Customer Profiling
Kalifa Okezie Fashion Marketing DESN 1355 Word Count: 1700
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Declaration of Academic Integrity Student name Student Id number Programme of study Module code Module title Lecturer/Tutor Mark deduction for late hand in
Kalifa Okezie 201017716 Fashion Marketing DESN 1355 Fashion Marketing Eunsuk Hur
For individual pieces of work I promise that in the attached submission I have not presented or attempted to present anyone else’s work as my own except where I have explicitly indicated. I understand that to do so would mean that I have committed plagiarism, the University’s definition of which is published. I realise that if I commit plagiarism I can be expelled from the University and that it is my responsibility to be aware of the University’s regulations on plagiarism and their importance. I reconfirm my consent to the University copying and distributing any or all of my work in any form and using third parties (who may be based outside the EU/EEA) to monitor breaches of regulations, to verify whether my work contains plagiarised material and for quality assurance purposes. I confirm that I have declared, in writing with supporting evidence, all mitigating circumstances to the Module Manager and the School General Office that may be relevant to the assessment of this piece of work and that I wish to have taken into account. I am aware of the school’s policy on mitigation, and procedures for the submission of statements and evidence of mitigation. I am aware of the penalties imposed for the late submission of coursework. Signature
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Date
02/03/2017
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Self-assessment sheet –Customer profiling Student’s Name Assessment of To demonstrate
Representing customer profiles for retailers operating at different levels of the market Your understanding of different target markets for fashion-related companies
Final Mark
% 68
This is how I think the work that I have produced for assignment 2 relates to the marking criteria 70% 69% - 59% - 49% - Deliverables 80% of the total mark + 60% 50% 40% 39% F1
Assignment 2 plan (Work & progress)
F3
Originality & Creative input
F2 F4 F5 F6 F7 F8 F9
F10
Oral Presentation
Relevant visual data/ Informative visual lifestyle concept Presentation of visual layout and structure
Coverage of relevant context/ Evidence of understanding of the target customers Evidence of understanding of the research process Research, analysis & interpretation -The level of critical analysis
The use and understanding of the Harvard Referencing system Professional practices
Final Mark
On Reflection
67
70 68 69 70 58 66 54 64 65 68
This is how I feel about the feedback given by my Tutor and what I need to do to improve my work in future:
Contents: • Zara Pages 3 -19 • Versace Pages 20-35 • Appendices • References • Photo References
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Zara is a popular global clothing brand from Spanish origin in 1975, operating under the world’s biggest clothing chain Inditex consisting of other brands such as Massimo Dutti, Bershka and Pull and Bear. (The Digital CIO Nov 2016) There is an intrinsic link between Zara’s consumers and the designers for the brand, as Zara is constantly conducting methods of product development to successfully meet the needs of their target market. The brand focuses heavily on trends, tastes and consumer requirements in order to cater for a range of customer from different aspects of life and ages. (Grupo Inditex) Zara now successfully operate globally in 74 different countries, (The Digital CIO Nov 2016) priding itself on exclusivity of products due to limited supply of these items; a fast fashion nature is at the centre focus of the firm with an estimated 40,000 designs being generated annually. (HBS Working Knowledge)
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Market Segmentation & Core Consumers
Conducting in depth market research, both secondary and primary; has allowed me to identify the core consumer of the Zara’s brand. Although the brand is segmented into Menswear at 25%, Womenswear at 60% and Kidswear at 15%. Although Zara caters for a wide range of age groups, the core consumer of the brand is the middle class, young and ‘savvy’ female, ranging from the ages 16-30; with the secondary consumer being young males from the same age band with similar characteristics. This band of consumers is often regarded as Generation Z and Y. (Posner 2015)
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The results from my survey and Store interview has enabled me to analyse the characteristics of Zara’s core target consumers. Passion for fashion and trends are highly significant when selecting outfit choices and deciding where to purchase garments from. These consumers are students or in the early stages of careers and unmarried. Therefore, a large proportion of their disposable income is spent on apparel items. (Jackson and Shaw 2009) This is considered to be the stage of ‘Pre-family’ by (Posner 2011.)
