Geographic Region
New York & Chicago
City Size
100,000+
Urban/Rural
Urban
Climate
All
Demographic Age
25-45
Sex
Female
Family Life Cycle
Single or Married with and without children
Income
$100,000+
Education
Bachelors, Masters, Doctorate
Occupation
All: Creative fields in particular
Religion
All
Ethnic Background
All
Psychographic Social Class
Upper Class, Lower Upper Class, Upper Middle Class
Personality
Confident, independent, fun, outgoing, strong
Lifestyle
Art enthusiast, music lover, traveler
Consumer Behavior Benefits Desired
Exclusivity, high quality, craftsmanship, materials, unique designs
Usage Rate
15%-20%
Strengths
Weaknesses
•High quality fabrication and craftsmanship •Themed collections and inspiring themes in her designs •Close attention to detail with embroidery •One of a kind pieces/ the exclusiveness •Professionalism
•Limited business knowledge •Lack of time for embroidery •Hard for customers to shop due to few pieces/ no ecommerce site •Small customer base and list •Limited media presence •Online presence •No product in retail stores
Opportunities
Threats
•Attending fashion shows •Meetings with industry individuals •Upcoming competitions •New boutique openings •Get Agnes on trade shows
•PETA animal rights/ she wants to be limited •More complicated designs need to be shipped to New York •Fluctuating market prices
Designer
Rick Owens
Balenciaga
Haizhen Wang
Margiela Couture
Product
Dress
Dress
Dress
Dress
Price
$3,000
$9,000
$6,000
$8,000
Place
Barneys & Rick Owen Boutiques
Balenciaga Boutiques
Haizhen Wang Boutique
Neiman Marcus & Margiela Boutiques
Promotion
Sales & Markdowns
Sales & Markdowns
Sales & Markdowns
Sales & Markdowns
Distribution
Boutiques & Online
Boutiques
Boutiques
Boutiques