2 minute read
Brand Positioning
Self Reliant Pragmatic Accepting Tolerant Liberal Minded Ambitious Entrepreneural High Expectations
Channel usage
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Fashion blogger from the city
Gender: Female Age: 20 Location: Manchester Occupation: Marketing Assistant
Bio: A self-driven female from Manchester who spends her spare time styling clothing to create Instagram content. She aims high and aims to become Marketing Lead at her workplace. She is consistent with her social media presence to gain followers and likes. She follows fashion religiously but tries to buy her clothes from brands who have a positive ideology towards the environment and ethics.
Motivations: Success is very important to her, whether that comes from monetary value, personal achievements, or work accomplishments she is always striving to do her best and more. Her styling and fashion are extremely crucial to her personality and strives off her outfits, making her feel confident and empowered. She is passionate about female empowerment and equality for all. She is open minded and believes everyone should be given an equal opportunity in life.
Goals: Her goals are mainly personal and revolve around making herself the best version she could be. This involves eating well, working out to keep fit, pushing herself in her job to be promoted, working on her social media to gain more followers.
Digital Habits and Media Consumption: Her digital habits are typical for a Generation Z female from the city, posting on her social media daily and an active user on most social media platform. She uses Instagram and TikTok to post fashion inspiration and styling as well as Twitter to voice her opinion. Customer profile
Figure 17: Jacquemus Paris Pink Shoot
Attitudinal segmentation
‘Conventional segmentation is losing relevance due to the personalities and values shared by Millennials and Gen Z’ (Gosselin, 2022). Attitudinal segmentation allows a better understanding of the consumer and therefore allows brands to better market their product (Attitudinal Segmentation, 2022).
In terms of Attitudinal Segmentation, the ‘Heart Eyes for You’ campaign will have some common interests which will influence the style of marketing for the campaign: - Social Media - Fashion Styling - Celebrity/ Influencer Culture - Luxury fashion
Post demographic consumerism
Demographics a much more complex idea. “Society is becoming more liberal, and conventions, such as family structure and gender roles are changing” (Denver Public Relations Firm, 2022). Therefore, when exploring the target audience for the ‘Heart Eyes for You’ campaign modern ideas and representations have to be considered, for example pronouns, eradicating gender stereotypes and encouraging inclusiveness.
