CUSTOMER PROFILING Fashion Marketing assignment 1
contents
04
INTRODUCTION & BRAND OVERVIEW
06
DEMOGRAPHICS & GEOGRAPHICS
10
PSYCHOGRAPHICS & BEHAVIOURIAL
13
REFERENCE LIST
14
FIGURE LIST
introduction For marketers, it is vital to understand what do consumer consider when they are making decisions, in order to develop suitable strategies to satisfy their wants and needs. A customer profile aims to identify and qualify habits and characteristics of ideal or most common and typical customer group. (E.Hur 2016) I will create three customer profiles for three brands from different market levels: Saint Laurent (luxury market), H&M (high street market) and adidas (sportswear market).
brand overview Saint Laurent is a luxury brand which was founded in 1961 by a French fashion designer Yves Henri Donat Mathieu-Saint-Laurent, known as Yves Saint Laurent. It was the first couture house to introduce the concept of prêt-à-porter (ready-towear) in 1966 with the collection called ‘Rive Gauche’ (youth and freedom) collection. ( NET-A-PORTER.COM 2016)
“Fashions fade, style is eternal.” -Yves Saint Laurent
demographic
Women Aged 25-40 Generation X (1961-1981) High level education Middle to upper-class Multicultural High income ÂŁ65,000+ -Socio-economic group A-C1 (Jackson and Shaw, 2009) HEDI : highly educated independent individuals.
Hong Kong
geographic
Beverly Hills
According to the Saint Laurent website, there are around 160 stores globally. Unquestionably, the consumption of luxury products for Asian consumers have increased dramatically in recent years. Particularly Chinese consumers, they are the biggest buyers of expensive items and accounted for 29% purchases in 2013. Moreover, Many EU company, such as Harrods of London has seen sales to Chinese shoppers as its largest foreign contingent. (Doing it their way, The Economist 2014) Without a shadow of a doubt, most of the stores are located across Asia in places like
Singapore
China, Hong Kong, Japan, Singapore, South Korea etc, with 83 stores in total. EU has less than half of the stores in Asia with 37 stores located in Austria, Denmark, France, Germany,Italy, Russia, UK etc. 23 stores are located in USA, 12 stores located in Africa and Middle East and 5 stores located in Latin America.
Rome
Brazil Shanghai
Vienna
Chicago
Tokyo
psychographic
Social lifestyle Strong career aspirations high social status Confident self image Purchasing motives are to enhance status Strongly interested in fashion Interest in music (particularly rocky music) Enjoys travelling (Embrace freedom and inspiration)
Behaviourial
Strong loyalty to the brand medium to light users quality, brand name, materials formal/evening usage to leisure simple, smart casual, stylish
not a price sensitive consumer highly fashionable Enjoy using designer and luxury brands to increase social status
Reference list .Chloe Studd, Strategic fashion marketing plan 2016. . [ONLINE] Available at: https://chloestudd.files.wordpress.com/2013/10/saintlaurentparisbrieffinalpdf. pdf. [Accessed 02 March 2016]. Doing it their way | The Economist. 2016. Doing it their way | The Economist. [ONLINE] Available at: http://www.economist.com/news/briefing/21595019market-growing-furiously-getting-tougher-foreign-firms-doing-it-their-way. [Accessed 22 February 2016]. Eunsuk, H (2016) Lecture 14, 28th January 2016, accessed on 21st of February 2016 Kering Group. Mission statement (2012). Available: http://www.kering.com/sites/default/files/24-062013_ppr_enbref_gb_mel.pdf.pdf Kering Group. Activity Report (2012). Available: http://www.kering.com/sites/default/files/17-062013_kering_1302197_ra2012_gb.pdf Kering Group. Activity Report (2011). Available: http://www.kering.com/sites/default/files/sites/default/files/publications/PPR_ 2011DDR_EN_0.pdf Kering Group. Sustainability In Action at Saint Laurent (2013). Available:http://www.kering.com/en/sustainability/achievements/saint_lauren t_stores_packag- ing SAINT LAURENT STORE LOCATOR | YSL.com. 2016. SAINT LAURENT STORE LOCATOR | YSL.com. [ONLINE] Available at: http://www.ysl.com/corporate/en/saint-laurent-store-locator/. [Accessed 21 February 2016]. Saint Laurent | Women's Luxury Collection | NET-A-PORTER.COM. 2016. Saint Laurent | Women's Luxury Collection | NET-A-PORTER.COM. [ONLINE] Available at: http://www.net-aporter.com/Shop/Designers/Saint_Laurent? pn=1&npp=60&image_view=product&dScroll=0. [Accessed 21 February 2016]. Yves Saint Laurent: the battle for his life story | Film | The Guardian. 2014. Yves Saint Laurent: the battle for his life story | Film | The Guardian. [ONLINE] Available at: http://www.theguardian.com/fashion/2014/mar/02/yves-saintlaurent-battle-life-story. [Accessed 21 February 2016].
