Perry's

Department
Store

Leah Snider
Junior's Department Buyer

Table of Contents
Charts and Graphs........................................................3-4
Customer Profiles...........................................................5-7
6 Month Plan.....................................................................8
Competitive Store Survey...........................................9-10
Stock Classification Plan...........................................11-12
Promotial Item...........................................................13-15
Newsletter.......................................................................16
Trend Report..............................................................17-18

Charts and Graphs

After School Activities

Number of Teens in Spotsylvania

Number of Teens in Fredericksberg

Number of Teens in Stafford County

Customer Profiles
Store: Fredericksberg

Average Age of Purchaser: 10 to 16 years old

Family Income: $46,127
Average Purchase in Dollars: $85

Fashion Attitude:
Fredericksburg is the most fashion forward
city of all five cities. This is because they are in
a downtown area and influenced by many
things. In the town, they have the stores Kohls,
Old Navy, JCPenny, Target, Macy's, DSW, and
Pacsun. The juniors in this area most likely buy
fasionable clothing and are conserned about
their apperance. They will spend more money
per purchase on clothing items.

Lifestyle:
The people that live in Fredericksburg live in a
downtown area. Although it is downtown, it is
also a historic area. There are many activities
for the juniors to be involved in.

Store: Spotsylvania

Average Age of Purchaser: 10 to 16 years old

Family Income: $81,148

Average Purchase in Dollars: $75

Fashion Attitude:
Spotsylvania is a fashion forward city. There
are many stores that give the junior shoppers chances to express their fashion sense.
They have the stores the shop at like Justice,
Kohls, Old Navy, Kmart, Target, Journey's,
Ross and Marshalls. This makes Perry's a good
competition in Spotsylvania.

Lifestyle:
Spotsylvania is a rural city with a growing
community. This city is known as the "Crossroads of the Civil War." There are lots of historical markers in this town. There is Lake Anna is
located, which offers residents many activites like swimming, sailing, water-skiing, and
fishing. Along the park the community has
horsebackriding, hiking, biking and camping
grounds. The residents of this area like to be
outdoors and always active. This is also an
area high is tourism due to its historical atraction.

Store: Dale City

Average Age of Purchaser: 10 to 16 years old

Family Income: $92,246

Average Purchase in Dollars: $70

Fashion Attitude:
Dale City has many dicount and outlet
stores. Some of the stores they have are Ross,
Nordstrom Rack, Coach Outlet and Polo
Factory Outlet. This means that the customer
is not as conserned about fashion. The customer in this area is not buying fashion forward outfit or conserned about new trends.
They like to buy clothes at a good price that
will last. The juniors in this area are more concered with buying many clothing items at a
good price than having a trendy item.

Lifestyle:
Dale City is located about 25 miles sound of
Washiongton D.C. The major attraction the
Dale City has is it's outlet mall. It is the biggest outlet mall in the state and the largest
outlet mall in the United States. This area has
a few other attractions like waterparks and
historic museams. This town has people that
also enjoy being outdoors but these people
do not like to spend their money on clothing.
They would rather spend it on other items or
rewards like vactions.

Store: Stafford

Average Age of Purchaser: 10 to 16 years
old

Family Income: $93,065

Average Purchase in Dollars: $70

Fashion Attitude:
Stafford has stores that are not as fashion
forward. The stores are more conserned with
having a good price than being the first
with a new fashion. These stores are Kohls,
Walmart and Payless. This means that the
juniors in this area and not conserned with
being fashionable. They want to buy clothing
at a good price and look good. They want to
make purchases for many items and pay less.

Lifestyle:
Stafford is known for being "George Washington's boyhood Home." This town is very patriotic and very close nit. They have many historic attractions and museums. This town has
22 county parks, 2 national parks, 41 athletic
fields, 8 playgrounds and 17 tennis courts.
They are a town that likes to be active and
enjoys the outdoors. They are not conserned
with being fashion forward and trends. They
enjoy other things like being active.

Store: Caroline

Average Age of Purchaser: 10 to 16 years
old

Family Income: $56,638

Average Purchase in Dollars: $70

Fashion Attitude:
Caroline has a mix of low and middle end
stores. They have Target, Ross, Dress Barn,
Justice, and Walmart. This customer is interested more in price than fashion. They want
to buy clothing at a good price. They are
concerned with fashion and style later.

Lifestyle:
Caroline has a mix if history and museums.
This town has people interested in agriculture, golf and other sports. There are farmers markets, horseback riding, animal farms.
There are many golf courses in this area as
well as places to practice sports. They have
parks and recreation centers. The people
of this area like to be outdoors and work
with their hands. They like to get a good
deal on clothing and not spend much.

6 Month Plan
SALES $

AUGUST

SEPTEMBER

OCTOBER

NOVEMBER

DECEMBER

JANUARY

FEBRUARY

SEASONAL
TOTAL

Last Year

225.0

300.0

210.0

255.0

390.0

120.0

1500.0

Plan

252.0

252.0

168.0

420.0

420.0

168.0

1680.0

% Inc./
Dec.