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Why Zara? The reputation of the Zara brand is a major contributor to the reasoning behind why consumers purchase garments from the company. Consumers perceive the brand as a high end high street brand with designer style pieces. “Zara is dipping its toe into the luxury market by including a few carefully chosen high-end pieces” “A new age for high street” (Evening Standard, Oct 2013) Zara was deemed British shoppers favourite High Street store in 2012, due to their ability to quickly implement designer catwalk trends in their stores. Alongside popular royals such as Kate and Pippa Middleton often featuring in Zara apparel, this has led to the increased popularity of the Zara brand, with young consumers aspiring to dress like Royalty.( Daily Mail Online. Associated Newspapers, 07 Dec. 2012.) The fashion recommendation website Dressipi conducted a survey of 40,000 females under 40, which revealed that Zara was Britain’s favourite clothing retailer of 2012 winning 33% of the vote, with H&M not far behind at 26% of the vote and Topshop at 21%. (Daily Mail Online. Associated Newspapers, 07 Dec. 2012.)
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The Zara Consumer
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Psychographics
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The Zara consumer often resides in largely populated cities worldwide, such as London, Madrid, Barcelona, Leeds, New York. This goes directly in line with the geographical locations of the Zara stores, which are usually situated in busy city centres or shopping malls to maximise potential for sales. Zara’s consumers are digitally native and often order products via e-commerce platforms due to convenience. This directly relates to Zara’s surge in yearly sales by 8% as a consequence of growth of e-commerce by consumers. There is a direct link between the growth of e-commerce and the influence of social media on consumers, which I discovered from my survey of 23 different Zara Consumers. (Appendix 1) Consumers often shop at Zara over other brands due to factors such as Brand personality and Aesthetic appeal. (Posner 2015) (Appendix 1) Figure 32
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Consumer Behaviour Primary Market research allowed me to establish some of the behavioural patterns of the idealised Zara consumer. I conducted interviews with the department managers of the Women’s, Men’s and Kidswear departments, enabling me to gain insight into patterns between consumers. (Appendix 2) I was able to identify that most of the products sold annually are from the womenswear department, however a surge in sales from both Kidswear and Menswear departments occurs during the seasonal period of Christmas. Consumers often visit the store 17 times per year in order to regularly revamp their wardrobes and stay up to date with the latest trends and styles. (HBS Working Knowledge) The price of a garment is highly significant when consumers are deciding to purchase a product. Figure 38
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Zara produces a basics range in order to appeal to the price conscious. However, the survey I conducted revealed that many consumers of Zara believe that the prices of some of the garments are higher than that of their direct competition for that of a similar product and so these consumers often showroom Zara and purchase similar items from their rivals, such as Topshop, H&M and Forever 21. (Appendix 1) As well as this I discovered that many consumers only purchase Zara’s products during seasonal sales to purchase garments at a discounted price. The Hobbies and lifestyle choices from these consumers include activities such as Shopping,, eating out and frequently engaging with social media platforms such as Blogs, YouTube videos, Twitter and Facebook on the latest technological developments. My research provided me with conclusions that social media directly influences the style choices of many of Zara’s consumers, this is one of the main reasons for the increase in Zara’s social media and technology focus.eating out and frequently engaging with social media platforms such as Blogs, YouTube videos, Twitter and Facebook on the latest technological developments. My research provided me with conclusions that social media directly influences the style choices of many of Zara’s consumers, this is one of the main reasons for the increase in Zara’s social media and technology focus. (Appendix 1)
