microenvironmental trends for Perry's (due 10th 10am EST)

Group Project –Part A– FASH420

Each group will consist of approximately 4-5 members. Your group will be assigned a retail department from Perry’s; each individual will be assigned a classification within the department. This project will focus on the Fall/Winter 2019 season. Part A. Due March 4, 2019

 Conduct a thorough SWOT analysis of Perry’s. You should create a SWOT chart in the appendix and provide a discussion in the body of the paper.

 You will be researching and analyzing information pertaining to the specific macroenvironmental and microenvironmental factors as they apply to Perry’s within the Washington D.C. Metropolitan Statistical Area.

o For macroenvironmental trends, discussion may encompass unemployment rates, types of employment, demographic trends, income levels, school district rankings, retail development, disposable income, etc. In addition, it is helpful to make comparisons between national and/or state data versus MSA data in order to put information in context. Be sure you discuss the collective impact of your research.

o You will need to include a variety of information found on the census site utilizing at

least 3 different census reports such as American Community Survey, Bureau of Labor Statistics, Quick Facts, etc. These articles/information should pertain to changes and/or the status of local/regional/national trends within the last year or multi-year trend that would influence your buying decisions. The library course research guide is extremely helpful with this research.

o Include at least one chart in the appendix that will compare a minimum of 3

demographic trends over a period of time; group members will decide which information is most important to include. This appendix should be referenced in the narrative of the paper.

 For microenvironmental trends, you will be analyzing the competitive and consumer landscape within the Washington D.C. MSA.

o Identify 3 main competitors in the area. How do they differentiate themselves? How will Perry’s be able to compete?

o Who are your customers? Develop a consumer profile of your customers and how Perry’s can best serve them. Provide a holistic description of your target market. What are their preferences? What is important to them? Use VALS information and segmentation information to develop your overview.

 Include a discussion of how your research, macroenvironment trends and other information gathered will impact assortment planning decisions; justify any predictions or assumptions.

 Remember, you are researching macro and micro - environmental factors not specific fashion trends; these will be addressed in your individual research.

 Summarize your group’s findings and succinctly state the major factors you believe will be most impactful to your business. Some factors may affect Perry’s as a whole while other factors may uniquely affect your specific department.

 Be sure you use reputable sources (blogs are not acceptable).

 You should use headings to organize your information and bulleted points to keep your information concise; APA citation format should be used (include in-text citations).

 Include a title page with all group members names listed as well as your assigned department. The body of the paper should be a minimum of 8 pages in length, double spaced.