VALS

This week for our blog we were asked to research VALS and to take the VALS survey. Do you know what VALS is? It is a system that segments consumers by their personality traits and their behavior. This helps businesses marketing, product development, advertising, and customer servicing. The VALS system uses pyschology and personality research to determine consumer behavior.
After learning about VALS I took the survey they offer. The VALS segmentation has eight types, innovators, thinkers, achievers, experiencers, believers, strivers, makers, and survivors. My results for the survey were Experiencer as my primary motivation and Innovator as my secondary motivation . This means that I am motivated by self-expression, seek different experiences for excitement, and spend a lot of income on fashion and entertainment for what is "cool". They also have and outlet for their energy(no! not a plug-in outlet!), activities and hobbies, which I have many of. As an innovator I am a leader and use my resources to my advantage. I like to try new things and to work out challenges like they are a puzzle. I found that they VALS results for me are correct. You can take the VALS survey your self at http://www.sric-bi.com/VALS/presurvey.shtml. This was also my source for all my information on VALS.

About Aerie

Aerie was launched by the makers of American Eagle Outfitters at the beginning of 2006. The target market is that of the AE girl, ages ranging from 15 to 25. There are currently 116 Aerie stand-alone stores but a portion of the merchandise is also sold in American Eagle stores. Aerie has been called "a natural extension of the American Eagle brand" and is for "expanding the relationship with the AE girl whom we characterze as 'sweetly sexy'" this coming from the President and Chief Merchandising Officer, Susan McGalla. The sub-brand launch was announced in a press release on February 28th, 2006. The first stand-alone store grand opening was in Greenville, South Carolina at Haywood Mall August 17th, 2006.
In all the press releases about Aerie and it's plans for the future the sub-brand looks promising to stay afloat in today's economy. I think the store is dynamic enough that as well as selling to the AE girl, it reaches out to other girls. Therefore Aerie is multidimensional and successful in many areas.