Retailing and Predominant Age Group
INTRODUCTION
COMPANIE’S BACKGROUND * Founded in 1952 by John Henry Hutchison * Headquartered in Richmond, Virginia * 350 popularly priced woman’s clothing stores * Manufacturers ship floor ready goods to distribution centers * All stores located within 400 miles of a distribution center * Hutch Fashions * Women’s fashion apparel chain * Trendy apparel selection * Complementary array of accessories * Typically require 4000 to 5000 Sq. ft. * Hutch Extra * Cater to women requiring large and half-size apparel * Stores requires less space (2000 to 3000 Sq. ft.)
MARKETING STRATERGY * Customers * Target market is women between 18 to 40 years * Lower-middle to middle-income range * Women who like to wear the latest fashions * Product/Price * Price level between the mass merchandiser and department stores * Customers perceive products to be elegant, fashionable and not too expensive * Location * Within a 400 mile radius of distribution center * Population range of 10,000 to 50,000 * Trade area of 50,000 to 1,50,000 * Low to middle income brackets * Located in Strip malls or strip centers * Located adjacent to center’s anchor * Close to “center court”
1. How do the people living in trade areas compare with Hutch’s target customers?
Given data:
PARTICULARS | Dalton | Hinesville | Population: 2005 | 93,182 | 64,195 | Population: 1999 | 87,293 | 57,945 | Household:2005 | 35,570 | 20,010 | Household:1999 | 33,140 | 17,541 | Families:1996 | 24,347 | 14,277 | Race(1999): White | 92.0% | 54.1% | Race(1999): Black | 4.9% | 38.3% | Age(1999): 0-20 | 31.2% | 40.2% | Age(1999): 21-44 | 37.1% | 47.0% | Age(1999): 45-64 | 21.7% | 9.2% | Average Household Income | $40,397 | $28,677 | Retail Sales (000) : Apparel Stores | $26,634 | $9,339 | Women’s apparel Stores | 21 | 8 |
COMPANIE’S BACKGROUND * Founded in 1952 by John Henry Hutchison * Headquartered in Richmond, Virginia * 350 popularly priced woman’s clothing stores * Manufacturers ship floor ready goods to distribution centers * All stores located within 400 miles of a distribution center * Hutch Fashions * Women’s fashion apparel chain * Trendy apparel selection * Complementary array of accessories * Typically require 4000 to 5000 Sq. ft. * Hutch Extra * Cater to women requiring large and half-size apparel * Stores requires less space (2000 to 3000 Sq. ft.)
MARKETING STRATERGY * Customers * Target market is women between 18 to 40 years * Lower-middle to middle-income range * Women who like to wear the latest fashions * Product/Price * Price level between the mass merchandiser and department stores * Customers perceive products to be elegant, fashionable and not too expensive * Location * Within a 400 mile radius of distribution center * Population range of 10,000 to 50,000 * Trade area of 50,000 to 1,50,000 * Low to middle income brackets * Located in Strip malls or strip centers * Located adjacent to center’s anchor * Close to “center court”
1. How do the people living in trade areas compare with Hutch’s target customers?
Given data:
PARTICULARS | Dalton | Hinesville | Population: 2005 | 93,182 | 64,195 | Population: 1999 | 87,293 | 57,945 | Household:2005 | 35,570 | 20,010 | Household:1999 | 33,140 | 17,541 | Families:1996 | 24,347 | 14,277 | Race(1999): White | 92.0% | 54.1% | Race(1999): Black | 4.9% | 38.3% | Age(1999): 0-20 | 31.2% | 40.2% | Age(1999): 21-44 | 37.1% | 47.0% | Age(1999): 45-64 | 21.7% | 9.2% | Average Household Income | $40,397 | $28,677 | Retail Sales (000) : Apparel Stores | $26,634 | $9,339 | Women’s apparel Stores | 21 | 8 |