Target Audience and VALS survey

I feel that the Target Audience of retail stores are very critical in the long term success, and even failure, of the store as a whole. This can be created in many different ways depending on what you are specifically looking for. The image can be collected by just a few simple characteristics, or even many attributes can be involved in the outcome. Some examples could be, if it is for a young and trendy audience, maybe use bright colors, good music, and an appropriate atmosphere for that particular group. This can be the same for even a more sophisticated, expensive store; just make sure it fits the needs in the right manner for the specific audience. A key component for the target audience that many have most likely heard before is: location, location, location!

By visiting the VALS website, along with the survey, I was able to read more in depth as to how and why people go about things, and purchase things the way they do. My specific survey outcome was pretty accurate with the discription I received afterward. It said that I was both an Achiever and an Experiencer. The Achiever, which was my top ranking, was correct because it stated that I was motivated by my achievement. As it also states, I am goal oriented and my life is structured around my family and friends, with my faith(worship) always there to guide me. My image is very important to me, not to be cool, however more in the lines of what it means to me and the more positive my image, the better I feel about myself and my confidence. My second ranking was an Experiencer. One way I am motived is by self expression. I tend to express myself through my clothing because it is a fun way to show who I am as a person, while feeling confident at the same time. I do spend quite a bit of my money on fashion, however If thats what makes me feel good, then that is how my money should be spent. Everyone should spend money/time on themselves however they choose because it is a stress reliever, and everyone needs that from time to time. I love being different and trying new things as it states, but I also like to be different with some of my choices. Of course I purchase some true classics which everyone should invest in, like staple wardrobe pieces. I also follow trends, but to an extent. I always put my own twist to it because I am my own person and my clothing style should show that.

I do feel that this website, at least for me, was accurate because most things it stated about me were true as a whole. This definately relates to our class discussions and activities done this week because it shows our personal goals from the categories talked about in class. We, as students and individuals, are part of target audiences so it is definantly relavent to us. The website was relavent because it shows us more distinctively how we as human beings, and consumers tend to shop.

Favorite Retailer's History: Banana Republic

Banana Republic and J. Crew are my two favorite retailers, as mentioned in my preveious blog. I decided to focus on Banana Republic for this blog because after researching I discovered its very interesting history, and its tremendous growth over the years.

Banana Republic orginally began in 1978, and was created by husband and wife Patricia and Mel Ziegler. Mel purchased a British Burma jacket, which Patricia wanted to put her own special twist on. She wanted to minimize its military look to inturn show off how sensible and comfortable it would be as an everyday garment. They recieved many complements from friends and family. This encouraged and inspired them to create the first Banana Republic in 1978, in San Fransisco, as a Travel and Safari Clothing Company. Banana Republic was mainly an outdoor store from 1978-1983, and mainly appealed to the 25-44 year old fashion community.

In 1983, Banana Republic and and Gap, which was originally founded in 1969, decided to combine forces and begin their "casual luxury" line and journey. In 1988, Gap got a new management team which changed the traditional khaki style, to include more casual, cruiseline, and bright colored apperal. In the early 1990s, the chain expanded to 162 stores nationwide. New lines were added to include variety such as sleepwear, accessories, and more men and women office options. Old Navy was added to this chain in 1994.

Today, Banana Republic is known as an innovater for specialty merchandise, and a marketer of a lifestyle. The company now operates almost 400 Banana Republic stores in the US, and almost 25 stores in Canada. Petite sizes have also been added to increase sales so that more of their target customers could adequatly start shopping in this chain.

http://students.kennesaw.edu/~dap1183/History.html
http://www.fundinguniverse.com/company-histories/Banana-Republic-Inc-Company-History.html