Professional Documents
Culture Documents
Sales Results
Target Market
Our target market includes women ages 35 to 45. According to the VALS characteristics,
our customer would be classified as an innovator (60%) or a thinker (30%). Being an innovator
means this particular customer is complex, involved, proactive and sophisticated. They have a
high self-esteem and are willing to take calculated risks. They have good interpersonal skills,
global perspectives, abstract thinkers and understand nuance and complexity. Innovators are also
among the most likely to be business and government leaders. These individuals are successful
with an upscale taste which is justified by their high income. These women are also very brand
conscious and are willing to pay more for a brand name.
Perrys Department store locations are limited to the Mid-Atlantic region of the United
States. The highest percent of innovators in the counties of Virginia are Arlington County,
however the city of Mclean has a higher percent of innovators. Montgomery County has the
highest percent of innovators in Maryland, however the city of Chevy Chase has the highest
overall percent of innovators.
Thinkers tend to be mature, comfortable, and tend to be well educated. They favor
durability and value in products and actively seek out information in the buying decision-making
process while shopping in the Womens section. With thinkers, they are more concerned with
buying high quality products than a cheap price. durability is more one of the most important
aspects to them when it comes to shopping for Womens clothing. Since these people tend to be
well educated, they are interested in knowing where the products are coming from and what they
are made out of. They are very motivated by their ideals and have a broad worldview which
makes them more open to new trends and styles. Thinkers households have the highest net
worth because they are responsible, organized planners, anticipate needs, and save for the future.
Innovators are most likely to be in a career field that involved them being leaders and are
also social people with a strong work ethic. They are very cultured attending many art and sports
events, however they also entertain at home. They stay up to date with news and gather this
information from a variety of new and old news sources. 96% have a bachelors or postgraduate
degree, 75% are employed, 47% are women, 60% are married, and 32% have kids.
Thinkers are confident, conservative, informed, and responsible. They are intellectually
curious but slow to change. They balance work, family, and personal time to achieve a
considered quality of life. 78% have a bachelor's or postgraduate degree, 28% are retired, 50%
are women, 71% are married, and 87% have kids.
Classificatio Subclassification
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All of our styles come in small (35%), medium (35%), and large (30%). Since our most
popular sizes are small and medium we tend to carry a little more of those sizes than we do size
large. Since our target market prefers to compare prices and quality of pieces we decided to
include a wide range of prices in our department. Some of our most expensive pieces include
dresses, coats, jackets, and pant which are high quality items that sell well to our target market.
They are items that can be easily transitioned from office to night and for this reason, our
consumer is willing to pay more for them. Some of our most inexpensive items include cap
sleeve tees, spaghetti strap dresses, activewear, and pajamas. These items are marked lower
because they cannot be transitioned from day to night and are only worn at certain times of the
day. For example, activewear is usually only worn at home or while working out for an hour a
day and pajamas are only worn at night. We marked the spaghetti strap dress a little lower to
give a cheaper dress option to our consumer.
Our garments are offered in a wide variety of fabrications depending on style and price
point. Our sweaters and one suit jacket are made from cashmere and wool which is why they are
some of the most expensive items we carry. The majority of our stock is either cotton or
polyester. Our button up shirts are carried in cotton, polyester, and a blend of the two. Other
cotton garments include our jeans, with both styles being offered in 100% cotton and
cotton/spandex blend, hoodie, cap sleeve shirt, raglan long sleeved shirt, a couple of our dresses,
leotard, both of our outerwear options, all sleepwear, and finally both of our skirts. . Jeans with a
spandex blend are popular among our consumers because they stretch which make them more
comfortable and easy to swear for an entire day. Our polyester items include our button up and
wrap shirts, cardigan, hoodie, suit jacket, jumper, and several activewear pieces. We decided to
offer several polyester options because polyester has a different feel and looks different from
cotton. We were also able to offer the same garment at different price points. We wanted to
appeal to both types of consumers. Besides cotton and polyester, we also offered viscose, nylon,
and spandex dresses, nylon outerwear, acrylic wrap shirt, and an acrylic cardigan.
As you can see, having a variety of fabrics was very important to us. We wanted to be
able to offer our consumers several options because we know that they like to compare options
and choose quality of price in most cases. Another reason why this was so important is because
our consumers live in a variety of climates even though they all are in the Mid-Atlantic region. It
is a large region and several states experience drastically different temperatures throughout the
year.
Our color assortment is broken up into five different categories including neutral,
primary, pastel, fall neutral, and seasonal. These categories cover a wide spectrum of color. Our
neutral category, white, black, brown, gray, khaki, and navy is estimated to be the most popular
among our target market. Since the majority of them are career women, we know that they will
need items that can be worn in the workplace and that can be mixed and matched with more
trendy pieces.Our neutral pieces are some of the highest quality so that they will last for years to
come.
Yellow Yellow
Olive
Accessories-
activewear,
dresswear,
knit tops,
Cap sleeve-white, black, gray navy
outerwear,
Pants/skirts,
sleepwear
Sweaters
Cardigans-white,blue, yellow olive, black, Navy
Turtle neck- blue, yellow, black, 1 gray ,1 navy