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02 Jan 2022, 12:55
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Hello,
Would you be able to rate my AWA?
The following appeared in the opinion column of a financial magazine: “On average, middle-aged consumers devote 39 percent of their retail expenditure to department store products and services, while for younger consumers the average is only 25 percent. Since the number of middle-aged people will increase dramatically within the next decade, department stores can expect retail sales to increase significantly during that period. Furthermore, to take advantage of the trend, these stores should begin to replace some of those products intended to attract the younger consumer with products intended to attract the middle-aged consumer.”
Discuss how well reasoned . . . etc.
The argument states that department stores should replace products intended for the younger consumer for middle-aged consumer focused ones in order to increase sales. This argument is made on the premises that the number of middle-aged people will increase dramatically over the next decade and that they tend to have a larger retail expenditure at department stores compared to younger people in percentage terms. However, I believe this argument’s assumptions are flawed as it is based on the idea that trends, consumer preferences and consumption market share between generations is stable over time.
Firstly, the argument recommends stores to replace products intended for the younger consumer with products intended for the middle-aged consumer in order to increase future sales. While middle-aged people generally have higher wages and allocate a higher portion of their disposable income in department stores, the specific products that current middle-aged consumers buy might be very different to the ones that current young people (future middle-aged people) will buy. For example, there are numerous indicators that point to a work-from-home environment in the job market in the future. Therefore, while current middle-aged people would buy a large amount of office-wear, future middle-aged consumers could end up preferring to buy leisure-wear (similar to younger people). In this situation, this strategy could prove to lower sales instead of increase them.
Secondly, the argument assumes that the current trends of department stores products and services consumption within middle-aged consumers will remain stable in the future. This assumption can easily become faulty. For example, recently, we have seen a rise, within younger consumers especially, of direct-to-consumer brands as well as e-commerce. Additionally, younger consumers using DTC brands tend to report high loyalty to the brand. There is no reason to assume that they will not continue, or even increase, their consumption of products & services from DTC brands in the future. Therefore, preparing the department stores for the future middle-aged consumers might not be a viable option as they might end up preferring to buy products and services from DTC/e-commerce brands.
Lastly, the argument assumes that focusing on the middle-aged group of consumers in the future will be the right strategy in increasing sales. This assumption can also be faulty. For example, across Asia, younger consumers are quickly increasing their consumption market share within the fashion sector and this trend is expected to accelerate in the future. Therefore, it might be the case that younger consumers might become a larger and more profitable market for department stores compared to middle-aged consumers.
In conclusion, while the argument makes valid points in regards to trends of consumption within department stores across age groups, its assumptions can be easily deemed faulty due to the fact that future consumption trends might not be similar to current consumption trends, that middle-aged consumers might end up having a lower market share compared to younger consumers in the future and that future middle-aged consumers might prefer using DTC and e-commerce, instead of department stores, for their discretionary consumption.
Would you be able to rate my AWA?
The following appeared in the opinion column of a financial magazine: “On average, middle-aged consumers devote 39 percent of their retail expenditure to department store products and services, while for younger consumers the average is only 25 percent. Since the number of middle-aged people will increase dramatically within the next decade, department stores can expect retail sales to increase significantly during that period. Furthermore, to take advantage of the trend, these stores should begin to replace some of those products intended to attract the younger consumer with products intended to attract the middle-aged consumer.”
Discuss how well reasoned . . . etc.
The argument states that department stores should replace products intended for the younger consumer for middle-aged consumer focused ones in order to increase sales. This argument is made on the premises that the number of middle-aged people will increase dramatically over the next decade and that they tend to have a larger retail expenditure at department stores compared to younger people in percentage terms. However, I believe this argument’s assumptions are flawed as it is based on the idea that trends, consumer preferences and consumption market share between generations is stable over time.
Firstly, the argument recommends stores to replace products intended for the younger consumer with products intended for the middle-aged consumer in order to increase future sales. While middle-aged people generally have higher wages and allocate a higher portion of their disposable income in department stores, the specific products that current middle-aged consumers buy might be very different to the ones that current young people (future middle-aged people) will buy. For example, there are numerous indicators that point to a work-from-home environment in the job market in the future. Therefore, while current middle-aged people would buy a large amount of office-wear, future middle-aged consumers could end up preferring to buy leisure-wear (similar to younger people). In this situation, this strategy could prove to lower sales instead of increase them.
Secondly, the argument assumes that the current trends of department stores products and services consumption within middle-aged consumers will remain stable in the future. This assumption can easily become faulty. For example, recently, we have seen a rise, within younger consumers especially, of direct-to-consumer brands as well as e-commerce. Additionally, younger consumers using DTC brands tend to report high loyalty to the brand. There is no reason to assume that they will not continue, or even increase, their consumption of products & services from DTC brands in the future. Therefore, preparing the department stores for the future middle-aged consumers might not be a viable option as they might end up preferring to buy products and services from DTC/e-commerce brands.
Lastly, the argument assumes that focusing on the middle-aged group of consumers in the future will be the right strategy in increasing sales. This assumption can also be faulty. For example, across Asia, younger consumers are quickly increasing their consumption market share within the fashion sector and this trend is expected to accelerate in the future. Therefore, it might be the case that younger consumers might become a larger and more profitable market for department stores compared to middle-aged consumers.
In conclusion, while the argument makes valid points in regards to trends of consumption within department stores across age groups, its assumptions can be easily deemed faulty due to the fact that future consumption trends might not be similar to current consumption trends, that middle-aged consumers might end up having a lower market share compared to younger consumers in the future and that future middle-aged consumers might prefer using DTC and e-commerce, instead of department stores, for their discretionary consumption.
03 Jan 2022, 00:31
Kudos
Bookmarks
AWA Score: 5 out of 6
I have used a GMAT AWA auto-grader to evaluate your essay.
Coherence and connectivity: 5/5
This rating corresponds to the flow of ideas and expressions from one paragraph to another. The effective use of connectives and coherence of assertive language in arguing for/against the argument is analyzed. This is deemed as one of the most important parameters.
Paragraph structure and formation: 4.5/5
The structure and division of the attempt into appropriate paragraphs are evaluated. To score well on this parameter, it is important to organize the attempt into paragraphs. Preferable to follow the convention of leaving a line blank at the end of each paragraph, to make the software aware of the structure of the essay.
Vocabulary and word expression: 3.5/5
This parameter rates the submitted essay on the range of relevant vocabulary possessed by the candidate basis the word and expression usage. There are no extra- points for bombastic word usage. Simple is the best form of suave!
I have used a GMAT AWA auto-grader to evaluate your essay.
Coherence and connectivity: 5/5
This rating corresponds to the flow of ideas and expressions from one paragraph to another. The effective use of connectives and coherence of assertive language in arguing for/against the argument is analyzed. This is deemed as one of the most important parameters.
Paragraph structure and formation: 4.5/5
The structure and division of the attempt into appropriate paragraphs are evaluated. To score well on this parameter, it is important to organize the attempt into paragraphs. Preferable to follow the convention of leaving a line blank at the end of each paragraph, to make the software aware of the structure of the essay.
Vocabulary and word expression: 3.5/5
This parameter rates the submitted essay on the range of relevant vocabulary possessed by the candidate basis the word and expression usage. There are no extra- points for bombastic word usage. Simple is the best form of suave!
Good Luck
danarthurcoseru
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