BUS 620: Managerial Marketing
Dr. Christopher Huesman
September 10, 2012
Retail Business Analysis
Claire’s Stores has been in malls for more than three decades. It has over 1,500 stores in the United States, Canada, England, Japan, Puerto Rico, and Scotland. Claire’s is the leader in fashion accessories that are priced from $2 to $20, with the average price being $4. The store’s target customers are females aged 13 to 40. Even though the economy has not been good lately Claire’s has ruled the market with their products and impulse purchases.
Claire’s uses demographic segmentation when marketing their products. They cater to females and sell only products a female would use. They have the most up-to-date fashion accessories on the market. Any teenager or young lady will find something in the store that they like. They sell earrings, necklaces, scarves, bracelets, purses, and many other fashion accessories. Claire’s has something in their stores to match any outfit that a girl has on. They segment by income size too. Their products are not as expensive as most of their competitors and they range in price from $2 to $20. So whether you are on a budget or just looking for some more jewelry to match your clothes, you will find something in Claire’s to fit your spending range. They look at age when looking at their customers want. They know younger girls like stuff they see on TV and they carry these kinds of accessories. So when a teenager wants something in style to go with what she has on, the first place they may think of to go get some accessories is Claire’s because they know there is going to be something they can afford to buy and still be fashionable and wear the latest trends in accessories.
Another marketing strategy that Claire’s uses in marketing its’ products is the focus strategy. Under a focus strategy a business focuses its effort on one particular segment of...