After reading the selection from the textbook and completing the VALS quiz online, I have come to the conclusion that the VALS types are typically accurate. The quiz categorized me as an EXPERIENCER and a STRIVER. I agree with the assessment completly. The VALS types really distinguish the characteristics of different consumers and entails them into a unique noun. The types seem to have been researched and tested several times. This would explain how the descriptions tend to be accurate in a non cliche' sense.
The person our group characterized was an Abercombie & Fitch customer. Usually young, preppy, and attractive. In my opinion an A&F customer type would be an experiencer and a believer. Sometimes it can be difficult to assess the type of a particular customer because of varying lifestyles and or mentalities.
The VALS types are also a good compilation of personality types if you ask me. They not only define how people may shop but the reasons as to how and why they shop the way they do. When I read my types I was amazed at how dead on some of the details fit me personally. I think it would be a good idea for busniesses to study the VALS types because that could essentially give them a look inside their potential customers heads and allow them to create ways to appeal to them even more.
https://blackboard.uncg.edu/webapps/portal/frameset.jsp?tab=courses&url=/bin/common/course.pl?course_id=_27212_1
https://blackboard.uncg.edu/webapps/portal/frameset.jsp?tab=courses&url=/bin/common/course.pl?course_id=_27212_1
Friday, February 13, 2009
Sunday, February 8, 2009
About Them
Many successful endeavors start out essentially as an idea, usually to improve or enhance an existing concept. The task of starting a new business to compete with a leading establishment involves risk and failure but with a fresh take on something old and the perfect target market, why not take the chance…
The Pacific Sunwear chain of stores started as a small surf shop in Newport Beach, California in 1980. Like the other shops they catered to the needs of the local young surfers by selling boards and wax. But the owners of a particular shop noticed a dramatic drop in sales and clientele during the winter seasons, mainly because the surfers didn’t favor that season as “fun in the sun”. The owners came up with the great idea of moving their shop from the shore to inside the most popular mall locations in California.
They opened their first store in 1981, in the Santa Monica Place. The event was widely appreciated and welcomed by the industry. The chain of stores quickly grew from one store to seven stores and an impressing twenty one stores in 1987. These stores graced the most prominent locations up and down the west coast. Another happening during this time were the appearance of surf wear clothing brands being developed by individuals that shopped at the PacSun stores. PacSun began carrying these brands in their stores and they sold extremely well. The locals adored them because the looks fit their interests and lifestyles.
Sure enough with their extreme success on the west coast, Pacific Sunwear decided to open stores on the east coast. The company quickly realized that the east coast wasn’t too interested in gear that screamed “surfs up”! The difference in climate meant that the clothes PacSun carried weren’t really going to sell. The brands they sold readily adapted to the style change and business began to boom. They were now selling long sleeved shirts and pants. During 1993 the chain had grown to 60 stores.
The Pacific Sunwear company gives much credit to the people whom buy their merchandise for their success. Especially the youth! Many young individuals have helped inspire the company to make important moves in the industry such as following trends and letting them know what works and what doesn’t. Today the Pacific Sunwear company owns 859 stores and 76 outlets. The rest as they say is history!
The Pacific Sunwear chain of stores started as a small surf shop in Newport Beach, California in 1980. Like the other shops they catered to the needs of the local young surfers by selling boards and wax. But the owners of a particular shop noticed a dramatic drop in sales and clientele during the winter seasons, mainly because the surfers didn’t favor that season as “fun in the sun”. The owners came up with the great idea of moving their shop from the shore to inside the most popular mall locations in California.
They opened their first store in 1981, in the Santa Monica Place. The event was widely appreciated and welcomed by the industry. The chain of stores quickly grew from one store to seven stores and an impressing twenty one stores in 1987. These stores graced the most prominent locations up and down the west coast. Another happening during this time were the appearance of surf wear clothing brands being developed by individuals that shopped at the PacSun stores. PacSun began carrying these brands in their stores and they sold extremely well. The locals adored them because the looks fit their interests and lifestyles.
Sure enough with their extreme success on the west coast, Pacific Sunwear decided to open stores on the east coast. The company quickly realized that the east coast wasn’t too interested in gear that screamed “surfs up”! The difference in climate meant that the clothes PacSun carried weren’t really going to sell. The brands they sold readily adapted to the style change and business began to boom. They were now selling long sleeved shirts and pants. During 1993 the chain had grown to 60 stores.
The Pacific Sunwear company gives much credit to the people whom buy their merchandise for their success. Especially the youth! Many young individuals have helped inspire the company to make important moves in the industry such as following trends and letting them know what works and what doesn’t. Today the Pacific Sunwear company owns 859 stores and 76 outlets. The rest as they say is history!
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