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Assignment Study 1 by Zhanna Zakharova

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Perry’s Department Store Perry’s is a small, suburban department store located in Fredericksburg, Virginia. The flagship store is located downtown, with four branch operations in local shopping malls within a 40- mile radius of downtown. Branch: JUNIORs Juniors, a retail marketing demographic aimed at young women ages 13–24. Target market

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Statistics for the city of Fredericksburg

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Juniors’ step- by- step plan

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Step 1 Step 2 Step 3 Step 4 Step 5 Step 6 Redefine Perry’s customer for your area Research and report on current fashion and industry trends Develop the fall/ holiday six- month buying plan Develop Stock assortment plans Plan market purchases Examine the income statement

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Step 1 Redefine Perry’s customer Location: Fredericksburg, VA Orientation: Juniors Age: 13-24 Statistics 2000 census 2006 census Total population 19, 279 21, 273 Gender: Male 8,677 45.0 9,634 45.3% Female 10, 602 55.0 11,639 54.7% Age 15 to 19 2,104 10.9% 2,362 11.10% 20 to 24 2,982 15.5% 3,349 15.74% High School Graduate and Above 80.2% 80.2% Median Family Income 47,148 N/A Total Housing Units 8,888 9,618

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Step 2 Research current trends

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T rendy super cool back to school musts for 2011-2012: • Hot colors - jade, teal, bamboo, coffee, orchid, & phlox • Nail polish colors - graphite, péridot and quartz • Crackle nail polish • New scented nail polish • Chunky funky bracelets - MeBands are cool & collectible • OppoRings • Cool high tops, bold and bedazzled • Funky jewelry - plastic bracelets • Chunky rings • Backpacks, multi-style and color • Large watches • Toms shoes - shoes that give back • Retro sunglasses • Trendy scarves (yes they are still in, and make great belts too.) • Ballet flats • Funky lunch bags - very eco-friendly • Feather earrings • Crochet detailing • Blazers http://www.chiff.com/education/back-school-fashion-trends.htm

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Step 3 Develop Buying Plan

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Research is a necessary component of forecasting and should include: Local, regional, and national economic information Sales trends Fashion Trends Previous year’s sales performance

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