1. getting to know the S.M.A.R.T. girl
An introduction to our most important customer – the S.M.A.R.T. girl
The S.M.A.R.T. girl is our filter for all decisions, so it is very
important that every associate in the company understands who she is, how she shops and how to gain her loyalty.
Instructions: right-click on sample photo, select Change Picture, to select a different photo from your files. Select existing text and type over. Delete this slide if not using in your presentation.

2. S.M.A.R.T. Girl Key Facts S.M.A.R.T. girl – who she is
Who she is: demographics
Average age is 47
Married (70%) or in a relationship (10%)
She is a mom, most likely with a teenager or children in college
She is employed, FT (75%) or PT (16%) most likely pink collar positions
Household income $89,000

3. S.M.A.R.T. Girl Key Facts S.M.A.R.T. girl – who she is
How she dresses: style preferences, fashion influences
She wants to look “put together”
Important to keep on trend, but age appropriate
She needs her clothes to be appropriate for work and casual dressing
She wants to be noticed and complimented on how she dresses
Style is the most important attribute, but it must also fit well
Value is more important than price

4. S.M.A.R.T. Girl Key Facts S.M.A.R.T. girl – who she is
Her shopping behavior: frequency, attitudes, top retailers
She takes 30 shopping trips per year and visits at least 3 stores on each trip
She spends $1,216 on clothes annually
She researches and purchases online
She shops Kohl’s, JCPenney, and Macy’s, but also shops off-price (TJX)

5. who she is: where she works
S.M.A.R.T. girl – who she is
who she is: where she works
68% are in pink collar occupations, 7% are in sales

6. S.M.A.R.T. girl – how she dresses
who she is: how she dresses
S.M.A.R.T. Girls care more about fashion, trends and clothes; her “look” is a more important aspect of her life and who she is
S.M.A.R.T. Girl is most focused on what her clothes say about her—she has a higher level of fashion leadership, interest and sophistication, AND absorbs fashion ideas from a variety of places, including traditional and digital/’new’ media. It is more important that her clothes make her look fashionable and stand out compared to her peers and that she keeps up with which styles of clothing are in fashion.
S.M.A.R.T. Girl more so wants her clothes to make her look younger than other women her age, and even sexy.
S.M.A.R.T. Girls wear Simple, Feminine and Trendy styles.
S.M.A.R.T. Girl is more likely to buy jeans, special occasion dresses, blazers and outerwear.
S.M.A.R.T. Girl either dresses up OR down more, and is more likely to want to stand out from peers.

7. S.M.A.R.T. girl – how she dresses
who she is: how she dresses
S.M.A.R.T. Girls have a varied fashion sense. She is very open to multiple styles of apparel and is more likely to mix and match styles.

8. S.M.A.R.T. girl – how she shops
how she shops: when and where
S.M.A.R.T. Girls shop on average 30 times per year and she visits 3.1 stores per trip
S.M.A.R.T. Girls are very active shoppers. She shops most store formats, and 66% shop online

9. S.M.A.R.T. girl – how she shops
how she shops: shopping vs. purchasing
specialty stores
S.M.A.R.T. Girls are more likely to shop a wide variety of stores including younger, fast fashion brands for ideas
S.M.A.R.T. Girls purchase from a wide range of specialty stores
They are least likely to shop in Talbots, Spiegel and J.Jill
She shops the trendier stores for ideas, but doesn’t purchase. Low shop to purchase ratio like NY & Co. (shop 25%; only purchase 13%) or H&M (shop 32%; purchase 20%)

10. S.M.A.R.T. girl – how she shops
how she shops: shopping vs. purchasing department stores
S.M.A.R.T. Girls shop a wide variety of stores. Top non-specialty retailers are Kohl’s, JCPenney, Target, Macy’s for both shopping and purchasing
S.M.A.R.T. Girls will shop and purchase at off-pricers like T.J. Maxx, Marshall’s and Ross Stores
Luxury department stores were fairly high for shopping, but lower for purchasing

11. getting to know the S.M.A.R.T. girl
Learning more about the S.M.A.R.T. girl
We wanted to get to know her better, what are her interests and hobbies. This will help us select potential partners for promotions and events.
So we asked her!
Instructions: right-click on sample photo, select Change Picture, to select a different photo from your files. Select existing text and type over. Delete this slide if not using in your presentation.

12. S.M.A.R.T. girl – how she lives
how she lives: whose style she admires
We wanted to understand the type of style/fashion that she found appealing. Top choices were all strong role models.

13. S.M.A.R.T. girl – how she lives
how she lives: what she cooks and eats out
Our S.M.A.R.T. Girl loves to cook and American, Italian and Mexican are her favorite cuisines to prepare for her family
When she goes out to eat she is much more adventurous and other cuisines increase dramatically – Chinese food is 6x more likely to be eaten out than made at home.

14. S.M.A.R.T. girl – how she lives
how she lives: what kind of music does she like
Learning what she likes to listen to helps us to decide the music to play in the store and what type of radio stations to use for potential promotions.

15. S.M.A.R.T. girl – how she lives
how she lives: what channels she watches on TV
Our S.M.A.R.T. Girl top 3 out of 4 networks to watch were the major stations. HGTV and Food Network rounded out the top 5. She watches the decorating, gardening and cooking shows for ideas to make her home special and cook for her family.

16. getting to know the S.M.A.R.T. girl
Learning more about the S.M.A.R.T. girl
We are committed to continuing to learn about our target customer. By knowing her better we will be able to provide the right product, right experience and right value to drive engagement.
So we will be asking her!
Instructions: right-click on sample photo, select Change Picture, to select a different photo from your files. Select existing text and type over. Delete this slide if not using in your presentation.