Figure 1.
2
Perrys Consumer Profile Worksheet
Store Ranking for Mid Atlantic Cluster: A store
Average Age of Purchaser: 40
Mean Family Income: $162,000
Median Household Income: $200,000
VALS Profile Characteristics
Primary: Innovators
Procative and seek solutions to challenges
Change leaders and early adopters
Self-actualized individuals
Lead rich and varied lives
Vote with their dollars
Favor channels that provide exceptional service, easy access, the
latest product, mobility and customization
Secondary: Thinkers
Intellectually curious but slow to change
See the world through orderly process
Research extensively but are not loyal customers
High resource, ideals motivated
Lead comfortable, conventional lives
See themselves as smarter than the majority of citizens
Buying Behaviors for Perrys consumer based VALS segments, GEO VALS and other consumer
buying behavior research
They want the newest fashion and trendiest clothing on the market. They do not particularly
care about price points. Will pay for name brand clothing for their children. Typically mpulse over
planned buyers.Trend setting and spontaneous. 8% spend $2,000 on clothes in the last year.
41% bought 3 items of womens clothing, and 48% bought mens clothing in the past year. 12%
bought $250 in shoes in the past year. 5% shopped at Nordstrom in the past 3 months, while
15% shopped at Marshalls.
Because these consumers in the A stores are innovators they want the newest fashion right
when it is first available. In this area there is a very low unemployment rate, and high income
levels. Consumers in the A store region are the highest socioeconomic class of all the Perry
Department Store locations. Also, as much as 80% of the residents here have at least a
minimum of a bachelors degree. Well over half (about 70%) of the residents in this area are
married. Because the income level is so high in this area, and many of these parents are
successful business professionals, they can afford to buy whatever Perrys offers that they want.
In the childrens department specifically, they are going to be the parents who shop the latest
and greatest without any hesitation and will buy the entire head to toe outfit not just one piece.
In the A store region, for Perrys department stores, this means that more money will be spent
overall. With the high levels of income and most customers being married, that allows for more
disposable income. No matter what department the consumer in this area is shopping in, more
money will be spent because as a household and often times, as a married couple, there is
double the high income levels to be spent. Money is not an issue for these consumers and they
will pay whatever price they have to for their child to be the most fashionable. This area is
largely focused on the immediate D.C area such as McLean, VA, Williamsburg, VA, Washington,
D.C, Georgetown, D.C., and Chevy Chase, MD.
Cultural and Regional Implications and Influences
Williamsburg, VA
White Alone 70.7%
Black Alone 13.6%
Hispanic or Latino 6.7%
Asian alone 5.7%
Two or more races 2.8%
Washington D.C.
Black alone 48.0 %
White alone 35.6 %
Hispanic 10.1 %
Asian alone 3.4 %
Two or more races 2.5 %
Chevy Chase, MD
White alone 88.1 %
Hispanic 4.7%
Asian alone 3.8 %
Two or more races 2.1 %
Black alone 1.0%
McLean, VA
White alone 72.6%
Asian alone 14.6 %
Hispanic 7.0%
Two or more races 4.0%
Black alone 1.5%
Other race alone 0.2 %
** Majority of white alone in Williamsburg, Chevy Chase, and McLean. Majority of black
alone in Washington D.C. Other races are very slim with Asian and Hispanic barely
making 10% of the population.
Key Fashion Brands worn by this consumer (per department)
Perrys Consumer Profile Worksheet
Store Ranking for Mid Atlantic Cluster: B store
Average Age of Purchaser: 35
Mean Family Income: $120,000
Median Household Income: $145,000
VALS Profile Characteristics
Primary: Innovators
Procative and seek solutions to challenges
Change leaders and early adopters
Self-actualized individuals
Lead rich and varied lives
Vote with their dollars
Favor channels that provide exceptional service, easy access, the
latest product, mobility and customization
Buying Behaviors for Perrys consumer based VALS segments, GEO VALS and other consumer
buying behavior research
Me first, brand conscious, and variety seeking. 5% spent $2,000 on clothes in the past year.
50% bought 3 items of womens clothing, as well as 47% bought 3 items of mens clothing in the
past year. 11% spent $250 on shoes in the past year. In the past 3 months, 6% shopped at
Nordstrom and 14% shopped at Marshalls.
Cultural and Regional Implications and Influences
Pg.22
Ex) colors, sizes, fabrications based on ethnic groups
Towson, MD
White alone 77%
Black alone 11.5%
Asian alone 5.8%
Hispanic 4.3%
Two or more races 1.5%
Arlington, VA
White alone 63.3%
Hispanic 15.6%
Asian alone 9.5%
Black alone 8.5%
Two or more races 2.6%
Alexandria, VA
White alone 52.3 %
Black alone 22.0%
Hispanic 16.9%
Asian alone 6.4%
Two or more races 2.1%
Richmond. VA
Black alone 47.5%
White alone 39.9%
Hispanic 6.4%
Two or more races 3.9%
Asian alone 2.0%
**Except for Richmond, VA the majority of the population was white alone.
Key Fashion Brands worn by this consumer (per department)
Armani Junior, Bonpoint, Burberry, Dolce and Gabbana, Fendi, Gucci, Junior Gualtier
Perrys Consumer Profile Worksheet
Store Ranking for Mid Atlantic Cluster: C store
Average Age of Purchaser: 30
Mean Family Income: $89,568
Median Household Income: $110,000
VALS Profile Characteristics
Trend setting and spontaneous. 8% spend $2,000 on clothes in the last year. 41% bought 3
items of womens clothing, and 48% bought mens clothing in the past year. 12% bought $250 in
shoes in the past year. 5% shopped at Nordstrom in the past 3 months, while 15% shopped at
Marshalls.
????
*** Not enough information on graph
Buying Behaviors for Perrys consumer based VALS segments, GEO VALS and other consumer
buying behavior research
Cultural and Regional Implications and Influences
Pg.22
Ex) colors, sizes, fabrications based on ethnic groups
Annapolis, MD
White alone 53.5%
Black alone 25.7%
Hispanic 16.8%
Asian alone 2.1%
Two or more races 1.6%
Columbia, MD
White alone 49.7%
Black alone 29.2%
Asian alone 11.5%
Hispanic 6.7%
Two or more races 1.9%
Virginia Beach, VA
White alone 63.3%
Black alone 18.3%
Hispanic 7.5%
Asian alone 6.6%
Two or more races 3.9%
D.C Metro
Black alone 48.0 %
White alone 35.6 %
Hispanic 10.1 %
Asian alone 3.4 %
Two or more races 2.5 %
.**Except for D.C. Metro, white alone is the majority of the population
Key Fashion Brands worn by this consumer (per department)
Blank NYC,Design History, DKNY, Egg Baby
