PacSun Store Analysis Essay

Customer ProfileThe legitimate node of the Junior girls department of the PacSun are small women who are driven by surfing, skateboarding, snowboarding, and other associated actives and life look.The typical customer wardrobe is consists of everyday casual apparel that is versatile enough for excessive movement and wear.Customer Demographics egg-producing(prenominal)14-18 yrs oldmiddle class high school education welcome ordinary 2 siblingsparents both excogitate, exhaust college degreesoutdoor active lifestyleinterest in surf, skateboarding, and/or snowboardingpersonality is free spirited, spontaneous, social, and sport orientedIn regards to the statistics of the vendee profile compared to the actual product consumer profile is influenced by outside factors. An medium of 45% of the customers where new-fashioned girls with a fe mannish parental that purchased items, 35% of the customers were young women in groups of 2 or more, while 15% of those groups all purchased s oul items.There was an clean of 15% of customers who where young women by themselves, 2% of the stay profile were parents (mainly women) who where purchasing for someone else, consequently another 2% where male parentals purchasing for someone else, and the last 1% was young women with a mate. Within the departments customer profile, there is an average of 65% of girls that were coats 3-7 and/or S/M and the remaining 35% where all above or below the average size range. segment AnalysisI. Department Environment-The environment of the department is very energetic and free spirited. All the employees were friendly and conservative toward each(prenominal) customer. It was about four o time p.m. when I visited the PacSun location. There were an estimated eight female customers in this department. The sales associates on the job(p) the floor were eager to help each customer with there psyche motifs. When entering the store it takes an average of three seconds in the beginning bein g welcomed to the store.II. ware Appearance-The merchandise in this department was all put inits designated atom. The merchandise on the floor racks was organized by colligate items and style preference. The items on the walls were grouped in sections of tops, pants, and jackets that looked best with each other. The clearance section was clean and organized by sizes, and all the merchandise was in the mitigate size section. The displays were organized with coinciding outfits, a few pairs of jeans and tee-shirts, folded next to each other with a couple 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 line of products is focused on surf and skate brands of wearing. The majority of the stock is in tee-shirts, sweatshirts, and jeans. This department classification of products is focused more on large intermixture of mer chandise within a small variety of classifications. This merchandise connive works well with this store because it allows each customer to personalize the individualistic items in to outfits of their own style preference.Data SummaryI. Compare and contrast afterwards reviewing the primary and secondary data, to get a better understanding of the PacSuntarget merchandise and realistic profitability goals, it seem to be within a watch able range of the comparison of experiencing the same demographics. In the field field of force conducted there seems to be a low amount of consumers thieveping, but when added to an average amount of customers per day it is appropriate. At this particular location farther upcountry from the coast, the store has more foot traffic because of the decrease of competition in other surf/skate store near the coast. The income data compared to the guesstimate of income, based on purchasing amounts spent, does not match up. It seems that people were ou tlay more money thence bring in. When looking over the work force statistics, it seems that more parents are working and allow children to pervert more products for the missed time together, allowing for huge indulges in money spent shopping.I feel that the customer is a teenager with working parents and most shop is done on own. The customer is give fixed amounts to spend and pre-thoughperiods by means of out the year. The consumer is comparablely to be working a small part-time job and spends paycheck on personal wants and entertainment. The loyal PacSun customers like to build their own activities related style through items at the store. There vesture 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 established by consumer, they tend to continue on the same path.II. Modification MixAs a purchaser for PacSun it would be better(predicate) 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 usually slim, but a wide range of sweatshirt and sweaters is a necessity because the San Diego area does get windy during the end of the year. Being a buyer for specific classification of customers is defiantly easier when in a usually predicable climate, like San Diego.Knowing the trendy colors for each season is more prerequisite then knowing the trendy cut 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 before selling products for corporate popularity and profitability.If logical, I would widen the size range of the clothing to open up the target market to teenagers in the plus size range. This will increase the foot traffic in the store. Other 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 disturb 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 old age old, there are many younger customers that are already secure 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 misfire sizes and styles, but using the same consistency of brands. This would create a in all new foot traffic and profitability for PacSun stores.Bibliographywww.pacsun.com, copyright 2007-www.hoovers.com, copyright 2007-onsight analysis. booking January 23, 2007