Retail worksheet

Retail Location & Marketing Strategy Worksheet

Name: Anniyah Williams

PART 1: BASIC INFORMATION

Retail Category Selected: Athletic/Activewear (ALO)

Competitor 1: Lululemon

Competitor 2: Foot Locker

PART 2: COMPETITOR 1 RESEARCH LULULEMON

Location Factors

Store Location (address/neighborhood): 3393 Peachtree Rd NE, Atlanta, GA 30326 (Lenox Square / Buckhead)

Area Demographics:

Income level: Average household income ~ $113,611 (Lenox area). Buckhead average household income ~ $144,864.

Neighborhood type: Retail-focused, upscale shopping district (Lenox Square, Phipps Plaza).

Population characteristics (age, family status, lifestyle): Average age ~34 (many ages 2544). Household size is small (~1 person per household). Strong white-collar/professional employment base; wellness and fashion-forward lifestyle.

Competitor Density (within 12 miles):

Number of competing stores nearby: ~68+ (Nike, Adidas, Foot Locker, Champs Sports, Athleta, etc.).

Are they clustered or spread out? Clustered (many competitors located inside/around Lenox Square).

Marketing Elements (for ALO Yoga category brand)

Digital/Social Media Presence:

Website quality/content: Very professional and premium content; cohesive aesthetic; clean design; luxury wellness look. ALOs pieces blend athletic wear with wellness, exclusivity, and trend-driven fashion.

Social media platform #1: @aloyoga (Instagram)

Social media platform #2: @aloyoga (TikTok)

Social media platform #1 (recent posts? engagement?):

ALO is fairly active on Instagram and posts consistently. Content includes trendy athleisure outfit videos, yoga/wellness posts, celebrity and influencer collaborations, new drops, and promotions. Engagement is strong because ALO mixes fashion + lifestyle, which attracts Gen Z and young millennials.

Social media platform #2 (recent posts? engagement?):

ALO uses TikTok to reach younger audiences. Content includes outfit videos, styling tips, product features, and yoga clips. ALO uses influencer collaborations, fashion-forward looks, and aspirational visuals. TikTok engagement is boosted through trending hashtags and community-driven content.

Overall tone/brand voice:

Clean, minimalistic, confident, wellness-focused, and trendy (luxury wellness + fashion-forward lifestyle).

Promotional Tactics (current deals/offers):

Current promotions: ALO consistently runs seasonal sales, promotes free shipping thresholds, offers exclusive email offers, and uses occasional limited-edition drops. Promotions are communicated through website banners, email marketing, and social media.

Target audience for these promotions: Primarily Gen Z and young millennialsshoppers who like premium athleisure but still respond to deals, exclusivity, and social media trends.

Loyalty programs or recurring deals: ALO does not have a traditional points-based loyalty program. Instead, it relies on recurring online sales, email perks, and limited drops to encourage repeat purchasing.

Brand Positioning:

How do they want customers to see them? (premium, value, health-conscious, convenient, etc.): A premium/luxury activewear and wellness lifestyle brandaspirational, fashionable, and elevated (not value-focused).

Visual identity/tone: Minimal, sleek, neutral color palette, polished photography, influencer-driven aesthetic, and a calm but confident luxury wellness vibe.

PART 3: COMPETITOR 2 RESEARCH FOOT LOCKER

Location Factors

Store Location (address/neighborhood): 3393 Peachtree Rd NE, Atlanta, GA 30326 (Lenox Square Mall / Buckhead)

Area Demographics:

Income level: Upper-middle to high income area (Buckhead/Lenox retail district), with strong disposable income and heavy shopping traffic.

Neighborhood type: Major retail hub; upscale mall environment with regional draw (Lenox Square + Phipps Plaza).

Population characteristics (age, family status, lifestyle): Mix of teens, college students, young adults, and families. Trend-driven lifestyle; strong sneaker/streetwear culture; high mall foot traffic from locals and visitors.

Competitor Density (within 12 miles):

Number of competing stores nearby: ~812+ athletic/sneaker competitors nearby (Nike, Adidas, Champs, Finish Line-type retailers, department stores with athletic sections, plus other athleisure brands).

Are they clustered or spread out? Clustered (concentrated inside the mall and nearby retail centers).

Marketing Elements

Digital/Social Media Presence:

Website quality/content: Strong, product-driven e-commerce site focused on sneakers, launches, athletic apparel, and brand collaborations. Emphasizes convenience, availability, and new releases.

Social media platform #1: Instagram (@footlocker)

Social media platform #2: TikTok (@footlocker)

Social media platform #1 (recent posts? engagement?):

Foot Locker posts frequently on Instagram with sneaker releases, athlete/brand partnerships, styling content, and whats new drops. Engagement is strong due to sneaker culture and release hype.

Social media platform #2 (recent posts? engagement?):

Foot Locker uses TikTok for trend-based sneaker content, unboxings, collaborations, and short-form videos designed for virality. Content appeals to Gen Z and sneaker collectors who follow trending releases.

Overall tone/brand voice:

Youthful, energetic, hype-driven, and streetwear/sneaker-culture focused.

Promotional Tactics (current deals/offers):

Current promotions: Regular percentage-off sales, seasonal promotions, coupon-style deals, free shipping offers, and exclusive sneaker releases/limited drops that create urgency.

Target audience for these promotions: Teens, Gen Z, sneaker collectors, and value-conscious shoppers who want popular athletic brands, deals, and exclusive releases.

Loyalty programs or recurring deals: Foot Locker has a structured loyalty program (FLX Rewards) offering points, perks, and member benefits. Recurring promotions and member access to launches are key tactics.

Brand Positioning:

How do they want customers to see them? (premium, value, health-conscious, convenient, etc.): A mainstream athletic sneaker and streetwear destination offering both value and exclusivity (especially for new releases).

Visual identity/tone: Bold, sporty, and streetwear-based. Marketing uses high-energy visuals, strong branding, athletes, and sneaker culture imagery.

PART 4: ALIGNMENT ANALYSIS

Competitor 1 (Lululemon): Do location strategy and marketing strategy align?

Yes. Lululemons Buckhead/Lenox location aligns with its premium brand positioning and the areas high-income, wellness-focused customer base.

Why or why not?

Because Buckhead attracts affluent shoppers who can afford premium athleisure. The Lenox/Phipps area also has strong foot traffic and a lifestyle-oriented retail environment that fits Lululemons community + wellness branding.

Competitor 2 (Foot Locker): Do location strategy and marketing strategy align?

Yes. Foot Lockers mall-based strategy aligns with its youth-focused, sneaker culture positioning and its reliance on high foot traffic and trend-driven shoppers.

Why or why not?

Lenox Square provides consistent traffic from teens, young adults, and tourists. Foot Lockers promotions, exclusive sneaker drops, and energetic social media presence match the mall shopping environment where customers compare brands and buy on impulse.

Which competitor has better alignment, and why?

Lululemon has slightly stronger alignment because the Buckhead demographics directly match its premium pricing and wellness lifestyle positioning. However, Foot Locker is also highly aligned because the Lenox mall environment supports sneaker culture, high traffic, and frequent promotions.

WRITE MY PAPER