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Demographic segements

The celine target at affluent women who are geogorous,chic and sophisticated shoppers.

Geographic segements

Since celine begin its international expansion early back to 1960s,there are no limits to the regions of celine’s target customers.However,the brand more focus on the women who lives in urban.

Psychographic segments

Celine customers are classified as “innovators” highest level of income and abundant resources care about their self esteem and image as an expression of character and taste, indulging themselves in any or mostly all self orientation,they often seek the niche product that reflect their acquired taste for life.

Behavioral segments

They have strong personality,identifying themselves with the brand that strong brand image.They are elegant,confident,but not necessary follow the trends.

Target:

Celine’s target market is mostlymaturewomenwho want to identify what Celine represents: elelgant, minimalist ,modern and chic.Celine wants her customers to own a wardrobe from Celine that will seem still fashionable andchic afterseveralyears.

Age:28-60 Gender:Female Income:$100000TWD per month Marital status:single or marriedpeople Social class:upperorupper middle class with high educatedbackground Location:urban Lifestyle:fashion lover, like to go shopping with friends.

Positioning:

In1960, the branddecidedto change its positioning by focusing its business on a ready-to-wear fashion brand forwomen with asportswear approach. Henceforth, the brand offered a range of leather goods such as bags, loafers, gloves and clothes. Céline Vipiana remained the designerfrom1945-1997. In 1964, the launch of the new fragrance "Vent fou" and the new ‘American Sulky’ collection of accessories gained success. The trench became the chief product of the house. Prompted by the popularity of leather, Céline opened a leather goods factory in Florence.

In 1973, Céline redesigned its logo with the intertwined "C" Sulky canvas, linked to the Arcde-Triomphe, which appeared as a symbol for Parisians. At that time, Céline began its expansion in the world with the opening of various boutiques in Monte Carlo, Geneva, Hong Kong, Lausanne, Toronto and Beverly Hills.The brand’s founders wished to be part ofa charitable association, so Richard Vipiana established the CélinePasteurPrize, asponsorfor the American Hospital of Parisin1973.