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Objective: To clearly define the target market, select (buy) product mix and establish either a presentation or
marketing opportunity. If marketing is chosen, it must include a significant social media component. The result
will be the maximization of sales and profit.
1. Research the current customer, as defined by the Wet Seal, before deciding whether they would modify for the
purpose of this case study through a store visit as well as the internet. As a result, the first action point
should be who YOU believe the Wet Seal’s customer should be, to include specific demographics and psychographics.
Consider competitors as well as an appropriate niche in the market.
2. Observe Wet Seal’s current merchandise selection, also through your store visit as well as the internet
offerings. It might be helpful to have an understanding of the other Wet Seal Inc. division, Arden B and mentally
taking note of similarities and differences.
3. As a result of your research, decide what merchandise you would buy for the customer you have identified. The
internet is your showroom! Select 5-6 major categories of merchandise for a future season, and select 5-6
pictures for each category. In selecting items for a future season, you will have to do some trend research
before you begin in order to determine what will be important to include in your product mix. Categories should
be significant enough so that if you were opening a brand new Wet Seal store, they would fill approximately 75%
of the women’s allocated floor space. Be certain you take into account both the variety and assortment criteria,
i.e. breadth and depth, to include a balance between fashion and basic, colors, sizes etc. *Note: Instructors and
students may decide to agree on 2-3 of the categories to be chosen by the students if deemed appropriate. The
other categories will be selected based on student discretion. Be certain the products chosen for each category
have a consistent pricing strategy. For example, you may find a great top on shopbop.com that is $175.00, but you
have identified your market to be 18-25. You may use the top, BUT be sure to price it consistent with your
customer, as well as a consistent price ending.
4. Each category of merchandise should include a brief overview as to why it was selected prior to the
illustrations of what you have purchased. It is critical that what you have bought, and how you have priced the
items, is consistent with whom you have identified as the target customer.
5. Last action point will have either a merchandise presentation or a marketing focus. Once that is established
by the student, specific implementation strategies must be articulated clearly as to HOW it would be implemented.
In the case of presentation, a plan-o-gram could be included, in addition to the verbiage, to illustrate the
actual physical changes within the 4 walls of the store. It would be helpful, if presentation is selected, that
you visit a Wet Seal store that has executed the new prototype and compare to an “older” version. If a marketing
action point is chosen, it MUST include a strong social media component.
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