The document provides an analysis of the market trends and customer demographics for Juicy Couture's women's department in San Francisco for Spring 2010. It finds that while economic factors may pose some threats, fashion trends align well with Juicy's merchandise. Specific modifications are suggested to the merchandise mix and promotions to better target the key customer segments in the area. Overall, opportunities are estimated to outweigh threats by around 3% due to new product lines and alignment with consumer preferences, though price points slightly higher than most consumers will buy pose a minor threat.

1. Jacqualine Li<br />Planning and Control<br />Part I<br />Customer Situational Analysis<br />-5715021590<br />Department Summary<br />Class 1Print T-shirts are 30% of the women department sales<br />35% of sales are in $58 price point

2. 45% of sales are in size S

3. 35% of sales are in whiteClass 2Tracksuits are 45% of the women department sales<br />40% of sales are in $82 price point

4. 42% of sales are in size S

5. 35% of sales are in black colorClass 3Swimwear is 15% of the women department sales<br />38% of sales are in $92 price point

6. 45% of sales are in size S

7. 38% of sales are in purple colorClass 4Handbags are 10% of the women department sales<br />52% of sales are in $188 price point

8. 42% of sales are size S

9. 36% of sales are in purple The tracksuits generate the biggest proportion of sales; they account for 45% of the women’s department business. Also, the Juicy trademark print t-shirts are the most popular classification, which contributes 30% of the sales in the women department. The balance is 15% swimwear and 10% handbags. Most of the items are priced around $50 - $90, except the handbags, priced from $128-$215. Based on the sales, the major sizes in the department are size S and the dominant color is purple.<br />95250-45085<br /> <br />Customer Profile<br />Customer Specs:<br />Female

10. College degree or above

11. $35,000 - $60,000 per year salary

12. Generation Y and Z

13. Love to play sports, such as yoga and tennis

14. Enjoy life and love music

15. Love to shop at Tiffany’s, Nordstrom’s, Sak Fifth Aveune and more upscale boutiques. Susie Mayer is a 25 year old female, who just graduated from FIDM and works as a visual merchandiser at an upscale boutique in San Francisco, California. She loves all kinds of music and enjoys her life every day. Although she works full time, she still goes to yoga every Tuesday and Thursday night. She also loves partying and hangs out with her friends and family in her spare time. She lives in a small apartment in the inner sunset in San Francisco with her boyfriend, Johnny. Therefore, she loves cooking at home with Johnny and spending time with him watching movies and surfing the internet. <br />In the weekends or her day offs, she like to go shopping around downtown San Francisco or to drive to other large shopping areas, such as Stanford Shopping Mall and Valley Fair. She is a shopaholic, therefore, every time she goes shopping she must buy lots of stuffs. She loves spending all her money on fashion clothing and handbags that makes her very fashionable and upscale looking. However, she always sells her old and out dated clothing to the second hand buying store to make money back. Also, she loves to watch fashion shows and read magazines to update her knowledge in her career and also for her own fashion style. In addition, she loves music and cannot live without her ipod everyday at work and during transportation.<br />2857540640<br />Floor Plan<br />Juicy Couture 2nd floor Women Clothing @ San Francisco Downtown<br />Population Analysis - Demographics<br />-8572570485<br />Location: San Francisco, CA<br />Department: Juicy Women’s department<br />Analyze area: San Francisco, San Francisco County, CA<br /> I analyzed the information regarding to the San Francisco County because Downtown, San Francisco is a shopping area that not only attract the people lives around there, but also tourists and people from different cities. Therefore, I used the data from The Lifestyles Market Analyst 2008 and The US Census Bureau to figure out my ideal target market for the Juicy Couture’s women department.<br />GenderNumberPercentTotal Population757,604(X)Male385,37649.2%Female372,22850.8%AgeMedian Age (Years)47.618 -24 years old9,9923.1%25-34 years old65,10820.2%45-54 years old69,29821.5%EthnicityWhite282,63643.3%Black43,0816.6%Asian215,40433%Other112,27017.1%EducationHigh School ( 4 years)82,47413.9%College (1 -3 years)132,31422.3%College ( 4+ years)267,00145%Household Income$30,000 - $39,99925,4637.9%$40,000 - $49,00025,7858%$50,000 - $74,99953,50516.6%$75,000 - $99,99939,96712.4%<br />Population Analysis – Psychographics<br />The top ten ranking lifestyles in San Francisco, California are as following:<br />Own an apple/ Macintosh PC303 PointForeign Travel238 PointAttend Cultural/ Arts Event205 PointFrequent Flyer192 PointSnow Skiing Frequently173 PointGourmet Cooking/ Fine Foods164 PointTennis Frequently161 PointWines154 PointFashion Clothing147 PointRunning/ Jogging143 Point After analyzing the data reported in the Lifestyle Market Analyst of 2008, most of the population in the San Francisco, California, loves to go traveling and attending cultural and arts events. The highest ranking is to own an apple product. Therefore, their income should be more than $50,000 to afford all those activities and be able to purchase expensive products. Also, the data shows that the population enjoys sport activities, such as snow skiing, tennis, running and jogging. Therefore, they will need to buy sportswear and equipments to go with the sports. Moreover, fashion clothing is also a big thing in San Francisco. The ratio is 147, higher than other country, which means people would love to spend more money on clothing and care about how they look. <br />Segments Analysis - 4 Different Target Customer Segment for Juicy Couture’s Women Department<br />Customer 1<br />Age: 25-33

16. Gender: Female

17. Ethnicity: White, Single

18. Education: Some College

19. Income: $30,000 – $35,000

20. Lifestyle: She loves Fashion clothing, but she doesn’t have much extra money to spend. Therefore, she will pick the best quality. She owns an apple laptop, likes to spend time with friends and family. She loves jogging and yoga twice a week after work, and eats healthy.Customer 2<br />Age: 27-34

21. Gender: Female

22. Ethnicity: Asian, Just Married

23. Education: Master’s Degree

24. Income: $45,000 - $60,000