customer Profiling PrettyLittleThing & Givenchy Charlotte Parry-DeBoltz 201412428
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French Haute Couture fashion house founded by Hubert de Givenchy in 1952. (LVMH, 2021) 72 stores worldwide, operates in 69 countries. (LVMH, 2021) Famous celebrity clientele/campaigns include: Audrey Hepburn, Ariana Grande, Julia Roberts.
Market Level: Mass Market High Street
Figure 4: Molly-Mae Hague for PLT, 2019
BRAND OVERVIEW
Figure 3: Ariana Grande for Givenchy, 2019
Market Level: Haute Couture
Online fast-fashion brand, launched in 2012. (PrettyLittleThing, 2021) Operates in UK, Australia, America and France. Celebrity campaigns include: Molly-Mae Hague, Sofia Richie, Hailey Bieber.
Quantitative Methods
Quantitative Methods
Survey Conducted a survey on Google Forms 15 questions relating to demographics, psychographics, geographics and behaviour factors Included multiple choice and long sentence answers Distributed over social media 48 answers
Survey Conducted a survey on Google Forms 13 questions relating to demographics, psychographics, geographics and behaviour factors Included multiple choice and long sentence answers Distributed over social media 35 answers
RESEARCH Qualitative Methods Observations PrettyLittleThing is an online brand, and has no physical stores, so my observations were purely through social media and the Internet. Visited the online website once a week for a month Also observed the Instagram page and recorded the people who liked and interacted with posts What I took note of: - Most popular items each week - New product lines - Layout (particularly what was shown on the front page)
Qualitative Methods Observations All observations have been taken online, as I was unable to visit the store in person due to Covid-19. Visited the online website once a week for a month Also observed the Instagram page and recorded the people who liked and interacted with posts Observed layout of the store from pictures online What I took note of: - Most popular items each week - New product lines - Layout (particularly what was shown on the front page) I was aware of the fact that not as many people shop at Givenchy, so I conducted secondary research from online resources and customer reviews.
Age
Age
Generation Breakdown Baby Boomers: 1954-65 Gen X: 1961-81 Millennials: 1982-2002 Gen Z:1995-2010 Posner, 2015 Both Gen Z Majority: 19-21
Gender
Majority who liked the brand on my survey was 16-18
Gender
Demographics Female: 91.7% Male: 6.3% Non-binary: 2.1%
PLT= targeted towards women Givenchy= women and menswear
Female: 91.5% Male: 8.6%
Employment Status
Employment Status
Majority: Student
Majority: Upper class/Young professionals
Low to middle Income
Middle to High income
Brand Audit for Givenchy, 2018
Style
Style
Casual/Comfy Basic Quirky/Eclectic Unique/Individual Minimalistic/Classic Trendy
Casual/Comfy Basic/Trendy Quirky/Eclectic Unique/Individual Minimalistic/Classic Majority dress casual and comfy.
Majority dress casual and comfy. Interests included: Watching TV/films Listening to music Shopping
psychographics
Lifestyle: Student Seeing friends/family Part time work Single
DigitalMarketing, 2018
Figure 5
50% said PLT’s style appealed to them somewhat, according to this image.
Brand Audit for Givenchy, 2018
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Interests included: Listening to music Shopping Going out for dinner/drinks Lifestyle: Business Seeing friends/family Wealthy Keeping fit
45.7%% said Givenchy’s style appealed to them somewhat, according to this image.
