Who Is Aldo's Target Market

Aldo offers relatively expensive product with a reputable brand, therefore consumers are willing to travel to get to this retail store.
4.1.1 Population
• ALDO: The surrounding populations of the retail destination where Aldo is situated and located includes people who travel to buy specific products, people who work in the area and people who live in the area. The income levels earned by the surrounding population includes middle to upper-middle class income earners. The population that surrounds these malls range from children to adult. There are not many elders living in these areas as the majority is made up of fast-paced working and learning classes. In these areas upper-class working adults are prominent. The marital status of the population

Many of these malls are busy and more cultivated for the upper class consumer. Examples in Pretoria, is Brooklyn and Menlyn. Both very busy, very popular, high class malls located in well accessible areas within Pretoria. The site selection is very important in terms of allowing accessibility for both the trader and the consumer; therefore, it is to their advantage to establish their chain stores within busy upper class and popular malls as it increases the changes for customer traffic, which are within their target market, who have the money to spend on their products. Being in a mall setup, the stores, like all its neighbours will have transportation accessibility that would most probably be are available by the mall itself in order to accommodate their

Besides Aldo and Nine West being competitors, they also share competitors by the likes of Edgards, Stuttafords, Aldo, Frasers, Accessory shops such as Accessorize and Lovisa. Their main competition Steve Madden, they share product assortment and compete with price and quality. In order to compete it is essential to take advantage of good marketing and pricing strategies. In most shopping malls, the competition is only a few stores down. In Fourways Mall, Nine West is about 4 shops down. Reason for this being that it is easy to compare similar product on quality, style and price and for the consumer to make a fair choice. Although it is direct competition offering similar products, there are product and service differences which may push the consumer to make a decision more