target audiences of retailers.

After reading about and taking the VALS survey, I was just really confused. I didn't quite understand how that survey could convey anything about a consumer? The responses they gave you were things like "thinkers", "strivers", "believers", etc. Yes, I believe the type of person you are and your goals in life may influence the places you shop at, but it's more about your personal style and taste. Some business men wear suits all day but go home and change into crazy punk rock attire. 

As for target audiences, I think most retailers do a really really good job of gaining a lot of business from their target audience. My group in class Tuesday had Libby Lu and I know from experience with my younger sister, the brightly colored signs and interior decorations definitely attract the attention of little girls. Inside the store the employees also do a really good job, not only with the kids but the parents. They work really well with the kids, literally making them a princess for the day and they know how to sell their products to the parents with the pricing and seeing how the attention the kids receive puts their little girl in a good mood. I can't imagine any parent saying no to a happy and content child vs. a screaming. kicking mad one. 

I don't really think the VALS test and target audiences compare. I think retailers get a lot more information from actual costumers than the VALS test. I just don't understand how exactly it helps with anything in retail, or telling you what kind of consumer you are. The survey told me I was a "achiever" and "maker" and to me that seems a mix between business wear/ bohemian style and neither describe my fashion taste at all. Who knows, I may have completely misunderstood this assignment but I just don't agree with my interpretation of the VALS test. 

the background of j.crew

J.Crew is based out of New York, New York and was founded in 1983. It did not start out as a retail store, it was first a mail order catalog. In 1989 J.Crew founded it's first store in South Street Seaport in New York. Since then, the retail has been booming, and they have new spread to having 198 retail stores and 65 outlet stores (as of May 2008). Which in my opinion, is a pretty great launch for a retail chain so young.

Since the opening of the stores and outlets, J.Crew has added other additions to their chain. There is now J.Crew Kids as well as a branch off chain called Madewell which is a collection of hip/causal clothes for women which was established in 2006. Madewell now has 10 stores across the country and J.Crew Kids is sold in the majority of the retail stores. J.Crew also established their website in 1996 which offers online only, catalog & retail items. There also now is J.Crew Wedding which offers everything including the wedding dress, bridemaid dresses, tuxedos, and flower girl & ring bearer outfits. 

Although J.Crew has always had a good reputation among consumers, but with the recent election of President Obama and his family often sporting J.Crew clothing their business has definitely picked up. Fans of President Obama and his family have began dressing like the popular family so having J.Crew's name in the media does a lot for the business. Besides the Obama's love for J.Crew, they are known for their always classy and well made clothes which also says a lot for the brand. J.Crew has continued to create both stylish and conservative outfits throughout the years, and their clothes are always top-notch and keeps the costumers coming back. There really isn't anything more you can ask of a retailer.

wikipedia.com

hoovers.com/jcrew/