1. PEEBLES Competitive Store Survey Junior Apparel

3. Big Rapids, Michigan

4. Thursday, May 26th, 2008

6. 1

7. Average age

8. 50

9. Gender Percent

10. 100 % Female

11. Predominant Ethnicities

13. Customer Profile Demographics Have 1 or 2 young children - $45,000/ year. Married females that live in small town Psychographics Dates w/ husband when there is time. Vacations to Disney World with children. Cooks Enjoys Reading

14. Customer Profile Does store atmosphere reflect customer characteristics? Very clean store Relaxing music Laid back

15. Visual Presentation Traffic Flow 2 aisles – 5 feet wide each Very easy shopping Racks full Next to Ladies Clothes

16. Visual Presentation Type of fixtures Circle Racks 4 Metal Rod Racks Tables

17. Visual Presentation Product layout Arranged by Classification Jeans, shirts, shorts, dresses. Clearance rack has every type of classification.

18. Visual Presentation Signage White with red lining Clearance sign was all black Stood out more

19. Merchandise Selection Merchandise Categories Dresses, Pants, polos, shorts, shirts, jeans Different Vendors Fang, Derek Heart, Jolt, Angels, Energie, YOUnique, Self Esteem.

20. Merchandise Selection Private label brands Union Bay Only Product not on sale A little more expensive. Highest: $34.99 Lowest: $14.99 Quality is a little better.

22. Merchandise Selection Price Points Highest: $36.00 Lowest: $5.99 Average: $14.99 Selection Broad and Shallow Many different vendors Have a few products from each one

23. Merchandise Selection Sizing Sufficient Carry 1-3-5-7-9-11-13 in Pants, Jeans, Shorts S-M-L-XL in shirts Very few smalls Overstock Not allowed Everything is always out on the floor

24. Merchandise Selection Clearance items Put into one rack where advertised. All types of classifications Rack very full.

25. Merchandise Selection New items Dress / Shirt type product just went onto the floor day before I came.

26. Competition Why is Peebles a competitor to Perry’s? Carries all Junior Apparel Classifications Great Atmosphere Quality Prices

27. Strengths What are Peeble’s Strengths? Clearance Great Atmosphere Union Bay Variety Quality of prices How can we overcome? Marketing plan Quality of Products Private Label of our own Customer service (Gift Wrap)

28. Weaknesses What are Peeble’s Weaknesses? Having everything on sale Could hurt perception of Peeble’s No gift wrap Too many unknown brands How could we take advantage? Have sales at certain times, and market them. Add gift wrap Take customer service to…another level. Have name brands, along with a private label brand People know products and trust them.