Target Audience

from Stella McCartney Brand and Merchandising report

Future Plans

Stella targets those with a higher income and able to afford the luxury market. The idea consumer would have an interest in new fashion trends as well as being environmentally aware. Due to the sustainable efforts of the brand this creates a loyal customer base who supports this cause. The demographic of people who shop at Stella McCartney are females, aged 25-45 and due to the location of the stores, people who live in big cities or tourists. The psychographics of Stella consumers would be sophisticated, fashion forward and environmentally conscious people.

Maslow’s Hierarchy

Maslow’s hierarchy of needs is a theory in which people are motivated in different ways, in order to move up the hierarchy of life. A Stella McCartney consumer would start at the bottom of the pyramid needing clothing as a basic necessity to survive. However, would move up to the love and belonging category as they purchase from a brand, they feel connected to and believe in, then form a loyalty towards it. A customer could buy from a sustainable brand for their self-esteem, and to better themselves as a person. Resulting in self-actualization, as they feel happy with their choices and feel they are being the best version of themselves.