Customer Nationality
Customer Nationality
Figure 7
Europe
Figure 8
UK
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Figure 9
Australia
Europe
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Figure 11
UK
Asia
geographics Operates in UK Australia France USA
HQ located in Manchester, UK
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Operates in UK France Italy Russia USA Canada China South Korea Middle East
72 stores worldwide, HQ in Paris, France
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Figure 16
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25% are more likely to buy a product if it’s endorsed by a celebrity they liked Other popular brands: Boohoo Zara ASOS H&M
25.7% are more likely to buy a product if it’s endorsed by a celebrity they liked Other popular brands: Michael Kors Louis Vuitton YPulse, 2018. Gucci
behaviour
Hailey Bieber for PrettyLittleThing, 2018
Factors Influencing Purchases: Style/Aesthetic Comfortable DigitalMarketing, 2018 Price
Fast Fashion Brand
Amanda Seyfried for Givenchy, 2016
Factors Influencing Purchases: Style/Aesthetic Quality Comfortable Longevity in wear
Luxury Brand 52% said purchases were affected by PLT’s fast fashion
45.7% would pay more for a luxury brand over a high street brand
From left to right: Figure 17, 18, 19, 20, 21, 22, 23,24, 25, 26, 27, 28, 29
From left to right: Figure 30, 31, 32, 33, 34, 35, 36, 37, 38, 39, 40, 41
Presentation Reference list LVMH. 2021. Givenchy. [Online][Date accessed: 3rd February 2021]. Available at: https://www.lvmh.com/houses/fashion-leather-goods/givenchy/ PrettyLittleThing. 2021. About Us. [Online][Date accessed: 3rd February 2021] Available at: https://www.prettylittlething.com/about-us Posner, H. 2015. Marketing Fashion. 2nd Edition. London: Laurence King Publishing. Harrison, B. 2018. Audit of ‘PrettyLittleThing.com’ – Blog Post 1. 13th December. [Online][Date accessed: 21st February 2021] Available at: http://blogs.brighton.ac.uk/bethanyharrison/
K.A Designs. 2018. Brand Audit for Givenchy for Issuu. 13th February. [Online][Date accessed: 21st February 2021]. Available from: https://issuu.com/k-a.designs/docs/brand_audit_givenchy_for_issuu Word count for presentation: 666 excluding sub-headings & citations
PRESENTATION Figure list Figure 1: PrettyLittleThing. 2021. Sage Green Woven Strappy Ruched Mesh Cup Detail Bodycon Dress. [Online]. [Accessed 3rd February 2021]. Available from: https://www.prettylittlething.com/ Figure 2: Vogue Runway. 2020. Givenchy Spring 2020. [Online]. [Accessed: 3rd February 2021]. Available from: https://www.vogue.com/fashion-shows/spring-2020couture/givenchy Figure 3: Craig McDean. 2019. Arivenchy Campaign. [Online]. [Acessed: 3rd February 2021]. Available from: https://www.vogue.co.uk/article/ariana-grande-debut-givenchycampaign Figure 4: PrettyLittleThing. 2021. Stone Cargo Oversized Popper Front Shirt Dress. [Online]. [Date accessed: 3rd February 2021]. Available from: https://www.prettylittlething.com/ Figure 5: PrettyLittleThing. 2020. PLT Advert. [Online][Date accessed: 16th February 2021] Available from: https://www.theindustry.fashion/ Figure 6: Pinterest. 2021. Givenchy collage. [Online][Date accessed: 16th February 2021] Available from: https://www.pinterest.com/pin/548805904572685053/ Figure 7,8,9,10,11,12: Wikepedia. 2021. World map. [Online][Date accessed: 21st February 2021] Available at: https://en.wikipedia.org/wiki/World_map Figure 13: Retail and Leisure International. 2020 PrettyLittleThing Headquarters. [Online][Date accessed: 21st February 2021] Available from: https://www.rli.uk.com/prettylittlething-to-expand-hq/ Figure 14: Yellowtrace. 2014. Givenchy store in Paris by Joseph Dirand. [Online][Date accessed: 21st February 2021]. Available from: https://www.yellowtrace.com.au/givenchy-store-paris-joseph-dirand/ Figure 15: PrettyLittleThing. 2021. PrettyLittleThing X Hailey Bieber. [Online][Date accessed: 21st February 2021] Available at: https://www.prettylittlething.com/campaigns/2018/hailey-baldwin/ Figure 16: MyFaceHunter. 2016. Amanda Seyfried for Givenchy. [Online][Date accessed: 21st February 2021] Available at: https://www.myfacehunter.com/2016/07/amanda-seyfriedstars-in-givenchys-live-irresistible-campaign.html Figure 17: Getty Images. 1957. Funny Face. [Online][Date accessed: 21st February 2021] Available at: https://www.elle.com/
Figure 18: Style du Monde. 2015. New York Fashion Week FW 2015 Street Style: Margaret Zhang. [Online][Date accessed: 21st February 2021]. Available at: https://www.styledumonde.com/tag/givenchy-bag/ Figure 19,21 & 23: Pinterest. 2021. Givenchy, Paris. [Online][Date accessed: 21st February 2021] Available at: https://www.pinterest.com/pin/326018460511979955/ Figure 20: Givenchy 2021. Spring Summer 2021 Campaign. [Online][Date accessed: 21st February 2021]. Available at: https://www.givenchy.com/gb/en/mmw-ss21campaign.html Figure 22: Pinterest. 2016. Margot Robbie at Givenchy Fashion show. [Online][Date accessed: 21st February 2021] Available at: https://www.pinterest.com/pin/246290673350709577/ Figure 24: Vogue. 2020. Givenchy Resort 2020. [Online][Date accessed: 21st February 2021] Available at: https://www.vogue.com/fashionshows/resort-2020/givenchy/slideshow/details#8 Figure 25&27: How to Buy Vintage Jewellery. N.d. Gold vintage Givenchy jewellry. [Online][Date accessed: 21st February 2021.] Available at: https://howtobuyvintagejewelry.com/vintagegivenchy-jewelry-guide Figure 26: Craig McDean. 2019. Arivenchy Campaign. [Online]. [Acessed: 21st February 2021]. Available from: https://www.vogue.co.uk/article/ariana-grande-debut-givenchycampaign
