Target Audience for Retail Stores

Determining the target market of a company is vital to that company's success. Surveys ask questions ranging from age, gender, income, leisurely activities, interests, likes/dislikes and so on. Those answers can ultimately help a company make their best possible profit by selling what consumer's are interested in.

The VALS segment in our book divides adult consumers into eight different personality types. There are the innovators, thinkers, achievers, experiencers, believers, strivers, makers and survivors. VALS measures the underlying psychological motivations and resources that many consumers share that predict each group's typical choices as consumers.

The VALS survey labeled me as an experiencer and a striver. This is very true, I absolutely love to try new things and experiencing as much as possible. I also strive for alot of things in life. I strive to make good grades, have great relationships with my friends/family, and be the best person I know how to be. I normally don't take surveys because I never believe the overall outcome of them but this one was 110% right!

On Tuesday my group discussed the the target audience of GNC. I believe a GNC customer is both an experiencer and a striver. They strive for excellence with their personal appearance as well as are always willing to try new things to see if they have a positive outcome.

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The Story Behind Urban Outfitters

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Urban Outfitters originated as "The Free People's Store" and in 1970 in Philadelphia, Pennsylvania, focusing on "funky" fashion and household products. Shortly thereafter the owner (now Chairman), Richard Hayne, changed the name to Urban Outfitters. Urban Outfitters line has evolved from vintage, bohemian, retro, ironically humorous, kischy apparel and furniture to include luxury brands such as Lacoste, Evisu, Diesel, True Religion, and Seven for All Mankind. Headquartered at the Philadelphia Navy Yard, Urban Outfitters operates more than 140 locations in the United States, Canada, Ireland, Denmark, Sweden, Germany, Belgium, and the United Kingdom. Urban Outfitters owns and operates five retail brands: Urban Outfitters, Anthropologie, Free People, Terrain and Leifsdottir, a newly introduced wholesale brand for Anthropologie.

According to their website, Urban Outfitters' "established ability to understand our customers and connect with them on an emotional level is the reason for our success." The site goes on to say that "The reason for this success is that our brands... are both compelling and distinct. Each brand chooses a particular customer segment, and once chosen, sets out to create sustainable points of distinction with that segment" and that "The emphasis is on creativity. Our goal is to offer a product assortment and an environment so compelling and distinctive that the customer feels an empathetic connection to the brand and is persuaded to buy." Urban Outfitters truly is a all-around amazing brand.