On the Cutting Edge
A Final customer buying from an intermediary of the product The Final customer is the one who makes the final decision on what product to buy and from which supplier to buy it. Most consumer products, and many industrial products, reach Final customers through Intermediaries.
Use Steps: Use steps include all the Final customer's activities to find the appropriate product category at the Intermediary, to choose among the alternatives to the product and to take delivery of the product.
A. Needs for comfort and status
2. Status in the community
a. Need for affiliation: Find segments of customers who wish to identify with a particular group in the society. They want to be a part of a group that has:
1. Distinctive style or appearance
1. On the cutting edge
|1||5621||2005||Speed-to-market is all-important to retailer Forever 21. The store has at most nine months to cash in on a craze before it fades. When ponchos started reappearing on trendsetters in early January 2004, Forever 21 had them in stores in 45 days.|
|2||5331||2004||Four ways that Target maintains a stylish allure in the superstore business are: mixing high style with low prices; resurrecting brands in decline; co-branding with high-profile partners; and building boutique products into big names.|
|3||5699||2003||Unlike Hot Topic's teen clothing competitors, its merchandise is selling fast. Its sales were $115.7 million in the 2nd quarter of 2003, which was up 25% from the year before. Same-store sales rose 5.2% and transactions per store were also up.|
|4||5699||2003||Hot Topic has an unique niche within the teen clothing market because of its edgier look. "There's a limited number of companies that are serving this differentiated niche right now. It seems to be the most successful niche in retail."|
|5||5699||2003||Hot Topic staffers regularly attend concerts by up-and-coming and established bands to scout fashion trends. The store reimburses store clerks for concert tickets if they write up a fashion report afterward.|
|6||5699||2003||The teenage market is difficult to corner because product popularity changes quickly. To succeed you must keep with the trends, and Pacific Sunwear accomplishes that by asking customers and managers what brands are hot.|
|7||5331||2000||Target is known for its flashy fashion on its cheap household items and clothing. It is now trying its hand in the food business as it is stocking roasts, seafood, gourmet pastas, and sauces.|
|8||5699||2003||Music is the primary influence on teen fashion. Hot Topic's bread and butter is T-shirts featuring bands few people have ever heard of. It also carries nipple rings, white makeup and long, vinyl Matrix-like coats.|