PRIMARY:Experiencers are motivated by self-expression. As young, enthusiastic, and impulsive consumers, Experiencers quickly become enthusiastic about new possibilities but are equally quick to cool. They seek variety and excitement, savoring the new, the offbeat, and the risky. Their energy finds an outlet in exercise, sports, outdoor recreation, and social activities.Experiencers are avid consumers and spend a comparatively high proportion of their income on fashion, entertainment, and socializing. Their purchases reflect the emphasis they place on looking good and having "cool" stuff.
SECONDARY:Strivers are trendy and fun loving. Because they are motivated by achievement, Strivers are concerned about the opinions and approval of others. Money defines success for Strivers, who don't have enough of it to meet their desires. They favor stylish products that emulate the purchases of people with greater material wealth. Many see themselves as having a job rather than a career, and a lack of skills and focus often prevents them from moving ahead.Strivers are active consumers because shopping is both a social activity and an opportunity to demonstrate to peers their ability to buy. As consumers, they are as impulsive as their financial circumstance will allow.
I thinkthese are somewhat accureate the description of the experiencer are deffiently on target. It says the striver lacks skills and I do not think it the lack of skills but more the lack of help possibly.
After I took the survey it said I was a primary experiencer and a secondary striver. I do agree with these. I do try to experience as much as I can. I also like to strive to be the best and do good at all the things I do. Also as an experiencer I do spend most of my income on fashion and things like movies and theater. I like to try risky things and enjoy outdoor activities. Also I am a striver because I do a lot of impulse things as long as I have the money. I disagree though about the lack of skills to get thing moving forward.
I do not think it was at all like the person we presented in class. Eddie Bauer costomers are not usually risky with their money or impulsive. They are usually not the most fashion forward group of people but do enjoy the outdoors. I think a few aspects of them can relate to Eddie Bauer costomers.
Experiencer Def:http://www.sric-bi.com/VALS/experiencers.shtml
Striver Def:http://www.sric-bi.com/VALS/strivers.shtml
Thursday, February 12, 2009
Wednesday, February 4, 2009
Forever 21 Research
FOREVER 21
Forever 21 was originall called Fashion 21 and was founded in Los Angeles, California in 1984 by a man named Do-Won Chang and his wife, Jin-Sook. the very first store is located at 5637 N. Figueroa St. in the Highland Park district of Los Angeles was only 900 square feet. This store although bigger still has the original name of Fashion 21. By the end of the first year, sales rose from $35,000 to $700,000. Fashion 21 eventually expanded at and had a new store every six months so they changed the Fashion 21 brand name to Forever 21. In 1989, Forever 21 opened its 11th store and first store located in a Mall, at the Panorama Mall in Panorama City, CA. Forever 21 had reached a total of 40 stores by 1997. The average size for the stores by this time was 9,000 square feet. Since 2002, Forever 21 has been ranked as one of the 50 largest privately held companies in Los Angeles. In 2005, Forever 21 was operating over 355 locations nationwide with the brands Forever 21, Forever XXI, For Love 21, and Gadzooks. Forever 21 opened XXI flagship stores with these stores beings an average of 24,000 square feet. Its revenue topped $1 billion in 2006, placing Forever 21 in the ranks of the top 500 privately held companies in the U.S.
XXI Forever : http://2.bp.blogspot.com/_xOFor8ew4mo/RmNp_g8SeoI/AAAAAAAAAWk/-r8PjXCcWWg/s400/IMG_0759.JPG
Gadzooks: http://www.winkel-construction.com/images/Gadzooks.jpg
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