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Eddie Bauer Case Study

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Eddie Bauer

Eddie Bauer started off as a sporting goods store with high quality materials. They focused on a market that enjoyed outdoor living; fishing, hunting, hiking ect…, but respected the quality of a higher end product. That has still carried forward to today with a complete expansion of their product line. (Company Info, 2014)
When considering opening a new store Eddie Bauer needs to take into consideration of who is buying their product line. Their main target market should be men and women ages 30 to 54, they will need a higher income being that the products are in the price range of $50 plus. A middle class to upper middle class demographic would be best with household incomes of $50,000 or more. With the slogan “Live Your Adventure”, Eddie Bauer is targeting the active and adventurous consumer who travels and explores the outdoors. The consumers are looking to purchase tough gear and clothing that can withstand many types of weather and terrain. They are also looking for comfortable yet fashionable clothes that reflect who they are while keeping them climate friendly. This is a higher end cliental who keeps up with the latest technology and trends. They would buy higher end cars such as Ranger Rover or Volkswagen, a vehicle that is nice but can also handle weather and unstable conditions. They go on skiing vacations and hiking trips, and have the opportunity to take leisure time out of their busy work schedule.
Eddie Bauer should look for this type of market in a suburban community or a higher income area in a large city. New York City for example is defined as urban but depending on what area you are in the income range reaches from poverty to upper class. The urban setting will attracted the target market but also tourist consumers. People from around the world come to visit large cities in the United States; for example San Francisco, New York,...

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