This is the time of a lot of developments for the retail industry... unfortunately there does not seem to be good news. In class and in the media we are bombarded by the disheartening tales of retail chains and factories closing. The tight budgets of American citizens have left the global economy reeling.
In times like these it is very hard to find the silver lining. The big story on the news and in the magazines tends to concentrate on the tragedy of any situation, and not the positive change that it may cause. I believe that these hard times will force retailers to reevaluate their products and services. I have noticed, at times, when shopping for big purchases I do not receive the customer service that I believe that purchase deserves. For example, I found shopping for my wedding dress to be a nightmarish experience. I didn't go to places like David's Bridal... I went to several boutiques in Georgetown just outside of DC. I was trying on couture dresses and felt like the people working in the boutiques had the enthusiasm of a Wal-Mart cashier. More competition usually spurs better customer service.
Also, in my RCS class we were talking about Brooks Brothers and their databasing methods to aid in suggestive selling. I think that is a brilliant concept. People who work in the store that I visit are going to have more inventory knowledge than I can obtain during my occasional walk-thrus. It is nice to think that they can pull up my buying history and point me toward the perfect new addition to my wardrobe.
Thursday, February 26, 2009
Sunday, February 15, 2009
Target Audiences and VALS Types
Target Audiences... What are they? Is it just another way that the business world stereotypes people, or is it a very useful tool to the world of marketing? Our class last Tuesday made me think about the answer to this question.
My month (may) had the retail chain HOT TOPIC. We had a lot of fun and laughs inventing Josh. I have to admit that my personal feeling very much influenced what I thought about the target customer. My stepbrother-in-law (wow that is a mouthful) is a worshiper of that retailer and a very unique person. When we were talking about our minimum wage earning wannabe rocker I couldn't help smiling to myself and seeing Jessie's face. I feel badly about seeming so cruel, and there were obviously some people in class that took offense... BUT I also couldn't shake the feeling that there was a larger reason than just my pseudo brother that made me believe we had hit the nail on the head. I mean really, a lot of people in class laughed when our group presented our theory. That laughing is a for of recognition. It meant that more people in the class saw their own Jessie than not. Now we come full circle to the question. Is it a val led tool or just another way to discriminate?
Stores like HOT TOPIC, Ann Taylor, and brands like David Yurman seem to use it pretty effectively in their favor. David Yurman, seriously, there is a very select audience who would be willing to pay that much for sterling silver. I referred to my good friend Wikipedia to get a basic definition for target audiences. Wiki says, "A target audience can be people of a certain age group, gender, marital status, etc. (ex: teenagers, females, single people, etc.) A certain combination, like men from twenty to thirty is often a target audience."
My month (may) had the retail chain HOT TOPIC. We had a lot of fun and laughs inventing Josh. I have to admit that my personal feeling very much influenced what I thought about the target customer. My stepbrother-in-law (wow that is a mouthful) is a worshiper of that retailer and a very unique person. When we were talking about our minimum wage earning wannabe rocker I couldn't help smiling to myself and seeing Jessie's face. I feel badly about seeming so cruel, and there were obviously some people in class that took offense... BUT I also couldn't shake the feeling that there was a larger reason than just my pseudo brother that made me believe we had hit the nail on the head. I mean really, a lot of people in class laughed when our group presented our theory. That laughing is a for of recognition. It meant that more people in the class saw their own Jessie than not. Now we come full circle to the question. Is it a val led tool or just another way to discriminate?
Stores like HOT TOPIC, Ann Taylor, and brands like David Yurman seem to use it pretty effectively in their favor. David Yurman, seriously, there is a very select audience who would be willing to pay that much for sterling silver. I referred to my good friend Wikipedia to get a basic definition for target audiences. Wiki says, "A target audience can be people of a certain age group, gender, marital status, etc. (ex: teenagers, females, single people, etc.) A certain combination, like men from twenty to thirty is often a target audience."
Sunday, February 8, 2009
A little about my favorite retailer...
I was sick last week when the blog was due, and did not get it in on time. I guess I should start by naming my favorite retailer. It would have to be BCBG Max Azria.
Max Azria started the fashion house of BCBG because he wanted to create something that "spoke to the modern women". He first launched his work in the United States on the runways of New York for Fall Fashion Week in 1996. Since that time he has used his incredible combination of creative genius, innovation, and business savy to further the brand. He designes everything from ready to wear to beautiful gowns that grace red carpets on the bodies of the hottest Hollywood starlets. His more that 150 retail outlets in the US, Asia, and Paris carry modern high fashion apparel at prices that people can afford.
It is very easy to find information about Max Azria's designs and the influence that he has had on the industry, but it is much harder to find things about Max Azria the man. He was born in Tunisia and move to Paris as a young teenager. He had an interest in acting and studied it for sometime. It is probably then that he developed his appreciation of Audrey Hepburn. He sites her as being one of his design influences. He loved her "chic, clean, sophisticated style". His second greatest influence is the city of Los Angles.
He started his first line for BCBG with very few pieces. He had a few baby doll dresses and some cashmere sweaters that were successful. From that humble beginning he proceeded to use his well honed business sense to build an impressive brand. He has expanded into footwear, swimwear, eye wear, accessories, leather goods, and sportswear... just to name a few. He is a master at product placement. He always has his designs on the right tv shows and the right stars.
Having dropped out of school to pursue his dream... it kind of makes you wonder... are some people just born with the right stuff??
Max Azria started the fashion house of BCBG because he wanted to create something that "spoke to the modern women". He first launched his work in the United States on the runways of New York for Fall Fashion Week in 1996. Since that time he has used his incredible combination of creative genius, innovation, and business savy to further the brand. He designes everything from ready to wear to beautiful gowns that grace red carpets on the bodies of the hottest Hollywood starlets. His more that 150 retail outlets in the US, Asia, and Paris carry modern high fashion apparel at prices that people can afford.
It is very easy to find information about Max Azria's designs and the influence that he has had on the industry, but it is much harder to find things about Max Azria the man. He was born in Tunisia and move to Paris as a young teenager. He had an interest in acting and studied it for sometime. It is probably then that he developed his appreciation of Audrey Hepburn. He sites her as being one of his design influences. He loved her "chic, clean, sophisticated style". His second greatest influence is the city of Los Angles.
He started his first line for BCBG with very few pieces. He had a few baby doll dresses and some cashmere sweaters that were successful. From that humble beginning he proceeded to use his well honed business sense to build an impressive brand. He has expanded into footwear, swimwear, eye wear, accessories, leather goods, and sportswear... just to name a few. He is a master at product placement. He always has his designs on the right tv shows and the right stars.
Having dropped out of school to pursue his dream... it kind of makes you wonder... are some people just born with the right stuff??
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