12.0$

-16.0%

-20.0%

64.7%

7.7%

40.0%

12%

Revised

15%

15%

10%

25%

25%

10%

100%

Last Year

3.9

3.0

4.1

3.6

2.5

6.3

5.7

Plan

3.7

3.2

5.0

3.5

3.0

7.1

5.7

Last Year

877.5

900.0

861.0

918.0

975.0

756.0

850.0

Plan

932.4

806.4

840.0

1,470.0

1,260.0

1,192.8

1,083.6

Last Year

89.5

45.0

66.0

51.5

134.0

64.0

450.0

Plan

25.2

25.2

16.8

105.0

105.0

33.6

504.0

% to Sales

10%

10%

10%

25%

25%

20%

30%

% to
Month

5%

5%

3.3%

20.8%

20.8%

6.7%

100%

Revised

10%

10%

10%

25%

25%

20%

100%

Last Year

337.0

306.0

333.0

363.5

305.0

278.0

1,922.5

Plan

151.2

310.8

814.8

315.0

457.8

92.4

Actual
Stock/
Sales Ratio

BOM Stock
$

876.8

Revised
Actual
Markdown
$

Actual
Purchases $

Revised
Actual

Competitive Store Survey

Online Store: PacSun
Evaluation of website:
1. Exterior: The home page of PanSun shows featured brands and clothing items. Some of the featured bands it shows are Diamond, RVCA, Hurley and Nike. The colors are white, grey and other neutrals. It has pictures of symmetrical clothing items laid out.
2. Interior: The interior has a main picture when you open the page. It has a picture of the featured
designer they have. They have one picture of Kendall and Kylie Jenner and another of Rihanna. The
pictures show them in the clothing and how to style the clothes. Further down the page it shows Instagram pictures of people wearing the clothes from the collection and a video to promote it.
3. Classification: PacSuns classifications are dresses and rompers, tops, graphic tees and tanks, tank
tops, hoodies and sweatshirts, jackets and coats, bralettes, jeans, pants and joggers, shorts, skirts,
swimwear. They also sell shoes and accessories.
4. Price: The price ranges from $14.95 up to 75.00 for a shirt and jeans are about $60. The prices are
moderate but they compete with Perrys.
5. Vendors: PacSun carries the brands Billabong, Brandy Mellvelle, Burton, California Love, Mink Pink,
Rip Curl, Roxy, Vans Shoes, Young & Reckless and more.
6. Visual Displays: Most of the pictures of the models are in a warehouse setting. The background has
exposed beams and large windows with white walls. Their lifestyle clothing is all on the beach or by
trees.
I think that Perrys is a better place to shop because it has more of a selection of clothing. PacSun is
very much a lifestyle brand. They carry a lot of sun, surf, skate clothing. Perrys has a little bit of everything. We carry clothing for every occasion all year round. We are also a better price point.
PacSun can be a better choice because they have exactly what you need if you are looking for sun,
surf or skate items. You can go to this one store and get what you need. They are a lifestyle brand
store, so if you need a bathing suit or cover up, they will have it year round. Almost none of the store
is private label clothing. They have over 100 brands represented at their stores. On their website they
have 19 items that are private label.

Mall Store: Ross Stores

Evaluation of Store:
1. Exterior: The exterior of Ross is a simple building. It has the name of the store above the door entrance in large blue writing. The store is part of a shopping mall. It has no window displays and no
mannequins. Part of their philosophy is to have no displays so the customer is not distracted. We
believe in no frillsno window displays, mannequins, fancy fixtures or decorations in our stores so we
can pass more savings on to our customers (Rossstores.com).
2. Interior: The interior has a big opening and lots of clothing. There are many rolling racks of clothing.
There is blue writing on the walls and blue signs hanging from the ceiling, designating which department it is.
3. Classification: Ross has Womens including ladies, juniors, plus and fashion accessories. Mens clothing includes Mens, young men, and mens accessories. The Kids department includes kids and kids
toys. There are shoes for women, men and kids and a home department.
4. Price: The price of the clothing at Ross is very low. The clothes at Ross are very reduced or even
on sale. Their slogan is Dress for Less. They want their customer to find clothing they love for a great
price.
5. Vendors: Ross carries various vendors. They carry Levi, Nike, Sketchers, Converse, Hurley, Perry Ellis,
Vans, Steve Madden, Puma and Nine West.
6. Visual Displays: We believe in no frillsno window displays, mannequins, fancy fixtures or decorations in our stores so we can pass more savings on to our customers (Rossstore.com). There are no
visual displays in Ross stores. They believe this is beneficial to their store.
I think that Perrys is a better place to shop because we have a better selection. Perrys has more up
to date clothing and fashionable items. You are going to find more trendy clothing items and that
are more current. I think that Ross could be a better place to shop because they have a better deal.
You can buy more items at this store and spend the same amount of money one less items at Perrys.
This is a store where your dollar is going to go further. None of the clothing at Ross is private label. They
buy clothing from many different retailors. Most of the clothing that they buy is from the previous season or the year before. Their clothing is also heavily discounted.

