Ready to Wear Demographics Featuring Wal-Mart, Kohl’s and Carson’s By: Monika Bickham
To deliver a great shopping experience to our customers on a consistent basis throughout the country at all times of the year. Every customer, Every time, Every store.
Kohl’s Mission Statement
Sales 9% 14%
36% Women's Men's Home Children's Footwear
20%
Kohl’s merchandise content in 2010 according to its Fact Book
21%
Merchandise Content
40%
60%
Customer Demographics & Gender
Female Male
18% 4% 9%
7%
63%
Married Unmarried/Live with partner Divorced Widowed Single/Never married
Customer Demographics & Marital Status
17%
9% 16%
16%
18-24 25-34 35-44 45-54 55-64 65+ 20% 21%
Customer Demographics & Age
22%
6%
8% 11%
33%
19%
less than 15K 15K-24K 25K-34K 35K-49K 50K-74K 75K-99K
Customer Demographics & Annual Income
1%
23%
35%
Northeast Midwest South West
41%
Customer Demographics & US Census Region
We save people money so they can live better lives.
Wal-Mart’s Mission Statement
44%
56%
Customer Demographics & Gender
Male Female
22% 5%
52%
12%
Married Unmarried/ Live with Partner Divorced or Separated Widowed Single Never Married
8%
Customer Demographics & Marital Status
17%
13% 17%
15%
18-24 25-34 35-44 45-54 55-64 65+ 20%
18%
Customer Demographics & Age
12%
13% 14%
25%
16%
Less than 15K 15K-24K 25K-34K 35K-49K 50K-74K 75K-99K
19%
Customer Demographics & Annual Income
1%
20%
49% Northeast Midwest South West 29%
Customer Demographics & US Census Region
• Carson’s doesn’t have an official ‘mission statement’ • Carson’s is owned by The Bon-Ton Stores Inc. • All stores owned by Bon-Ton are aesthetically the same with identical brands and services; the main difference are the names • Each online website is also identical with only the name changing (the logo is also the same)
Things to know!
“Because of the diverse product offering Bon Ton does not have a highly specific demographic or target customer. A large variety of merchandise fulfills the needs of many demographics. Bon Ton offers apparel for men, women, teenagers and children and also a large assortment of cosmetics, handbags, furniture and hoe accessories. For many consumers, Bon Ton is a one-stop shop that satisfied multiple desires and needs.�
The Bon-Ton Customer
Net Sales 10% 10%
30% Womens Home Cosmetics Mens Accessories Footwear
14%
16%
20%
Bon Ton Net Sells in 2009
• Kohl’s: Demographics article from 2012 http://adage.com/article/adagestat/demographics-retail/233399/ Website http://www.kohlscorporation.com/AboutKohls/AboutKohls01.htm • Wal-Mart: Demographics article from 2012 http://adage.com/article/adagestat/demographics-retail/233399/ Website http://www.walmart.com/ • Carson’s/Bon Ton: The Bon Ton Stores, Inc. Analysis of Detail Disribution and Managment By Catey Guadio, Bryce Moffet and Kelly Rafferty
Source List