getting to know the S.M.A.R.T. girl An introduction to our most important customer the S.M.A.R.T. girl The S.M.A.R.T. girl is our filter for all decisions, so it is very important that every associate in the company understands who she is, how she shops and how to gain her loyalty.
S.M.A.R.T. girl who she is S.M.A.R.T. Girl Key Facts Who she is: demographics Average age is 47 Married (70%) or in a relationship (10%) She is a mom, most likely with a teenager or children in college She is employed, FT (75%) or PT (16%) most likely pink collar positions Household income $89,000
S.M.A.R.T. girl who she is S.M.A.R.T. Girl Key Facts How she dresses: style preferences, fashion influences She wants to look put together Important to keep on trend, but age appropriate She needs her clothes to be appropriate for work and casual dressing She wants to be noticed and complimented on how she dresses Style is the most important attribute, but it must also fit well Value is more important than price
S.M.A.R.T. girl who she is S.M.A.R.T. Girl Key Facts Her shopping behavior: frequency, attitudes, top retailers She takes 30 shopping trips per year and visits at least 3 stores on each trip She spends $1,216 on clothes annually She researches and purchases online She shops Kohl s, JCPenney, and Macy s, but also shops off-price (TJX)
S.M.A.R.T. girl who she is who she is: where she works 68% are in pink collar occupations, 7% are in sales
S.M.A.R.T. girl how she dresses who she is: how she dresses S.M.A.R.T. Girls care more about fashion, trends and clothes; her look is a more important aspect of her life and who she is S.M.A.R.T. Girl is most focused on what her clothes say about her she has a higher level of fashion leadership, interest and sophistication, AND absorbs fashion ideas from a variety of places, including traditional and digital/ new media. It is more important that her clothes make her look fashionable and stand out compared to her peers and that she keeps up with which styles of clothing are in fashion. S.M.A.R.T. Girl more so wants her clothes to make her look younger than other women her age, and even sexy. S.M.A.R.T. Girls wear Simple, Feminine and Trendy styles. S.M.A.R.T. Girl is more likely to buy jeans, special occasion dresses, blazers and outerwear. S.M.A.R.T. Girl either dresses up OR down more, and is more likely to want to stand out from peers.
S.M.A.R.T. girl how she dresses S.M.A.R.T. Girls have a varied fashion sense. She is very open to multiple styles of apparel and is more likely to mix and match styles. 30% who she is: how she dresses 26% 28% 25% 22% 20% 15% 15% 10% 10% 5% 0% Simple Feminine Trendy Classic Bold
S.M.A.R.T. girl how she shops how she shops: when and where S.M.A.R.T. Girls shop on average 30 times per year and she visits 3.1 stores per trip S.M.A.R.T. Girls are very active shoppers. She shops most store formats, and 66% shop online
S.M.A.R.T. girl how she shops how she shops: shopping vs. purchasing specialty stores S.M.A.R.T. Girls are more likely to shop a wide variety of stores including younger, fast fashion brands for ideas S.M.A.R.T. Girls purchase from a wide range of specialty stores They are least likely to shop in Talbots, Spiegel and J.Jill She shops the trendier stores for ideas, but doesn t purchase. Low shop to purchase ratio like NY & Co. (shop 25%; only purchase 13%) or H&M (shop 32%; purchase 20%)
S.M.A.R.T. girl how she shops how she shops: shopping vs. purchasing department stores S.M.A.R.T. Girls shop a wide variety of stores. Top nonspecialty retailers are Kohl s, JCPenney, Target, Macy s for both shopping and purchasing S.M.A.R.T. Girls will shop and purchase at off-pricers like T.J. Maxx, Marshall s and Ross Stores Luxury department stores were fairly high for shopping, but lower for purchasing
getting to know the S.M.A.R.T. girl Learning more about the S.M.A.R.T. girl We wanted to get to know her better, what are her interests and hobbies. This will help us select potential partners for promotions and events. So we asked her
S.M.A.R.T. girl how she lives how she lives: whose style she admires We wanted to understand the type of style/fashion that she found appealing. Top choices were all strong role models.
S.M.A.R.T. girl how she lives how she lives: what she cooks and eats out Our S.M.A.R.T. Girl loves to cook and American, Italian and Mexican are her favorite cuisines to prepare for her family When she goes out to eat she is much more adventurous and other cuisines increase dramatically Chinese food is 6x more likely to be eaten out than made at home.
S.M.A.R.T. girl how she lives how she lives: what kind of music does she like Learning what she likes to listen to helps us to decide the music to play in the store and what type of radio stations to use for potential promotions. 50% 43% 40% Top 10 Music Styles Listened To 33% 27% 25% 16% 16% 15% 14% 10% 9% 0%
S.M.A.R.T. girl how she lives how she lives: what channels she watches on TV Our S.M.A.R.T. Girl top 3 out of 4 networks to watch were the major stations. HGTV and Food Network rounded out the top 5. She watches the decorating, gardening and cooking shows for ideas to make her home special and cook for her family.
getting to know the S.M.A.R.T. girl Learning more about the S.M.A.R.T. girl We are committed to continuing to learn about our target customer. By knowing her better we will be able to provide the right product, right experience and right value to drive engagement. So we will be asking her