1. 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 Main:

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

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

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

5. 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

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

7. 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

8. 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

9. 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

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

11. 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)

12. 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

13. 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

14. 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