I’m not really sure what I think of The VALS Segments. On the one hand I totally agree with the idea that what we purchase and why goes beyond our financial ability to, but I’m not really sure everyone can be categorized, but the personality descriptions do make sense. I took the survey and I’m not really sure it’s accurate. I saw a little bit of myself in the description but not much, some of the characteristics they mentioned are just not me.
My group worked on Old Navy, we identified their target market as males and female ages 13 to 30 making 30,000 a year or less, who shopped at Old Navy to stock up on the basics, we also felt that Old Navy wanted to get your business at every stage in your life. This broad description seems difficult to place in the VALS types, so I went online to see who Old Navy said was their target customer.
“Fashion, family and value,” that’s Old Navy’s motto (Reuters.com), which makes sense given that the company sees it main customer as a 29 year old young mother named Jenny. According to an article on MarketWatch.com, “Jenny” was identified last year and even her name has significance, it was the most popular girls name in 1979. The article also stated that Old Navy is changing its marketing to become more family friendly, because “the young mother buys first for her family.”
Now, with this information I’d say Jenny is a “Believer” and when I looked at Old Navy’s current lineup I could see it…kind of. They have a suit colleciton and they have entitled the spring collections at Ladies who Lunch, Farmers Market and Beach Bound, and I can see how the first two would be appealing to young mothers, also since she’s buying for her family they are currently having a huge sale on kids clothing.
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