Figure 27: Pinterest. 2021. Givenchy. [Online][Date accessed: 21st February 2021]. Available at: https://www.pinterest.com/ Figure 28: Givenchy. 2021. Womens. [Online][Date accessed: 21st February 2021]. Available at: https://www.givenchy.com/gb/en/women/ Figure 30: PrettyLittleThing. 2021. Black PU Faux Fur Trim Vintage Style Coat. [Online][Date accessed: 22nd February 2021]. Available at: https://www.prettylittlething.com/black-pu-faux-fur-trim-vintagestyle-coat.html
PRESENTATION Figure list CONTINUED Figure 31: Pinterest. 2021. Festvial style. [Online][Date ccessed: 22nd February 2021]. Available at: https://www.pinterest.com/pin/67624431889913359/
Figure 32: PrettyLittleThing. 2021..Silver textured square chain chunky necklace [Online][Date accessed: 22nd February 2021] Available at: https://www.prettylittlething.com/silver-textured-square-chainchunky-necklace.html Figure 33 & 34: PrettyLittleThing. 2021. Shop By Range. [Online][Date accessed: 22nd February 2021] Available at: https://www.prettylittlething.com/shop-by.html?navigation-shopby Figure 35: CosemticsDesign. 2020. Gen Z fashion. [Online][Date accessed: 22nd February 2021]. Available at: https://www.cosmeticsdesigneurope.com/Article/2020/03/05/Gen-Z-beauty-shopping-trendsshow-physical-digital-merge-in-retail Figure 36: Edited. 2021. PrettyLittleThing neon lights. [Online][Date accessed: 22nd February 2021]. Available at: https://edited.com/casestudy/how-prettylittlething-uses-edited-to-stay-faster-than-fastfashion/ Figure 37: PrettyLittleThing. 2021.. White logo gym bag [Online][Date accessed: 22nd February 2021] Available at: https://www.prettylittlething.com/prettylittlething-white-logo-gymbag.html Figure 38: PrettyLittleThing. 2021. 70% off banner. [Online][Date accessed: 22nd February 2021] Available at: https://www.prettylittlething.com/ Figure 39: Instagram. 2020. Emma Hill. [Online][Date accessed: 22nd February 2021]. Available at: https://www.instagram.com/emmahill/?hl=en Figure 40: PrettyLittleThing. 2021..Shop by figure [Online][Date accessed: 22nd February 2021] Available at: https://www.prettylittlething.com/shop-by/figure.html
Figure 41: PrettyLittleThing. 2021.. Midwash baggy low-rise jeans [Online][Date accessed: 22nd February 2021] Available at: https://www.prettylittlething.com/mid-wash-baggy-low-rise-distressed-boyfriendjeans.html
APPENDIX
APPENDIX A – Written analysis Brand Overview
Figure 1:Posner’s Perceptual Map Posner, 2015 PRESTIGE PRICE
PrettyLittleThing started in 2012 as an online accessories brand (Drapers, 2018), and has since grown into a global fast fashion sensation that has taken over the “online savvy shopping generation” with “trend led pieces, celebrity inspired looks, everyday wardrobe staples and ultimate party pieces.” (PrettyLittleThing, 2021). They target females of the millennial and Gen Z generations, particularly as they offer cheap prices and sales that make it affordable for those of a low income. Unlike Givenchy, that was founded in 1952 as a Paris haute couture fashion house that styled looks for high status clientele and red carpet looks. It is considered the pinnacle of “elegance, sophistication and femininity” (LMVH, 2021). Although these two brands are extremely different in market level, their marketing strategies are not unalike and therefore attract consumers of a similar demographic.
Justification of Brands I have chosen these brands because they are extremely different in style and market level, although both use celebrity endorsement as a way of attracting customers and so I thought it would be interesting to compare the type of consumers for both. I also really like both brand’s images, and have been a frequent customer of PLT, as well as taking an interest in the celebrity campaigns Givenchy have done and their vintage fashions.
MASS MARKET EXCLUSIVITY
AFORDABILITY
Research Methods Due to the COVID-19 pandemic it was quite difficult to obtain research from the store itself and so I had to turn to online research to collect data. I started with conducting two surveys asking about the demographics, psychographics, geographics and behaviour of customers. I knew that most of my social media following and friends shopped at PrettyLittleThing, as their target customer is my age demographic. However, it was quite difficult obtaining results from Givenchy customers, as people who shopped there were less common, and so I made assumptions based on whether or not they liked the aesthetic of the brand, ss well as conducting online research from previous consumer profiles and even customers from social media and Givenchy’s clientele.
