Bloomingdale West Field San Francisco Location EvaluationLocation is typically one of the most influential considerations in a customer’s store choicedecision, making the location decision so important. People usually choose to shop at thelocation closest to them, for connivence. Also, retailers need location as a competitiveadvantage to their competitors. When a retailer has the best location, it attracts morecustomers and allows them to receive more business. Lastly, when deciding on a location,retailers have to be ready to commit to leases. The location decision can be risky, and requireinvestments.Retailers must take into consideration many options before choosing a location. Whenevaluating specific areas for location retailers must consider; economic conditions because itis important to examine the area’s level and growth of population and employment,competition because the level of competition in an area affects the demand for a retailer’smerchandise, strategic fit because the area needs to have consumers who are in the retailer’starget market, and operating cost because costs can depend on the cities density andpopulation. The next step in considering a location is the number of stores in an area tofigure out how many stores can be operated in even the largest MSAs. The retailers mustconsider trade-offs between lower operating costs and potential sales cannibalization fromhave multiple stores in an area. My channel is a shopping mall location.My channel choose this type of location because it is located inside the Westfield mall and isenclosed with a controlled climate, lighted shopping centers with retail stores on one or bothsides of an enclosed walkway. The advantages shopping malls have over alternativelocations are for many reasons. First, the merchandise assortments are available within the
stores and the opportunity to combine shopping with entertainment. Shopping malls attractmany shoppers and have a large trading area.Bloomingdales direct competitors are in the same shopping mall, there are about 4 of theirdirect competitors on the same or a few floors away. The store location’s advantages are toget customers to become returning customers, they can form a relationship with customersor have them get a in-store card; however, they might not always have all products in stockfor the customers that the online option enables. When customers only shop through non-store sources there is a huge connivence factor for customers who are unable to travel to thestore, however the store cannot ensure they will return.Bloomingdales is a multi-channel retailer as it has several locations, and as well the on-linestore and catalogues. The advantages to this are the brand and merchandise is available to allcustomers, not just the ones that live in, near, or travel to the area the stores are located in.Customers can also be assured that if their size or preferred style is not in stock at the store,it can be found on the online store or catalogue, giving the customer to shop form home ifthey wish. The disadvantages are since Bloomingdales relies on personal relationships withtheir customers ( such as appointments), they loose that connection to the customer overonline orders.
PSYCHOGRAPHIC RESEARCH Male Snow Boarders After extensive observations and research about young adult male snowboarders, ourteam decided that to provide the most insight into our target customer the three bestpsychographic models are: VALS, lifestyle dimensions and personality trait theories.Snowboarders have very strong psychographic characteristics because snowboarding istheir lifestyle, making almost everything else in their life to revolve around snowboarding. The psychographic model, which describes our target customer best, is a lifestyledimension. A snowboarder’s main interest in our case is snowboarding. Their entire liferevolves around it, which creates all their opinions based in the “snowboarding lifestyle”.The snowboarding lifestyle is a very distinct one. Perhaps this is also why their opinions areso to the point. They lead a very social and party based lifestyle, which most people do notagree with. This does not bother them because they believe that no matter what they arecorrect. So if this lifestyle is the one, which they have chosen for themselves, then no one hasthe right to judge them and try and to change their opinion on it. Even though this lifestyleinvolves alcohol and often drugs as well. Because snowboarders are so used to fighting otherpeople about what they think and how they feel, their attitude is already extremelydefensive. Although they are considered very social, it is hard for them to become closefriends with someone who does not snowboard. It may eventually happen, but it does takesome time. Young adult male snowboarders can be described in three words: ambitious,rebellious, and stubborn. These words all describe a snowboarder’s personality in a nutshell.Snowboarding is like a religion to them and this is the one part of their life over which theyfeel as if they have control over. Everything else in their lives bounces around. Very often
