Company:__Anthropologie Consumer Profile 1. Demographics:  Educated and affluent women  “…tailors its merchandise and inviting store environment to sophisticated and contemporary women aged 30-45” (URBN Annual Report, 2011, para. 5). a. Age Range: i. Primary Target Market: 30-45 year old women (URBN Annual Report, 2011, para. 5). ii. Secondary Target Market: 20-30 & 46-50 year old women b. Gender: Female c. Marital Status: (single, married, divorced, living with partner, etc): All of the above d. Income Level: middle and above i. Personal Income: $50,000+ e. Career: i. Career Focus & Title: management positions, teachers, nurses, lawyers, businesswomen “We seek to select price points for our merchandise that are consistent with the spending patterns of our target customers. As such, our stores carry merchandise at a wide array of price points that may vary considerably within product categories” (URBN Annual Report, 2011, para. 13). ii. Career Goal(s): 2. Psychographics: “…focused on family, home, and career” (URBN Annual Report, 2011, para. 5). a. Fashion Taste: “unique and eclectic product assortment” (URBN Annual Report, 2011, para. 5). b. Fashion Cycle (Innovator, Early Adopter, Early Majority, Late Majority, Laggards): Early Adopter - Late Majority c. Social Affiliations: wine, dinner, or book club, family activities, nonprofits d. Leisure Activities/Hobbies: art, family, decorating 3. How does the retailer get the consumer to buy their product?  “Dynamic visual merchandising and display techniques”, eclectic merchandise, “offering foreign and domestic vendors, national and private-label brands, and continuously updating merchandise to appeal to the consumer’s changing tastes” (URBN Annual Report, 2011, para. 11). 4. What marketing strategies are used?  Catalogs and website, email campaigns, visual displays  “We believe that highly visible store locations, creative store design, broad merchandise selection and visual presentation are key enticements for customers to enter and explore our stores and buy merchandise. Consequently, we rely on these factors, as well as the brand recognition created by our direct marketing activities, to draw customers into our stores, rather than on traditional forms of advertising such as print, radio and television media. Marketing activities for each of our retail concepts include special event promotions and a variety of public relations activities designed to create community awareness of our stores and products” (URBN Annual Report, 2011, para. 20). 5. Where is the retailer located? (malls, specialty shops, kiosks, catalog, home shopping, online, etc):  E-tailer and malls Reference Urban Outfitters Inc. (2002). Annual Report. Retrieved from http://sec.edgar- online.com/urban-outfitters-inc/10-k405-annual-report-regulation-s-k-item- 405/2002/03/22/Section2.aspx .

1. Company:__Anthropologie
Consumer Profile
1. Demographics:
sophisticated and
contemporary women aged 30-45” (URBN Annual Report, 2011,
para. 5).
a. Age Range:
i. Primary Target Market: 30-45 year old women (URBN Annual
Report,
2011, para. 5).
ii. Secondary Target Market: 20-30 & 46-50 year old women
b. Gender: Female
c. Marital Status: (single, married, divorced, living with
partner, etc): All of the
above

2. d. Income Level: middle and above
i. Personal Income: $50,000+
e. Career:
i. Career Focus & Title: management positions, teachers,
nurses, lawyers,
businesswomen
“We seek to select price points for our merchandise that are
consistent with the spending
patterns of our target customers. As such, our stores carry
merchandise at a wide array of
price points that may vary considerably within product
categories” (URBN Annual
Report, 2011, para. 13).
ii. Career Goal(s):
2. Psychographics: “…focused on family, home, and career”
(URBN Annual Report, 2011,
para. 5).
a. Fashion Taste: “unique and eclectic product assortment”
(URBN Annual Report,
2011, para. 5).
b. Fashion Cycle (Innovator, Early Adopter, Early Majority,
Late Majority,
Laggards): Early Adopter - Late Majority

3. c. Social Affiliations: wine, dinner, or book club, family
activities, nonprofits
d. Leisure Activities/Hobbies: art, family, decorating
3. How does the retailer get the consumer to buy their product?
eclectic merchandise,
“offering foreign and domestic vendors, national and private-
label brands, and
continuously updating merchandise to appeal to the consumer’s
changing tastes”
(URBN Annual Report, 2011, para. 11).
4. What marketing strategies are used?
design, broad
merchandise selection and visual presentation are key
enticements for customers
to enter and explore our stores and buy merchandise.
Consequently, we rely on
these factors, as well as the brand recognition created by our
direct marketing

4. activities, to draw customers into our stores, rather than on
traditional forms of
advertising such as print, radio and television media. Marketing
activities for each
of our retail concepts include special event promotions and a
variety of public
relations activities designed to create community awareness of
our stores and
products” (URBN Annual Report, 2011, para. 20).
5. Where is the retailer located? (malls, specialty shops, kiosks,
catalog, home
shopping, online, etc):
-tailer and malls
Reference
Urban Outfitters Inc. (2002). Annual Report. Retrieved from
http://sec.edgar-
online.com/urban-outfitters-inc/10-k405-annual-report-
regulation-s-k-item-
405/2002/03/22/Section2.aspx
Company:__Vans____________________________