Figure list Figure 1: Saint Laurent Harbour City 2015 google map [ONLINE] Available at: https://www.google.com/maps/contrib/109272739245947220004/photos/@22.2974401,114.16849,3a,75y,90t/ data=!3m8!1e2!3m6!1s jNvy7T1fkvQ%2FVTXk3K_I1uI%2FAAAAAAAAACw%2FQFUNggt4eiY!2e4!3e12!6s%2F%2Flh5.googleuserc ontent.com%2FjNvy7T1fkvQ%2FVTXk3K_I1uI%2FAAAAAAAAACw%2FQFUNggt4eiY%2Fw203h100pk no%2F!7i1200!8i900!6m1!1e1. [Accessed 21 February 2016]. Figure 2: Groupe Artemis [ONLINE] Available at: http://www.groupeartemis.com/en/participations/saint laurent/. [Accessed 21 February 2016]. Figure 3: Neiman Marcus [ONLINE] Available at: http://www.neimanmarcus.com/engb/Saint Laurent/Handbags/cat7040731/c.cat. [Accessed 21 February 2016]. Figure 4: Designer ad banned for ‘unhealthily’ thin model, CNBC 2015 [ONLINE] Available at: http://www.cnbc.com/2015/06/03/designeradbannedforunhealthilythinmodel.html. [Accessed 21 February 2016]. Figure 5: Logok [ONLINE] Available at: http://logok.org/yvessaintlaurentlogo/. [Accessed 21 February 2016]. Figure 6: Forbes [ONLINE] Available at: http://www.forbes.com/sites/kristintablang/2015/07/29/yvessaint laurentunveilsfirstcouturecollectioninoveradecade/#2c4d42ca1a0b[Accessed 21 February 2016] [Accessed 21 February 2016] Figure 7: YSL.com [ONLINE] Available at:http://www.ysl.com/it/shopproduct/donna/borsemonogramcabas mediumcabasmonogramsaintlaurentnerainpelle_cod45234496kd.html Figure 8:spotted fashion [ONLINE] Availablehttp://www.spottedfashion.com/2014/04/25/saintlaurentsacdu jourbagsforspringsummer2014instores/ Figure 9: YSL.com Store Locator [ONLINE] http://www.ysl.com/corporate/it/saintlaurentstorelocator/ Figure 10: YSL.com Store Locator [ONLINE] http://www.ysl.com/corporate/it/saintlaurentstorelocator/ Figure 11: YSL.com Store Locator [ONLINE] http://www.ysl.com/corporate/it/saintlaurentstorelocator/ Figure 12: YSL.com Store Locator [ONLINE] http://www.ysl.com/corporate/it/saintlaurentstorelocator/ Figure 13: YSL.com Store Locator [ONLINE] http://www.ysl.com/corporate/it/saintlaurentstorelocator/ Figure 14: YSL.com Store Locator [ONLINE] http://www.ysl.com/corporate/it/saintlaurentstorelocator/ Figure 15: YSL.com Store Locator [ONLINE] http://www.ysl.com/corporate/it/saintlaurentstorelocator/ Figure 16: YSL.com Store Locator [ONLINE] http://www.ysl.com/corporate/it/saintlaurentstorelocator/ Figure 17: YSL.com Store Locator [ONLINE] http://www.ysl.com/corporate/it/saintlaurentstorelocator/ Figure 18: YSL.com Store Locator [ONLINE] http://www.ysl.com/corporate/it/saintlaurentstorelocator/ Figure 19: Forbes [ONLINE] Available at: http://www.forbes.com/sites/kristintablang/2015/07/29/yvessaint laurentunveilsfirstcouturecollectioninoveradecade/#2c4d42ca1a0b[Accessed 21 February 2016] [Accessed 21 February 2016] Figure 20:they don't love you.com [ONLINE] http://www.theydontloveyou.com/mariannefaithfullsaintlaurent/ Figure 21: Designer ad banned for ‘unhealthily’ thin model, CNBC 2015 [ONLINE] Available at: http://www.cnbc.com/2015/06/03/designeradbannedforunhealthilythinmodel.html. [Accessed 21 February 2016]. Figure 22: Forbes [ONLINE] Available at: http://www.forbes.com/sites/kristintablang/2015/07/29/yvessaint laurentunveilsfirstcouturecollectioninoveradecade/#2c4d42ca1a0b[Accessed 21 February 2016] [Accessed 21 February 2016]