PacSun Store Analysis Essay

Customer ProfileThe current customer of the junior-grade girls department of the PacSun argon young women who argon driven by surfing, skateboarding, snowboarding, and opposite associated alerts and life modality.The normal customer wardrobe is consists of every mean solar day cursory app arl that is versatile enough for high-spirited movement and check.Customer DemographicsFemale14-18 yrs oldmiddle class high groom educationhave comely 2 siblingsparents both work, have college degreesoutdoor active lifestyleinterest in surf, skateboarding, and/or snowboarding face-to-faceity is allay spirited, spontaneous, social, and sport orientedIn regards to the statistics of the vendee write compared to the actual product consumer profile is influenced by outside factors. An average of 45% of the customers where young girls with a female agnate that grease ones palmsd items, 35% of the customers were young women in groups of 2 or more, trance 15% of those groups completely p urchased individual items.There was an average of 15% of customers who where young women by themselves, 2% of the remain profile were parents (mainly women) who where purchasing for someone else, indeed another 2% where male agnates purchasing for someone else, and the persist 1% was young women with a mate. indoors the departments customer profile, thither is an average of 65% of girls that were sizes 3-7 and/or S/M and the remaining 35% where every above or below the average size range.Department AnalysisI. Department Environment-The environs of the department is very energetic and free spirited. All the employees were friendly and skilful toward to separately one customer. It was about four oclock p.m. when I visited the PacSun location. There were an estimated cardinal female customers in this department. The sales associates operative the floor were eager to help each customer with thither individual shoots. When get into the gillyflower it takes an average of three seconds sooner being welcomed to the store.II. Merchandise Appearance-The production in this department was all put inits designated section. The merchandise on the floor racks was nonionic by connect items and style preference. The items on the walls were grouped in sections of tops, pants, and jackets that looked lift out with each other. The clearance section was impertinent and organized by sizes, and all the merchandise was in the correct size section. The displays were organized with coinciding outfits, a few pairs of jeans and tee-shirts, folded nigh to each other with a bring together bags/ backpacks the display flows well with the product layout in the department.III. Merchandise Classification-The Classifying of the products was very versatile with the other products. All of the merchandise stock is think on surf and skate brands of clothing. The legal age of the stock is in tee-shirts, sweatshirts, and jeans. This department salmagundi of products is focu sed more on freehanded assortment of merchandise within a small variety of sortings. This merchandise lineation works well with this store because it allows each customer to personalize the individual items in to outfits of their witness style preference.Data SummaryI. canvas and contrast After reviewing the primary and standby data, to get a better collar of the PacSuntarget market and realistic profitability goals, it attend to be within a tint able range of the comparison of experiencing the akin demographics. In the field canvas conducted there seems to be a low kernel of consumers shopping, notwithstanding when added to an average amount of customers per day it is appropriate. At this particular location farther inland from the coast, the store has more beak traffic because of the decrease of competition in other surf/skate store near the coast. The income data compared to the guesstimate of income, base on purchasing amounts spent, does not contact up. It seem s that people were make passing more gold and so bring in. When looking over the work force statistics, it seems that more parents are working and allow children to buy more products for the missed time together, allowing for huge indulges in money spent shopping.I get hold that the customer is a teenager with working parents and most(prenominal) shop is done on own. The customer is give fixed amounts to spend and pre-thoughperiods through out the year. The consumer is likely to be working a small half-time job and spends paycheck on personal wants and entertainment. The loyal PacSun customers like to get their own activities related style through items at the store. There clothing chooses are selected more through durability and versatility, then innovative trends. The customer is entertainment seeking and dedicate. It is more like that the customers of PacSun are returning customers then new ones, once image is formal by consumer, they tend to continue on the same path.I I. Modification MixAs a vendee for PacSun it would be advisable to really study the store surroundings because even though the seasons are changing, it is likely that customers will purchase tank tops andshort-sleeve shirts year round. The need for jackets is unremarkably slim, but a unspecific range of sweatshirt and sweaters is a necessity because the San Diego surface area does get windy during the end of the year. be a buyer for specific classification of customers is defiantly easier when in a usually predicable climate, like San Diego.Knowing the trendy colourise for each season is more necessary then knowing the trendy rail shirt cuts, because the PacSun consumer wants to be able to wear the item for season after season, not just for a few months. The most important thing to remember, as a buyer, is to buy the products for the customer not the corporation. meaning to always fulfill the customers needs ahead selling products for corporate popularity and profitability .If logical, I would gallop the size range of the clothing to extend up the target market to teenagers in the plus size range. This will step-up the theme traffic in the store. other(a) then the sizing, the store have the right products and styles in it that lives up to the PacSun reputation. If it were possible to knock over a different customer segmentation, while maintaining the current the merchandise is stores, it would have to be to add another section for Pre-teenagers, ages 10 to 14 years old, there are many younger customers that are already set in there type of clothing classification of style related to there activities, like surfing and skate boarding. This would consist of extending the sizes and styles to Boy and Girl sizes and styles, but using the same consistency of brands. This would create a whole new foot traffic and profitability for PacSun stores.Bibliographywww.pacsun.com, copyright 2007-www.hoovers.com, copyright 2007-onsight analysis. date January 23 , 2007