APPENDIX A continued – Written analysis Results & Observations The results I gathered were interesting as there was actually some overlap in customer qualities, despite the fact that the brands are incredibly different in market level. PrettyLittleThing targets a much more modern consumer, particularly a young female demographic, and the styles they are interested in are largely streetwear and festival. A lot of PrettyLittleThing’s celebrity endorsements are social media influencers or reality stars, which shows that their consumer is easily targeted by a much more modern celebrity and are often posting outfit inspiration on social media such as Instagram and TikTok. After observing their website for a number of weeks, their main attraction seems to be the sales and discounts they offer on a regular basis, which highlights their consumer as those with a low income. The most popular items were often neutral tones, and consisted of joggers, hoodies, cycling shorts, sweatshirts and jeans, which is representative of the comfy clothes they were bringing out as a result of the pandemic lockdown. Figure 2
Givenchy customers seem to be interested in a much more classic and timeless look, although, similar to PrettyLittleThing, they are also attracted by streetwear outfits. Despite the fact that Givenchy may be way out of their price range, younger participants of my survey did say that the aesthetic of the brand appealed to them, and so maybe would be inclined to purchase from there once they are earning in full time jobs. After observing their website, I found that Givenchy’s homepage advertised their Spring/Summer 2021 collection, and their popular items consisted of floral patterns, beige and sage green tones as well as matching sets of shirts and trousers, which reflected the much more sophisticated consumer that one may find at Givenchy.
Figure 3
APPENDIX b – Conclusion & Reflection After finishing my research and collecting the results, the clear difference in these two brands is the price point, as PrettyLittleThing is much more affordable for the younger generations; people who may be students, or in part-time employment. Givenchy is certainly for those of a higher income and desire to spend their money on luxury items. However, similarities can be seen in the way that both consumers dress and like to style themselves, as well as the urban and sub-urban areas they come from. Looking back on my project, I am pleased with the results I have gathered despite the challenges that I faced. The biggest being the current pandemic, meaning that I was unable to visit the Givenchy store in person, or even their separate counters in department stores to make real life observations of the type of customer that shopped there. I also faced difficulty finding results for Givenchy as not as many people that I sent the survey to had actually purchased from the brand, due to it’s high profile and price point. Therefore, most of my results did come from online sources such as their website, social media and customer reviews, which meant some of my work was an educated assumption of the type of consumer. In hindsight, I am still pleased with the results I gathered due to the difficulty of the pandemic, as making real observations would never be possible at this current moment in time.
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Figure 5
APPENDIX c – PrettyLittlething survey
APPENDIX c continued – PrettyLittlething survey
APPENDIX c continued – PrettyLittlething survey
APPENDIX c continued – PrettyLittlething survey
Appendix d – Givenchy survey
Appendix d continued – Givenchy survey
Appendix d continued – Givenchy survey
Appendix reference list Busby, M. 2018. Drapers. [Online][Date accessed: 24th February 2021] Available at: https://www.drapersonline.com/news/t he-rise-and-rise-of-prettylittlething-2 PrettyLittleThing. 2021. About us. [Online][Date accessed: 24th February 2021] Available at: https://www.prettylittlething.com/about -us LVMH. 2021. Givenchy. [Online][Date accessed: 3rd February 2021]. Available at: https://www.lvmh.com/houses/fashionleather-goods/givenchy/ Posner, H. 2015. Marketing Fashion. 2nd Edition. London: Laurence King Publishing. P. 57. Word count for appendix: 865 excluding citatations
Appendix figure list Figure 1: Posner, H. 2015. Marketing Fashion. 2nd Edition. London: Laurence King Publishing. P. 57. Figure 2: PrettyLittleThing. 2021. PrettyLittleThing homepage. [Online][Date accessed: 28th February 2021]. Available at https://www.prettylittlething.com/ Figure 3: Givenchy. 2021. Givenchy homepage. [Online][Date accessed: 28th February 2021]. Available at: https://www.givenchy.com/gb/en/homepage Figure 4: Getty Images. 2021. Givenchy store London. [Online][Date accessed:1st March 2021] Available from:https://www.gettyimages.co.nz/detail/newsphoto/the-givenchy-store-on-new-bond-street-londonpress-news-photo/1026537494 Figure 5: Instagram. 2021. Givenchy page. [Online][Date accessed: 1st March 2021] Available at: https://www.instagram.com/givenchyofficial/?hl=en All images from survey results are from Google Forms.