10

Stock Classification
CLASSIFICATION

PERCENT

SEAON SALES

Denim
Pants
Tops
Skirts
Dresses
Outerwear
Athletic

15.0%
12.0%
14.0%
12.0%
12.0%
12.0%
15.0%

1,680.0
1,680.0
1,680.0
1,680.0
1,680.0
1,680.0
1,680.0

CLASSIFICATION
SALES
252.0
201.6
235.2
201.6
201.6
201.6
252.0

Related Seperates

8.0%

1,680.0

134.4

Total

100%

11

CLASSIFICA- August
TION
15%

September Octo20%
ber
14%

November December January

17%
26%
8%

TOTAL
SALES%

TOTAL
SALES $

Denim

37.8

50.4

35.3

42.8

65.5

20.1

15.0%

252.0

Pants

30.2

40.3

28.2

34.3

52.4

16.1

12.0%

201.6

Tops

35.3

47.0

32.9

40.0

61.1

18.8

14.0%

235.2

Skirts

30.2

40.3

28.2

34.2

52.4

16.1

12.0%

201.6

Dresses

30.2

40.3

28.2

34.3

52.4

16.1

12.0%

201.6

Outerwear

30.2

40.3

28.2

34.3

52.4

16.1

12.0%

201.6

Athletic

37.8

50.4

35.3

42.8

65.5

20.1

15.0%

252.0

Related
Seperates

20.2

26.8

18.8

22.8

34.9

10.7

8.0%

134.4

100%

1,680.0

12

Promotions
FALL/HOLIDAY SALES PROMOTION BUDGET

Last Year Actual % of Sales
3.2%
This Year Plan % of Sales
4.0%
Last Year Actual $ $48.0
This Year Plan $
$67.2
Sales Promotion % and $ by Month


PERCENT DOLLARS
August
September
October
November
December
January

5.0%
5.0%
10.0%
40.0%
30.0%
10.0%

TOTAL 100%

13

3.3
3.3
6.7
26.8
20.1
6.7

ADVERTISING INFORMATION FORM

Dept. #
244
Buyer: Leah Snider
Name: Juniors
Phone: 248-915-8064

Ad Date
31-Oct Ad Size Half Page
Event: Monday Madness Sale

Newspaper Radio Television
Other:
Feature Box Listing

New Artwork
Pickup Art
X Photography

Store Locations (check those that apply):
X Downtown X Stafford
X Dale City X Spotsylvania
X
Caroline

Merchandise Facts:
Vendor Name:
Todd Oldham Jeans
Brand: Todd Oldham Jeans
Co-op: Yes
Co-op $ Amount:
$1000
Co-op Authorizer:
Jill
Specifications: Company name must be on front of advertisment

14

Item: Prairie Angel Shirt
Style # S3NG199007
Color: White 800
Sizes
S-L
Material: Cotton
Price: $15.00
Original: 34.5
Special Value: $25.5

Target Customer: 12-17 girls
Most Important Feature:
Photos must be of young girls wearing the clothing

Merchandise Description and Benefits:
-Models must be between the ages of 14-20 years old
-Must be waearing the Prairie Angel Shirt with other Todd Oldham items
-Must be smiling in all photos
-All accessories must be Todd Oldham or sold in Juniors department

Buyer Signature
Leah Snider

SIGN REQUISITION

Dept #
244
Buyer: Leah Snider
Name:
Juniors

Date Submitted:
10/12/15
Date Needed:
10/29/2015

Ad Date:
10/31/2015
Event:
Monday Madness Sale

Quantity of signs needed by location:
3 Downtown 3 Stafford
3 Dale City 3 Spotsylvania
3
Caroline
Size of Sign:
X
5-1/2 x 7
Half Sheet

7 x 11
Full Sheet
Horizontal Vertical

Most Important Feature:
-Sticker signs of front windows in red
-One sign located at enterance of store
-One sign located at front of Juniors section
-One sign located by cash registers

Other Facts/Benefits:
All signs must be set up before opening the stores on October 31


Price 25.5 Regular
34.5
Special Value
25.5

Date Received:
10/29/15
Date Completed: 10/31/15
Signature Leah Snider

15

Newsletter
November Newsletter
CONGRATULATIONS SPOTSYLVANIA!!!
Congratulations to our Spotsylvania
Juniors Department for exceeding their
sales goal for October!

Perrys is so proud to welcome

new vendors to our department!
We will be welcoming LA Belle,
Paris Blues, XOXO and Buffalo.
Expect shipments from these
vendors the week of November
9, 2015.

PROMOTIONS!

This seasons color trend report

according to Pantone Color! All
of Perrys stores will be seeing
amazing colors in these great
new colors for the fall!

Monday Madness Event: This event will happen on November 1, 2015. Items will be on sale from 10-40%
off. Department managers will receive information about this event the week before the sale.
One Day Sale: This will happen on November 14, 2015. This is also a one day sale. Items will be on sale
from 10-40% off. Department managers will receive information about this event the week before the
sale.
Black Friday: Black Friday sales will begin on November 26, 2015 at 6pm. Select items will be on sale from
the 26 through Monday 30. Items will be on sale from 20-60% off. Managers from each department will
receive information for the event on November 20.

16

Trend Report

17

18