PacSun Store Analysis

Accurate details of a target audience can only be obtained by means of credible market research practices. However, inferences and assumptions can be made beforehand to aid any research. Some of the demographic characteristics of the Billabong target audience are, as mentioned previously, males and females between the ages of around 12 - 35 (although advertising is usually specific to one particular gender as seen in the example of Appendix A). Such individuals are predominantly situated in coastal regions where the beach/surf/sun culture thrives (as clearly demonstrated in Appendix A), although there are significant deviations from this trend especially in recent times with such a broad, climate and geographically unbiased product range spanning some 2200 lines in Australia alone (Billabong International 2004). Economic factors can sometimes play a role in defining a target but in this case the audience is not necessarily limited to any specific economic traits; for example, income brackets are not easily defined for consumers as Billabong International offers such a variety of products satisfying both functional lifestyle needs and fashion influenced desires, hence the user's likelihood of purchasing is expected to be more dependant on the psychographic factors of

For this growing population, we can track the merchandises and find out what kind of items the customers spend money on. We gather the data and analyze the pattern and what style the customer is looking for. We send e-mails to the customers when getting new items that fit the customer’s dress preference with style suggestions.

The potential consumer target markets fall into two categories; the segments will be referred to as “Suburban Select” and “Young & Active”.

For the company to ensures success in its operations there is need to cultivate customer loyalty and facilitate efficient supplies, differentiator linkage between operations and buyers must be put in place. This will be facilitated through some ways. To cater for customer needs the company will have to ensure it adopts a competitive pricing strategy against the existing competitors and new entrants in the market. The company has a lean pricing policy and to take advantage of its off- price apparel strategy. The customer’s loyalty has to be sustained through the low prices they enjoy

LFL targeted the 18-34 year-old active female. According to management, this woman was active in sports, fitness and family life. The 12-17 year-old teen female represented an important secondary market. Management believed that sales occurred across broad age segments, and thus considered the LFL customer to be “ageless”.

This research is written to explore the consumer behaviours associated with fashion purchasing and help the manager understand what drives consumers to buy fashion products so as to determine the campaign strategy. The study proposes to investigate the people perceive what is fashion or unfashion and discover the possible relationship between different factors and the consumers’ willingness toward fashion. These factors include the effects of brand, the influences of mass media and social network, various shopping places. Surprisingly, the different attitude between different genders toward fashion is considered as an essential factor for people to engage in fashion purchasing.

Today’s marketer must take into consideration many generational differences when considering a marketing strategy for a product. Most products are intended for a massive audience, requiring the marketer to utilize an integrated marketing scheme to encompass all generations.

The Canadian Apparel Federation is facing numerous challenges as the apparel industry is very competitive and consumer tastes and preferences are constantly changing. Our study will present some of the major trends developing in the apparel industry and what companies can do to capitalize on the market and distinguish themselves from the competitors.

Our consumers’ perception of the brand, J.Crew, usually entails the style they advertise in commercials and television. J.Crew can be seen as a style with practical women in finely cut business suits and overcoats. When most people visualize the company they visualize classy and professional clothing. The problem is they are not seen as the standard, like Gap, for instance, they lack the basic necessities to attract young college students. J.Crew just wants to maintain its professional status, but attract a younger crowd who are establishing their position in the real world applying and interview for jobs. When walking into the store, consumers see bright lights and a variety of fabrics and styles. The dresses range from simple around the house to dressy date-night dresses. The one-thing consumers’ can expect to see when entering J. Crew is the variety of clothing. Consumers’ can perceive clothing brands based on what they see on

The campaigns’ target market ranges from ages 18 - 24 both men and women who are pursuing active lifestyle while attending college. Our market includes extreme sports enthusiasts with great athletic ability to pursue their passion. They are outdoor lovers, mainly interested in summer sports activities. Free spirits and passions for surfing is a must. Our target market generally lives of low income, but that does not matter because the lower the income the more passion and talent out there. The campaign will take place in California cities; Sacramento, Fresno and Bakersfield.

Next, we will discuss the target market and provide a rationale for this target market. “Target Marketing is a process of evaluating each market segments overall attractiveness and selecting one or more segments to enter” (Kotler and Armstrong, 2006). Our first target market that we have been marketing to already is that of college students (i.e. males and females between ages 18 – 22). Since we originally started on a college campus, we want to continue to market to them. Also, our other target market is to young adults (males and females 23-29). We chose these target markets specifically for this age group because college students and the young working class find this type of environment inviting and appealing. By adding another market (young adults between ages 23-29), we plan to expand our customer base, and as a result earn more revenue.

Consumers are very crucial stakeholders in any profit-making business. However, their value, to the enterprise, depends on the extent of the company’s perception of the consumers. The size of the market defines the level of revenues that a company can earn. Furthermore, every business targets at expanding its market so as to realize both short-term and long-term benefits. This analogy initiates the need for a market plan for a company besides execution of the enterprise’s consumers and their buying demeanor. This research paper focuses on providing a concise description of a business and its customers. The subject business is a creative firm – “Fit Fashion Designers (FFD)” Company.

This paper will look at the chosen area of decision making, which was the Target Segment. This required the analysis of the different target segments available when marketing a backpack in a virtual game (MH Practise, 2016). The target segment, also known as the market segmentation, is a similar group of customers to whom a company wants to appeal to (Lamb, 2016). The purpose of market segmentation is to enable the marketer to tailor to the marketing mix. This will allow the company to ultimately cover various segments in a market. There are numerous ways to segment a market. This can be done through demographic, physiographic, geographic and behavioural segmentations (Pewa, 2016). Throughout the report the target segments

There Is a similar relation among the clothes. Several customers shop there based on the quality and prices as well as the features associated with the products. An advantage of the store is that it has a wide product mix and various offering in different categories and all these can be located at one place. This attracts a wide variety of customers. In line with their positioning of offering quality, trendy products, the brand is consistently updating its product line. The brand does not focus on innovation but rather on always leading trends. In relation to the product life cycle, clothing has a short life span from the first to last stage as tastes change easily. For this reason, it is important to constantly anticipate consumer tastes and preferences prior to launching a product so as to retain and possibly build customers loyalty. It is also necessary to develop a successful marketing strategy to display product offerings.

Customers can make different judgements as regards a brand. Customers put together imagery and the different brand performance to make the judgement (Lane Keller, 2011).