Customer segmentation Demographic variables: Female 20-40 Single Pre-family, independent without children Professional actor/singer/ royalty/model Finished education, studied at a university or trained in an art. High Income Wealthy and Elite
Geographic variables Middle East, Europe, America, East Asia regions Lives in suburbs A house/ mansion Lives in a large city (London, Leban, Saudi Arabia, Dubai, New York, Hong Kong, Shanghai, Paris, Milan, Los Angeles.) Cold or mild climate
(needs and characteristics) Psychographic and behavioural variables She has a feminine style and needs to wear something special for a big occasion. She wants to be noticed by crowds and talked positively in the press and fashion fans. She feels confident and wants to be glamorous and feel her best self Recommended brands by her peers, agents/ stylists tell her who is upcoming and what would suit her She purchases irregularly, for a special occasion she plans it months in advance and listens to advice from her stylists She likes to attend fashion shows, music awards, shows, go to exclusive clubs and fancy dining for dates. Behold feminist beliefs and wants to wear a sustainable brand, early adopter in terms of wearing trends, wants to stand out.
Usage and benefit variables Wants to look her best, wear high quality fabrics that feel good to wear, an exclusive product with a good reputation. Won’t wear the brand often but for high profile event like wedding or award show. Purchases from the brand once or twice a year High budget Will go back to the brand but wears other brands like Valentino and Dior
