Part II. Customer, Conditions, & Competitor Analysis Marketing Plan Part II. Customer, Conditions, & Competitor Analysis Replay Children’s Wear Julianna Thoennes 952 NW Circle Corvallis, OR 97330 Main: 541-753-6903 Email: replaychildrenswear@comcast.net

Image Replay aims to be seen as a boutique retail store for the frugal and green conscience family consumer

Target Market Pregnant women Frugal shoppers Corvallis residents Families, specifically moms, with young children Pregnant women Frugal shoppers Corvallis residents 11/28/2018

Why Replay? High Quality Products Name Brands Economic Benefit Recycling Family Centered

Product Breakdown * Main focus is children’s clothes which account for 70% of inventory and sales * 20% of inventory is maternity clothes, but these are harder to sell - women are pickier - no suitable dressing room * Kid’s furniture, toys, and books is remaining 10%, but space is an issue

Informational Sources Magazines Mailings School Circles PTAs Parenting Classes Pregnancy Classes Flyers Internet Billboards

Demographic Conditions Corvallis: * Average family size: 2.91 members * 5% of the pop under 5 years of age * 27% of households have children under 18 * 4.6% are single moms w/ children under 18 * 41.2% of households earned $50,000/yr or less * 27.3% earned $35,000yr or less * It is estimated that 11% of households in Corvallis fit in Replay’s target market

Economic Conditions * Recession provides opportunity for secondhand store * Families are looking to enact cost saving measures, especially on kids’ clothes which can be seen as short-term purchases * Families can also make money consigning clothes, which encourages repeat visits

Social Conditions * Social stigma of “secondhand” Especially detrimental for children’s clothing since it’s so often given as gifts * Inventory must stay current and be “in season” or it may be considered obsolete

Regulatory Conditions * Clothes and toys must comply with Federal and State regulations * Replay is connected with website that gives email updates on recalled products * www.cpsc.gov is comprehensive site for product safety

Technological Conditions * As technology improves, so does the opportunity for marketing and networking - e.g. social networking is becoming a popular way for families to share pictures of kids * Computerizes inventory system makes tracking consignments easier (but only once products are in the system)

Supplier vs. Buyer Power * As a buyer, Replay holds most of the power - decide which products to accept - sets prices * As suppliers, consignees have limited donations and compete with other donators

Competitors * Goodwill, other secondhand stores * Target, Fred Meyer, and department retail stores * Online venues such as Craigslist * Mother Goose and Jack & Jill’s – both in Albany

Competitors * However, Replay doesn’t see any of these places as true competition: - Goodwill is too unorganized and lesser quality - Retail stores offer new clothes which are not direct substitutes - Replay doesn’t have enough online presence to be competitive Albany stores, like Replay, are too small to worry about being rivals. Instead they help each other out:  e.g. Mother Goose and Replay coordinate on trying to solve inventory intake problems