VALS: Target Audiences

How'd They Know?

Before taking the VALS survey I thought to myself "why are we having to do this dumb survey thats only going to steroetype me into a few random categories," but after taking it a reviewing my results I realized that there is much truth involved in this survey. VALS is suprisingly accurate and extremely realistic.

VALS categorized me first as an "experiencer" who are said to "seek variety and excitement, savoring the new, the offbeat, and the risky. Their energy finds an outlet in exercise, sports, outdoor recreation, and social activities. Experiencers are avid consumers and spend a comparatively high proportion of their income on fashion, entertainment, and socializing. Their purchases reflect the emphasis they place on looking good and having "cool" stuff." This is not only an accurate description of me, but of many young people. Generation X is consumed with entertainment, and through entertainment we socialize and decide what is "fashionable."

VALS categorized me secondarily as an "innovator" who are said to "Innovators are very active consumers, and their purchases reflect cultivated tastes for upscale, niche products and services.Image is important to Innovators, not as evidence of status or power but as an expression of their taste, independence, and personality. Innovators are among the established and emerging leaders in business and government, yet they continue to seek challenges. Their lives are characterized by variety. Their possessions and recreation reflect a cultivated taste for the finer things in life." This is correct in that this is not my primary focus in life, but I do like being first, being the best, and looking good doing it. I dont feel complete with out the newest, highest quality products.

Favorite Retailer: History

Nordstrom & it's Beginning.

Nordstrom was founded by John W. Nordstrom and Carl Wallin. Wallin and Nordstrom shoe store first opened in downtown Seattle in 1901. The pair opened their second store in 1923, and in 1928 Nordstrom sold his share in the company to his two sons. A year later Wallin sold his share to the Nordstrom sons, and in 1933 the third Nordstrom son joined his brothers.

"From the beginning, John's business philosophy was based on exceptional service, selection, quality and value." (Nordstrom.com)  Nordstrom was strictly a shoe store until 1963 when they expanded into clothing . Mens and children's clothing were added in 1966, and in 1968 the three brothers retired and passed the business along to five family members.

Nordstrom is a public company, with stores all over the country. Nordstrom carries selections of the finest apparel, shoes and accessories for the entire family. Nordstrom's philosophy on customer service and product quality remains unchanged since 1901, attributes which helped them earne 8.27 billion dollars in 2008.