The VALS survey and Libi Lu target market

The VALS survey is pretty accurate when one is trying to find out what kind of motivation, I guess you would say, was behind a person pushing them towards their goal. I took the VALS survey as if I was a Libi Lu shopper and it told me that I was an Experiencer/Striver. I think this is also the same as he target market for Libi Lu would be.

An experiencer is motivated by self-expression. They want to try out new possibilities and they seek variety and excitement. They are always willing to take a risk. They get energy by exercise, sports, outdoor recreation, and social activities. The down fall about being an experiencer is the spend most of the income on fashion, entertainment and socializing. They want to look good and have cool stuff. My group had the store Libi Lu and I think this describes the target market for that specific store. The target market is young girls who seek excitement and fun! They come to Libi Lu to sing with the staff and do their makeup and dance. They get their energy by recreation.

A striver is a little different in a way that they accomplish things because they are motivated by achievement. Strivers are trendy and fun loving; however, they worry about the opinions and approval of others. Money pretty much defines a striver. They are active consumers because they show their ability to buy and shopping to them is a social activity. I think the parents of the girls that go to Libi Lu are strivers. They are probably stay home moms or moms with a small job but not a career. They have time to kill and husband’s money to waste. Strivers want to show off pretty much and what better way than to take your daughter to Libi Lu and make her a pretty princess. The other kids would get jealous.

I think the VALS test is pretty accurate to telling a person what kind of shopper they are. For Libi Lu the target market is young girls who have parents with money. They like to play dress up and love Hannah Montana. Any little girls dream.

The history of Forever21

Forever21 first opened its doors in 1984. It is a chain of clothing retailers that was first called Fashion21 and the first store was opened in Las Angeles, California. Do-Won Chang and his wife, Jin-Sook began the famous clothing store as we know it to be Forever21 today. The first store was small and located at 5637 N. Figueroa St. in the Highland Park, where it still stands today and satisfying customers with fabulous clothes while using the original name, Fashion21. The store became popular and grew drastically in the first year. The store became well known and got so much business that they had enough money to open a new store every six months. That’s when they changed the name from Fashion21 to Forever21.

The first ten Forever21 stores were not located in malls. The 11^th store was the first to be placed in a mall location at the Panorama Mall. After so many stores opening in different places, the store began to expand in merchandise so the stores became larger in square feet. The store became so popular that by 1997 there were 40 Forever21 stores.

Forever21 has many different brands within the company, brands like Forever 21, ForeverXXI, For Love 21 and Gadzooks. Forever21 sells men and women’s clothing and accessories. Not all of the stores sell men’s clothing. In 2001 workers started a boycott because they working and payroll conditions were not fair. The workers were paid better and the lawsuit was dropped. Forever21 has been known to make knock-offs of other more high-end designers. But of course us knock-off lovers are happy that Forever21 can make us clothes that look like the real thing. The owners of Forever21 print the words John 3:16 to show their Christian faith.

Forever21 is a great less expensive and fashion forward store. It will always be my number one choice!

Work Cited- http://en.wikipedia.org/wiki/Forever_21