Chapter 4 - Pearson

More documents

Recommendations

Info

dia76827_ch04.qxd 11/29/04 7:55 PM Page 94 94 SECTION I Introduction to Fashion Retailing Questions 1. Should the fact that the type of housing in the neighborhood near the new venture was the same as the housing near the first be sufficient for Sue and Muriel to go ahead with the additional store? Why? 2. What demographics should they consider before they expand their operation to the new location? 3. What other types of consumer information should they seek before they make an ultimate decision? CASE PROBLEM 2 Pauline Edwards owns a store she named for herself. It is an established shop that sells high quality, tailored women’s clothing. It has been in business at the same location for twenty-five years, serving the needs of the upper-upper class. Its reputation was founded on impeccable service and a merchandise assortment that was low key.Although the store’s patrons could afford the glamour and style of the world’s leading couturiers, they preferred a more conservative, elegant product. When Pauline’s son Alex joined the company last year, he was full of new ideas that included expansion into other affluent trading areas.After examining many potential sites, he set his mind on one. It had about the same square footage as the other store, was already equipped with fine fixtures, and would rent for a price that was in line with what they could afford for the operation. One problem that seemed to disturb Pauline was the area that surrounded the location. By the vastness and styles of the homes, it was obvious that this was an environment that was filled with the upper-lower class, people who are often referred to as “nouveau riche.” Alex believed that this would be a benefit, since these people often spent more on clothing than their upper-upper class counterparts. At this time, they have still not decided if they will expand into the new location. Questions 1. With whom do you agree on the assessment of the new area’s class of people in terms of being the store’s future customers? Why? 2. Aside from income, what other factors should Pauline and Alex consider before making their decision?
dia76827_ch04.qxd 11/29/04 7:55 PM Page 95 CHAPTER 4 The Fashion Consumer: Identification and Analysis 95 EXERCISES AND PROJECTS 1. Select five fashion advertisements of retailers in newspapers and magazines and evaluate each in terms of their motives. Remove each ad from the periodicals and use it in conjunction with the completed chart in an oral presentation to the class. Motive Retailer (Rational or Emotional) Key-Word Motive Clues 2. Using the Internet as your research tool, log onto a particular search engine for the purpose of learning of five companies that study consumer behavior and how it relates to purchasing. Use www.askjeeves.com, or any other Web sites. Use the following chart to record your findings: Company Web Site Consumer Research Study
Page 1 and 2: dia76827_ch04.qxd 11/29/04 7:55 PM
Page 16 and 17: This is a very diverse segment of t
Page 20 and 21: dia76827_ch04.qxd 12/1/04 1:19 PM P
Page 26: dia76827_ch04.qxd 11/29/04 7:55 PM

Chapter 4 - Pearson

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?