they do not like commitment or stability. They find comfort in snowboarding and they havemade that their life goal at this specific life moment. Others may find such comfort with arelationship or their career, but it is different for snowboarders, because they feel likesnowboarding is something that they can control. A snowboard will never be unpredictableand leave you or cheat on you. It will also not fire you because you did not perform a trick thebest. Sure the snowboarder may seem disappointed about the fact that they did not land atrick, but still they are in control and their life outside of snowboarding will most likely notget affected, unlike it would be if you got fired from your job position. This feeling of controlbrings snowboarders even closer to this sport making them want their whole life be basedaround it. Snowboarders are definitely into introversion because they base theirsnowboarding all around themselves. This is where psychoticism comes into the trait theory.Snowboarders often have trouble dealing with reality. Not many can make this sport be theircareer of choice and many rebels even when they understand that this will not get them veryfar and that they need to focus on other goals, which are more achievable in their lives. The trait theory of personality and lifestyle dimensions both brings us towardsevaluating where snowboarders are on the VALS chart. They are survivors, experiencers, andbelievers. We decided that primarily they are survivors because they do not have manyresources and their lives are very narrowly lived due to snowboarding. They are so focusedon the sport that very often they tend to forget everything else. They are also experiencersbecause they are extremely impulsive consumers. Being young and enthusiastic about theirlife passion sport, they can be easily influenced by what they see in the media. Perhaps it maybe a brand they see flashing on the TV screen, which their favorite actor is wearing, or maybeit is an ad they saw in a magazine. This consumer group does very little outside research
when it comes to making a purchase as well as being very impulsive towards making all theirpurchases. The last category into which they fall is the believers category. Snowboardershave strong belief systems and base what they do around soul. Soul ridding in snow boardingis a big factor that helps relate them to their board and the snow, it is the reason they love it.They have strong principles for what they believe in and will not alter that state of mind foranyone. This section type favors proven brands, which is dead on for snowboarders.Snowboarders are all about their brands and labels when they are out in the powder. Theycover their whole body, no one can see or recognize them except for their board with a hugelabel across it. They believe in quality over quantity with their products, and only followspecific brands such as: Oakley, Burrton, Volvo, and North face. They brands significance tothem is more then just a board with a cool design, it relates to their soul ridding. Their boardis who they are and reflects their personalities. The brand helps them achieve that, and theystick to the few around. Snowboarders live a very district and private lifestyle that anyone outside of theirrealm would find hard to comprehend. Their lifestyle pertains to snowboarding, andpartying. They live a carefree life however; they are also concerned with proving themselvesto the world. Their personalities are concerned about controlling something such assnowboarding while all other aspects round around untouched or controlled. They aresurvivors, experimenters and believers. They survive off what they have, and that is whatmakes them complete, experimenter’s because nothing is too big or too hard to try, andbelievers because they are so passionate about boarding it apart of their soul. Snowboarderspsychographic is very distinct in their ways and the way they live.
About us…Brand ElementsBlow away is a high fashion retailer. The products in the store will include: Avant grade hats,ready to wear designer hats, lipsticks, shoes and a few dresses. The store will be a boutiquesetting. The store will retail high end, designer hats and accessories. It will feature the hatsfor the key pieces of the store. However, a select ready-to-wear dresses, accessories andshoes will also be sold. Lastly sold will be lipstick displayed to cover a whole wall includingevery color of lipstick. The store will have few in the country, in major metropolitan, urbancities. The Logo will be a photo of a girl and her hat is flying away. Also, photos of IsabellaBlow will be used because she is the inspiration of the store. The slogan ‘Blow away’ iscreated from Isabella Blows name. It literally refers to how hats blow in the wind andsymbolically that woman should let their entire worried blow away, their hats should letthem do so. The brand will use photos of Isabella blow and tasteful art pieces framed aroundthe store.Brand PersonalityThe personality is a trendsetter woman. She is quirky, fun and always ready to party. Shebelieves in herself and being an independent woman. She knows she is beautiful and loves toenhance her beauty with accessories and beautiful things. She is wealthy, hard working, andconfidant. The brand knows who she is, and never worries about the little things in life. Theylet their entire worries blow away, embrace what is now and do it beautifully.
SSpecific Fiber Content AD #1Name of product: Stella McCartney dressSeason of use: All seasonsSpecific fiber content: Stretch cotton 1. Hydrophilic, which means that is water absorbent. This is a desirable property for a dress because it will be able to wash in the machine. Also, because cotton dried quickly too. 2. Soft hand, which is that its soft feel touch and texture to the fabric. This is beneficial for dresses because it is comfortable on the body. 3. Drape. Cotton is easy to sew on a machine and drapes well for creating with fabrics. Stella McCartney found the perfect fabric for the dress because they are easy to manufacture.