5. Consumer Profile
6. Demographics: any ethnicity
a. Age Range: Gen Y, school aged
i. Primary Target Market: 10 to 24 year old
ii. Secondary Target Market: parents of the primary target
market
b. Gender: Boys and girls
c. Marital Status: (single, married, divorced, living with
partner, etc): primarily
single or in a relationship
d. Income Level: all economic classes
i. Personal Income: based on allowance, parents income, or
middle class
salary
e. Career: primarily students, young professionals, may be
working part time jobs
i. Career Focus & Title:
ii. Career Goal(s):
7. Psychographics: “…enthusiasts and emulators of the Core

6. Sports culture”, some
consider this group rebellious, active lifestyle
a. Fashion Taste: Core sports inspired clothing
b. Fashion Cycle (Innovator, Early Adopter, Early Majority,
Late Majority,
Laggards): Early Majority - Laggards
c. Social Affiliations: core sports, skateparks
d. Leisure Activities/Hobbies: skateboarding, snowboarding,
surfing,
wakeboarding, BMX riding and motocross… music festivals
8. How does the retailer get the consumer to buy their product?
the brands at many
retailers at an affordable price. “Key accounts in the U.S.
include Journeys, Pacific
Sunwear, Footlocker, Famous Footwear, Kohl’s, Mervyn’s, JC
Penney, Gart’s and Nordstrom
(Vans Inc Annual Report, 2002, para. 2).
9. What marketing strategies are used?
plan to reach our
customers through multiple points of

7. contact which include Core Sports entertainment events and
venues, such as the VANS Triple
Crown Series, the VANS Warped Tour, VANS skateparks and
the VANS High Cascade
Snowboard Camp, sponsoring over 600 professional and
amateur athletes, as well as advertising in
targeted print and television media” (Vans Inc Annual Report,
2002, para. 1).
-added content that invites
users to linger over
video broadcasts, information and interviews with its endorsees,
and breakdowns
of sporting events” (Schafell, 2008, para. 7).
10. Where is the retailer located? (malls, specialty shops,
kiosks, catalog, home
shopping, online, etc):
alls, internet
References

8. Schafell, V.M. (2008, February 8). Vans ramped. Brand
Channel, Retrieved from
http://www.brandchannel.com/features_webwatch.asp?ww_id=3
68
Vans, Inc. (2002). Annual Report. Retrieved from
http://sec.edgar-online.com/vans-inc/10-k-annual-
report/2002/08/28/section2.aspx
Company:__Forever 21_______
Consumer Profile
11. Demographics: any ethnicity, young, Gen Y
a. Age Range:
i. Primary Target Market: teens and twenty somethings (Pfaff,
2011, para.
1).
ii. Secondary Target Market:
b. Gender: primarily girls, but includes boys

9. c. Marital Status: (single, married, divorced, living with
partner, etc): primarily
single or in a relationship
d. Income Level: all economic classes ($0+)
i. Personal Income: based on allowance, parents income, or
middle class
salary
e. Career: primarily students, young professionals, may be
working part time jobs
i. Career Focus & Title:
ii. Career Goal(s):
12. Psychographics: “fashion savvy with a small wallet” (Pfaff,
2001,para. 1)
a. Fashion Taste: high fashion, trendy, celebrity emulator
b. Fashion Cycle (Innovator, Early Adopter, Early Majority,
Late Majority,
Laggards): Innovative-Late Majority
c. Social Affiliations:
d. Leisure Activities/Hobbies:

10. 13. How does the retailer get the consumer to buy their product?
“It’s fun, it’s
affordable, and it’s always changing. We keep our inventory
extremely fresh, keep
attuned to what’s in the market and see what the fashion people
are wearing. And we
make sure that it’s appropriately priced to meet the pocketbook
of an average teen-ager or
21-year-old” (Pfaff, 2001, para. 2 & 3).
14. What marketing strategies are used?
Visual displays, high fashion for a low price, disposable
clothes, internet
15. Where is the retailer located? (malls, specialty shops,
kiosks, catalog, home
shopping, online, etc):
References
Pfaff, K. (2011). Forever 21 offers juniors high fashion at low
prices. Retailing Today,

11. Retrieved from http://www.icsc.org/srch/sct/sct0302/page35.php
CONSUMER PROFILE ASSIGNMENT
Name(s):__________________________________ Score:
/25/
Company:_______________________________
Consumer Profile
1. Demographics Information (7 pts)
a. Age Range/Generation
i. Primary Target Market:
ii. Secondary Target Market:
b. Ethnicity:
c. Gender:
d. Marital Status: (single, married, divorced, living with
partner, etc)

12. e. Education Level:
f. Income Level
i. Economic Class:
ii. Personal Income:
g. Career
i. Career Focus & Title:
ii. Career Goal(s):
2. VALS profile: pick two (5 pts)
3. Psychographic Information (6 pts)

13. a. Fashion Taste:
b. Fashion Cycle: (Innovator, Early Adopter, Early Majority,
Late Majority,
Laggards)
c. Social Affiliations/Leisure Activities/Hobbies:
4. What marketing strategies are used? (2 pts)
5. List 3 media personalities that would best relate to the brand:
(3 pts)
a. ________________________
b. ________________________
c. ________________________
6. Close your eyes, and try to visualize the customer exactly as
your see them. Insert 2-
pictures of people who you believe match the target market. (2
pts)
(NOTE: Please remember to submit a word processed document,
without spelling or
grammatical errors)