vans-inc/10-k-annual-report/2002/08/28/section2.aspx Company:__Forever 21_______ Consumer Profile 11. Demographics: any ethnicity, young, Gen Y a. Age Range:
i. Primary Target Market: teens and twenty somethings (Pfaff, 2011, para.
1).
ii. Secondary Target Market: b. Gender: primarily girls, but includes boys c. Marital Status: (single, married, divorced, living with partner, etc): primarily single or in a relationship d. Income Level: all economic classes ($0+) i. Personal Income: based on allowance, parents income, or middle class salary e. Career: primarily students, young professionals, may be working part time jobs i. Career Focus & Title: ii. Career Goal(s):
12. Psychographics: “fashion savvy with a small wallet” (Pfaff, 2001,para. 1) a. Fashion Taste: high fashion, trendy, celebrity emulator b. Fashion Cycle (Innovator, Early Adopter, Early Majority, Late Majority, Laggards): Innovative-Late Majority c. Social Affiliations: d. Leisure Activities/Hobbies: 13. How does the retailer get the consumer to buy their product? “It’s fun, it’s affordable, and it’s always changing. We keep our inventory extremely fresh, keep attuned to what’s in the market and see what the fashion people are wearing. And we make sure that it’s appropriately priced to meet the pocketbook of an average teen-ager or 21-year-old” (Pfaff, 2001, para. 2 & 3).
14. What marketing strategies are used? Visual displays, high fashion for a low price, disposable clothes, internet 15. Where is the retailer located? (malls, specialty shops, kiosks, catalog, home shopping, online, etc): Malls, internet References Pfaff, K. (2011). Forever 21 offers juniors high fashion at low prices. Retailing Today, Retrieved from http://www.icsc.org/srch/sct/sct0302/page35.php
