AAM-24
Association Event 2
CAREER CLUSTER
Marketing
CAREER PATHWAY
Merchandising
INSTRUCTIONAL AREA
Marketing
APPAREL AND ACCESSORIES MARKETING EVENT
PARTICIPANT INSTRUCTIONS
§ The event will be presented to you through your reading of the 21st Century Skills, Performance
Indicators and Event Situation. You will have up to 10 minutes to review this information and
prepare your presentation. You may make notes to use during your presentation.
§ You will have up to 10 minutes to make your presentation to the judge (you may have more than one
judge).
§ You will be evaluated on how well you demonstrate the 21st Century Skills and meet the
performance indicators of this event.
§ Turn in all of your notes and event materials when you have completed the event.
21st CENTURY SKILLS
§ Critical Thinking – Reason effectively and use systems thinking.
§ Problem Solving – Make judgments and decisions and solve problems.
§ Communication – Communicate clearly.
§ Creativity and Innovation – Show evidence of creativity.
PERFORMANCE INDICATORS
§ Explain factors that influence customer/client/business buying behavior.
§ Discuss actions employees can take to achieve the company’s desired results.
§ Demonstrate connections between company actions and results.
§ Explain the use of brand names in selling.
§ Demonstrate suggestion selling.
Published 2024 by DECA Inc. Copyright © 2024 by DECA Inc. No part of this publication may be reproduced for resale or posted 1
online without written permission from the publisher. Printed in the United States of America.
AAM-24
Association Event 2
EVENT SITUATION
You are to assume the role of the regional manager for LEVEL UP, a chain of women’s apparel and
accessories that targets Generation X and older Millennials. A general manager in the region (judge)
wants your help in marketing a premium sub-brand to customers.
LEVEL UP caters to women ages 40-plus and carries both casual wear and professional wear. There are
240 physical store locations, and its website features all merchandise plus apparel and accessories not
found in stores.
To better serve its customers through the use of data, LEVEL UP conducted extensive research from
customers through email. Based on the findings thus far, the company has developed new products,
expanded its size range and updated the in-store experience.
Results of the data showed that LEVEL UP customers are willing to pay more for an elevated assortment
of merchandise. In response, LEVEL UP debuted Pure Level, a premium sub-brand that is priced 20-30%
higher than the core brand. Pure Level focuses on professional wear and apparel for special occasions,
with higher quality fabrics and intricate detailing.
Unfortunately, Pure Level is not selling well at all stores. Shoppers at the general manager’s (judge’s)
store are hesitant to spend more money when they are fans of the regularly priced merchandise. The
general manager (judge) has asked you to help by suggesting methods that the LEVEL UP employees can
use to better market the Pure Level merchandise to in-store customers. The general manager (judge)
wants you to cover:
• Factors that influence sales
• Suggestive selling
• Using brand names in selling
• Other actions employees can take for desired results
You will present your ideas to the general manager (judge) in a role-play to take place in the general
manager’s (judge’s) office. The general manager (judge) will begin the role-play by greeting you and
asking to hear your ideas. After you have presented ideas and have answered the general manager’s
(judge’s) questions, the general manager (judge) will conclude the role-play by thanking you for your
work.
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online without written permission from the publisher. Printed in the United States of America.
AAM-24
Association Event 2
JUDGE INSTRUCTIONS
DIRECTIONS, PROCEDURES AND JUDGE ROLE
In preparation for this event, you should review the following information with your event manager and
other judges:
1. Participant Instructions, 21st Century Skills and Performance Indicators
2. Event Situation
3. Judge Role-Play Characterization
Allow the participants to present their ideas without interruption, unless you are asked to
respond. Participants may conduct a slightly different type of meeting and/or discussion with you
each time; however, it is important that the information you provide and the questions you ask be
uniform for every participant.
4. Judge Evaluation Instructions and Judge Evaluation Form
Please use a critical and consistent eye in rating each participant.
JUDGE ROLE-PLAY CHARACTERIZATION
You are to assume the role of a general manager for LEVEL UP, a chain of women’s apparel and
accessories that targets Generation X and older Millennials. You want your regional manager’s
(participant’s) help in marketing a premium sub-brand to customers.
LEVEL UP caters to women ages 40-plus and carries both casual wear and professional wear. There are
240 physical store locations, and its website features all merchandise plus apparel and accessories not
found in stores.
To better serve its customers through the use of data, LEVEL UP conducted extensive research from
customers through email. Based on the findings thus far, the company has developed new products,
expanded its size range and updated the in-store experience.
Results of the data showed that LEVEL UP customers are willing to pay more for an elevated assortment
of merchandise. In response, LEVEL UP debuted Pure Level, a premium sub-brand that is priced 20-30%
higher than the core brand. Pure Level focuses on professional wear and apparel for special occasions,
with higher quality fabrics and intricate detailing.
