Ann Taylor Loft: Customer Profile

Ann Taylor Loft has become a major retailer targeted towards middle aged, middle to upper class women. Our mothers ages 46 and 50 regularly shop at "The Loft" in search of the newest fashions. Their apparel is appealing to these women because of its versatility, sophisticated look and overall age-appropriateness.

Because we are familiar with the store and it's target customers simply from shopping with our moms, we have noticed a stereotypical customer. Most of these shoppers depend on Ann Taylor Loft to provide an entire outfit that will fulfill their desire to look classic yet casual and chic. In more detail, this customer has these qualities:

1. Has about 2-3 children
2. Is well groomed (i.e. gets a manicure and hair done on a regular basis)
3. Is in the age range of early 30's-early 60's
4. Is married
5. Between her and her husband, she has a substantial income
6. She enjoys a good chick flick
7. She watches "Divorce Court" and "American Idol"
8. Prefers cooking meals rather than eating out
9. Has pets
10. Large wardrobe with many options so when she is pressed for time she has several "go-to" outfits
11. Tends to purchase staple colors such as navy, black and cream.
12. Takes beach vacations in the summer/ travels frequently
13. Conscience of their weight
14. Drives her own SUV
15. She's organized (keeps a DayTimer), responsible and pays all her bills on time

These specifics may or may not be true of every customer, but for the most part, Ann Taylor Loft targets this woman. This retailer knows it's customer and is therefore very successful.

SWOT Analysis: Heather Lynn

SWOT: Heather Lynn

Strengths:

I am young

I am in school

I am physically healthy

I do not have any children

Being neat and organized

I go to work and continue to keep up my grades

Weaknesses:

I have low self confidence

Eat too much-sweets mostly

Take too long to get dressed

Do not study as much as I should

Think too much into small details

Opportunities:

I have time and money to continue my education and get a degree

I have the opportunity to become close with professors so that I can turn to them in the future for help in my career path

Threats:

If I get very sick it could affect my education and graduation date

Loss of job, which could control money in reaching my desired education level

Loss of a parent could change many outcomes of my career choice, education ability, and my overall health

Jessica's SWOT Analysis

Strengths: Being responsible, punctual and organized. I am generally good-humored and personable. I am a deep thinker and a perfectionist, an attentive listener and an empathetic friend. I am cautious and wary of my surroundings. I am an effective writer and I can be a decent leader.

Weaknesses: Multi-tasking, staying focused and procrastinating. I struggle with time-management and risk taking. I'm not as confident as I should be and I often second guess my instincts.

Opportunities: Being in college, I have numerous opportunities to grow as an individual. I can start by proving myself to be a good student. I can get to know my instructors and then feel more comfortable asking them for advice or recommendation letters in the future. I have the opportunity to make long term friendships and memories that will last a lifetime. Ultimately I have the opportunity to learn as much as I can to better prepare myself for my future career.

Threats: All of my goals in life can be easily threatened by making bad decisions. For example, being sociable and hanging out with my friends and boyfriend is a good thing, but if I fail to manage my time wisely, then I could end up falling behind in school. My often lazy attitude poses a threat to my success as a student.

Mission Statement: Jessica Flanagan

Mission Statement: To become a confident and reliable business woman after earning a degree in Consumer, Apparel and Retail Studies from the University of North Carolina at Greensboro. To achieve this I plan to give 100% of my effort into all of my classes in hopes of better preparing myself for future endeavors. I plan to marry the man of my dreams and start a family. Along the way I will grow in my Christian faith and not lose sight of my purpose in life: to honor God in all that I do.

Mission Statement: Heather Lynn

Mission Statement
To continue my education as a student and graduate in 2 years with a degree in Consumer, Apparel, and Retail. I will study hard and pass all classes I enroll in. I will continue to live at home to save my parents money so they will be able to help me in the future. After graduation, I will start the job I desire. I will do what interests me the most and makes me happy. If I need to, I will move to the area around my job location. There I will purchase a moderate size house located near the city. Once well into my job, I will get married to the guy I love with all my heart. I will marry someone who makes me happy and loves me for who I am. After a couple years of marriage, I will have kids. I will continue to stay close with family and friends because one day I may really need them.