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GIOVANA GRANCHI & DARIA PERUSHEVA
TABLE OF CONTENTS
1
2
HISTORY
COMPETITORS
5
6
VALUES & LIFESTYLES
PERSONA
3
GEODEMOGRAPHICS
7
TARGET BOARD
4
BEHAVIOUR & MOTIVATIONS
8
DEFINITION OF THE TARGET BOARD
HISTORY
FIRST ECO FRIENDLY AND SUSTAINABLE LUXURY FASHION BRAND
Stella graduates from Central St Martins and After 17 years, Stella
2 years later become
buys a majority stake
the creative director of
Launch of the
Best British brand of
Lingerie
the Year
STELLA perfume
Chloe
is launched 1995
from Kering
Collection 2008
2003
2001
in the company back
2004
The brand Stella
Launch of a long
Mccartney is launched in
term collaboration
a 50/50 Partnership with
between Adidas and
Kerring Group
Stella Mccartney
2015
2010
2018
2016
Debut of the
Menswear collection
kids and baby
is launched
collection
51 stores worldwide
GEODEMOGRAPHICS Women 20 - 45 years old Location: Metropolitan woman living in London, Paris or New York Occupation: Self made businesswoman, magazine/fashion editor, PR manager High Income: From 4,000 euros a month
Lifestyle: Highly into fashion and art, concerns for sustainability, self care and wellness
COMPETITORS
FOUNDED: 1992, UK
FOUNDED: 2008, UK
FOUNDED: 1968, Germany
TARGET: 20/45 yo Women, Upper class, bold Purchasing power - 3,500€ monthly
TARGET: 25/45 yo Women, Upper middle class, professional Purchasing power - 2,500€ monthly
TARGET: 25/45 yo Women, Upper middle class, professional, artistic Purchasing power - 2,000€ monthly
POSITIONING: POSITIONING: Luxury, innovative design, bold Affordable Luxury, classic & feminine design
POSITIONING: Affordable luxury, minimalistic, high quality
5
BEHAVIOUR Last Purchase - 2-3 months ago Frequency of Purchase - No more than 4 times a year Yearly shopping spending - From 5,000 euros a year The client’s shopping habits are influenced by her strong environmental beliefs The frequency of purchase is relatively low due to the believe in Slow Fashion, only buying products one really needs, and investing in quality rather than quantity The client prefers to pay more for environmentally conscious and sustainable products of good quality High brand loyalty due to a an almost unique brand proposition brand (sustainable, eco-friendly, vegan, cruelty free)
6
MOTIVATION SELF EXPRESS COMFORT → The product is easy to wear and is transversal. The materials feel great on the skin due of their ecological nature PRIDE → The brand and the customer share similar beliefs about sustainability and respect for nature, making the customers feel proud and appreciated for their point of view INNOVATION → Stella McCartney products are innovative due to their method of manufacturing and the materials used (organic cotton, vegan leather, sustainable, cruelty free)
7
VALUES LE COMMUNICATION - Self Expression - Independence - Quality - Sustainability - Innovation
LIFESTYLE - Urban - Professional - Socially involved - Sophisticated - Environmentally Conscious
8
PERSONA
Olivia Johnson 29, PR Manager.
Olivia lives in Chelsea district, London, with her fiance and her French bulldog. She holds a master degree in marketing and works as a PR manager. She has a very busy life and is always connected on her mobile for work or fun. Olivia is fashion-forward and read magazines such as British Vogue and Elle. She appreciates contemporary sustainable fashion and is disposed to pay extra money to have high-quality items. She also values a healthy lifestyle, that consists of vegetarian food and physical exercises such as yoga and running. She enjoys meeting her friends at Sushi Samba for healthy dinner with a beautiful view. Olivia spends her vacations relaxing in luxurious resorts in Europe or exploring the United States. Personality
Skills
Independent
French
Strong Minded
Marketing
Responsible
Yoga
TARGET BOARD
FASHION
FOOD
DRINKING
OTHERS
MAGAZINES
RESTAURANTS
TRAVELS
DEFINITION OF THE TARGET BOARD Fashion
Food
Drinking
Others
This customer is looking for
The target client used to shop in
This client likes to stay healthy and
This women has an active
modern clothing but are also
organic markets like As nature
introduce in her routine teas like
lifestyle and practice activities
aware of the fashion industry
indeed, where they find fresh
Kombucha
such as running, pilates and
impact. British brands such as
products.
aromatic water.
Yoga.
Vivienne
clients could be vegetarians.
She use to drinks a lot of water and
environmental
can choose brands like Iskilde.
friendly causes .
Victoria
Westwood Beckham
can
and
Many
of
theses
be
and
home-made
She
supports and
animal
between their fashion choices as well as the online shop Reformation.
Magazines
Restaurants
This client likes fashion and
London offers a large range of
reads magazines such as British Vogue and Elle. She
options
for
sophisticated
healthy food, such as The
also read Women's Health to
Gate,
inform herself about health and
Vanilla Black.
wellbeing.
Travels
Sushi
Samba
and
During her vacations he can choose to relax in luxurious resorts in Europe or North Europe. She appreciates also to travel to big cities in the USA, like New York.
11
Conclusion
Stella Mccartney is a daughter of a famous animal rights activist, she is largely involved in with sustainability and animal rights herself, big supporter of PETA. Large efforts to make fashion more sustainable. The Brand is the reflection of Stella’s personal beliefs and a tool to promote sustainable fashion in a way that is trendy, modern and desirable. The brand receives great support from international celebrities Stella Mccartney woman is loyal to the brand due to sharing similar beliefs and values. She is a feminine professional working woman who takes care of herself and enjoys down time.