Unfortunately, Pure Level is not selling well at all stores. Shoppers at your store are hesitant to spend
more money when they are fans of the regularly priced merchandise. You have asked the regional
manager (participant) to help by suggesting methods that the LEVEL UP employees can use to better
market the Pure Level merchandise to in-store customers. You want the regional manager (participant)
to cover:
• Factors that influence sales
• Suggestive selling
• Using brand names in selling
• Other actions employees can take for desired results
The participant will present information to you in a role-play to take place in your office. You will begin
the role-play by greeting the participant and asking to hear about his/her ideas.
Published 2024 by DECA Inc. Copyright © 2024 by DECA Inc. No part of this publication may be reproduced for resale or posted 3
online without written permission from the publisher. Printed in the United States of America.
AAM-24
Association Event 2
During the course of the role-play, you are to ask the following questions of each participant:
1. Do you think it would help sales if I gave incentives to the sales team?
2. How does the new premium sub-brand affect our image?
Once the regional manager (participant) has presented information and has answered your questions,
you will conclude the role-play by thanking the regional manager (participant) for the work.
You are not to make any comments after the event is over except to thank the participant.
Published 2024 by DECA Inc. Copyright © 2024 by DECA Inc. No part of this publication may be reproduced for resale or posted 4
online without written permission from the publisher. Printed in the United States of America.
AAM-24
Association Event 2
EVALUATION INSTRUCTIONS
The participants are to be evaluated on their ability to perform the specific performance indicators stated
on the cover sheet of this event and restated on the Judge’s Evaluation Form. Although you may see
other performance indicators demonstrated by the participants, those listed in the Performance Indicators
section are the critical ones you are measuring for this particular event.
Evaluation Form Interpretation
The evaluation levels listed below and the evaluation rating procedures should be discussed thoroughly
with your event director and the other judges to ensure complete and common understanding for judging
consistency.
Level of Evaluation Interpretation Level
Exceeds Expectations Participant demonstrated the performance indicator in an extremely
professional manner; greatly exceeds business standards; would rank in the
top 10% of business personnel performing this performance indicator.
Meets Expectations Participant demonstrated the performance indicator in an acceptable and
effective manner; meets at least minimal business standards; there would
be no need for additional formalized training at this time; would rank in the
70-89th percentile of business personnel performing this performance
indicator.
Below Expectations Participant demonstrated the performance indicator with limited
effectiveness; performance generally fell below minimal business
standards; additional training would be required to improve knowledge,
attitude and/or skills; would rank in the 50-69th percentile of business
personnel performing this performance indicator.
Little/No Value Participant demonstrated the performance indicator with little or no
effectiveness; a great deal of formal training would be needed
immediately; perhaps this person should seek other employment; would
rank in the 0-49th percentile of business personnel performing this
performance indicator.
Published 2024 by DECA Inc. Copyright © 2024 by DECA Inc. No part of this publication may be reproduced for resale or posted 5
online without written permission from the publisher. Printed in the United States of America.
AAM-24
Association Event 2
APPAREL AND ACCESSORIES MARKETING SERIES
2024
JUDGE’S EVALUATION FORM Participant: __________________________
ASSOCIATION EVENT 2
ID Number: __________________________
INSTRUCTIONAL AREA:
Marketing
Did the participant: Little/No Below Meets Exceeds Judged
Value Expectations Expectations Expectations Score
PERFORMANCE INDICATORS
Explain factors that influence
1. customer/client/business buying 0-1-2-3-4 5-6-7-8 9-10-11 12-13-14
behavior?
Discuss actions employees can
2. take to achieve the company’s 0-1-2-3-4 5-6-7-8 9-10-11 12-13-14
desired results?
Demonstrate connections between
3. company actions and results? 0-1-2-3-4 5-6-7-8 9-10-11 12-13-14
Explain the use of brand names in
4. 0-1-2-3-4 5-6-7-8 9-10-11 12-13-14
selling?
5. Demonstrate suggestion selling? 0-1-2-3-4 5-6-7-8 9-10-11 12-13-14
21st CENTURY SKILLS
Reason effectively and use systems
6. 0-1 2-3 4 5-6
thinking?
Make judgments and decisions, and
7. 0-1 2-3 4 5-6
solve problems?
8. Communicate clearly? 0-1 2-3 4 5-6
9. Show evidence of creativity? 0-1 2-3 4 5-6
Overall impression and responses
10. 0-1 2-3 4 5-6
to the judge’s questions
TOTAL SCORE
Published 2024 by DECA Inc. Copyright © 2024 by DECA Inc. No part of this publication may be reproduced for resale or posted 6
online without written permission from the publisher. Printed in the United States of America.