Assignment 2 Marketing Profile
Haylee Wilhere - Student ID: 1473559
Professor Marcella Kelly
Business 1 - Section 1257
15 November 2014
Marketing Profile: Justice Stores, LLC
To begin, the Justice stores are retail stores (Kelly, Williams 214) that sell trendy fashions and accessories for young girls. The Justice stores are a subsidiary of Tween Brands, Inc. and have store locations in both the United States and Canada (“Company Overview of Justice Stores, LLC”, 2014). The Justice stores chain has been proven to be very successful and in 2011 outsold both Walmart and Target when it came to the category of young girl’s clothing (Klara, “It’s Not Easy Being Tween”).
If one was to segment the market (Kelly, Williams 174) of Justice, one would divide the market – i.e. girls in the United States and Canada – into groups, which would be young girls in general and young girls ages 7-14. The target market (Kelly, Williams 175) of the Justice stores are ultimately trendy, fashion-conscious girls between the ages of 7-14 colloquially known as “tweens” in the United States and Canada, which are where the Justice stores are located. CEO of Tween Brands, Inc., Michael Rayden, states: “…the last thing a 10- or 12-year-old girl wants is to look like her mom” (Klara, “It’s Not Easy Being Tween”).
The main marketing communication strategy that Justice relies on is what is called: “sensory overload” (Younger, Justice stores rely on tween nagging and sensory overload to boost sales”) in the actual stores. What this means is that the stores are very bright and colorful and loudly play the hottest music for young girls (for example, songs from the boy band, “One Direction”) and grand, glittery displays (Kelly, Williams 207) of rainbow arrays of clothes, accessories and plenty of other knick-knacks for tween girls such as locker door décor all up front and throughout the store. This apparent sensory overload is what makes young girls beg their mothers to go in there and buy them something (Younger, “Justice stores
Professor Marcella Kelly
Business 1 - Section 1257
15 November 2014
Marketing Profile: Justice Stores, LLC
To begin, the Justice stores are retail stores (Kelly, Williams 214) that sell trendy fashions and accessories for young girls. The Justice stores are a subsidiary of Tween Brands, Inc. and have store locations in both the United States and Canada (“Company Overview of Justice Stores, LLC”, 2014). The Justice stores chain has been proven to be very successful and in 2011 outsold both Walmart and Target when it came to the category of young girl’s clothing (Klara, “It’s Not Easy Being Tween”).
If one was to segment the market (Kelly, Williams 174) of Justice, one would divide the market – i.e. girls in the United States and Canada – into groups, which would be young girls in general and young girls ages 7-14. The target market (Kelly, Williams 175) of the Justice stores are ultimately trendy, fashion-conscious girls between the ages of 7-14 colloquially known as “tweens” in the United States and Canada, which are where the Justice stores are located. CEO of Tween Brands, Inc., Michael Rayden, states: “…the last thing a 10- or 12-year-old girl wants is to look like her mom” (Klara, “It’s Not Easy Being Tween”).
The main marketing communication strategy that Justice relies on is what is called: “sensory overload” (Younger, Justice stores rely on tween nagging and sensory overload to boost sales”) in the actual stores. What this means is that the stores are very bright and colorful and loudly play the hottest music for young girls (for example, songs from the boy band, “One Direction”) and grand, glittery displays (Kelly, Williams 207) of rainbow arrays of clothes, accessories and plenty of other knick-knacks for tween girls such as locker door décor all up front and throughout the store. This apparent sensory overload is what makes young girls beg their mothers to go in there and buy them something (Younger, “Justice stores
Cited: “Company Overview of Justices Stores, LLC”. Businessweek.com. Bloomberg L.P., 14 Nov. 2014. Web. 15 Nov. 2014. Kelly, Marce and Williams, chuck. BUSN. 7th Edition. Stamford: Cengage Learning, 2014. Print. Klara, Robert. “It’s Not Easy Being Tween”. Adweek.com. Prometheus Global Media, 27 June 2012. Web. 15 Nov. 2014. LaPrete, Jay. “Tween Brands revisit first strategy”. USAToday.com. Gannett Company, Inc., 17 Aug. 2006. Web. 15 Nov. 2014. “Loyalty Programs”. ShopJustice.com. Tween Brands, Inc., 2014. Web. 15 Nov. 014. Younger, Shannan. “Justice stores rely on tween nagging and sensory overload to boost sales”. ChicagoNow.com. Tribune Media Group, 5 July 2012. Web. 15 Nov. 2014.