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Versace is an Italian, luxury Fashion House, predominantly known for bold and animal prints and superlative craftsmanship. The brand was founded by Gianni Versace in 1978. Popularity of the Versace brand led to the creation of the diffusion line “Versus Versace” which was launched in Milan in 1989. This new diffusion line was previously an accessories line, however is now aimed at the younger spectrum of Versace’s target market; in order to maximize sales potential for the brand and generate a greater interest for the brand amongst the future generations. The brand’s main focus are glamourous and innovative creations in apparel, homeware and accessories. (Victoria and Albert Museum, Digital Media)
Market Segmentation & Core Consumers Versace’s target consumer consists primarily of the upper middle class and elite young adults from the ranging ages of 21-27. A combination of individuals from Generations Y and Z. (Posner 2015) Versace’s consumers are often urban and sophisticated, constantly striving to achieve the latest innovative urban styles. The Italian Fashion House holds an extensive product portfolio inclusive of apparel, accessories fragrances, watches and mobile phones. (Brand Guide) Primary market research has enabled me to form an analysis of Versace’s target consumers. Of whom are mostly young adults entering the early stages of their career lives or are finalising their degrees. These individuals are unmarried, enjoy parties at high end clubs, style focused, enjoy standing out from the crowd and travelling. Spending large proportions of income on apparel and accessories from luxury designer brands is usually a regular activity. (Appendix 3)
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The Versace Consumer
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Geographics & Psychographics Versace stores are located in urban, affluent and flourishing areas in major cities such as Beijing, Milan, New York, London in Modern apartments. As well as this Versace often hold concession stands in notorious department stores such as Harvey Nichols, Harrods and Bloomingdales. The location of Versace stores is intrinsically linked to the residence of the consumer which I obtained from conducting a survey of 20 people who had recently purchased products from Versace (Appendix 3) and from an interview with the store manager in Versace in London Westfield. (Appendix 4) The general Versace consumer visits the brand upon release of new collections and particularly during major fashion events such as Fashion week. Majority of these visits are through an online presence due to the digitally orientated nature of these individuals. (Appendix 4)
Consumer Behaviour Versace consumer’s main interests include reading fashion magazines such as Vogue and Elle, keeping up to date with the latest collections from high fashion designers and the latest music using various social media platform. Sharing photos and opinions on these platforms is a daily activity for consumers. (Appendix 3) A large proportion of Versace’s consumers predominantly indulge in urban, Hip Hop and Rap music directly coinciding with the Numerous urban celebrities that have advocated their consumer status for Versace’s products, including various popular American and UK rappers such as Drake, Migos, Dappy and 2Chainz. Drake and Migos went as far as releasing a song titled ‘Versace’ which saw a surge in popularity for the brand, particularly for African American audiences, as well as mainstream attention, due to the rapper Drake’s high profile celebrity status. “Versace” was one of the top Hip Hop tracks in Summer 2013, with the music video featuring copious garments and accessories from the Versace brand. The song was even featured on the catwalk for Versace during Milan fashion week in 2013. (KollegeKidd.com.) Revenues in 2012 increased 20% to $553.8 million in global sales, prior to the brand being at the brink of bankruptcy; the new association with urban celebrities created diversity for the brand. (Forbes)Since 2012 various music artists have featured Versace’s products in their videos.
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t are avant-gar“Versace doesn’t make clothes tha it makes clothes de, arty, or untouchably elegant; es and parties for red carpet photo calls in Cann t in Monaco.” aboard a rap mogul’s mega-yach (Vogue.com)
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Why Versace? Brand essence and reputation are significant factors contributing to why the consumers of Versace purchase their products. However, one crucial factor sparking sales are the brands collaborations with popular celebrities and celebrities publicly being featured in the companies’ garments. Advertising campaigns have featured supermodels such as Linda Evangelista and Naomi Campbell. (Fashionista 2015) Endorsements have included artists such as Lady Gaga and Zayn, appealing to different tastes within their target audience. (Vogue.com) Data from Appendix 3 and 4 have revealed Versace’s direct competitors include brands such as Ralph Lauren, Michael Kors and Chanel. The expensive price tag on the brand’s products, from the point of view of consumers are a small consequence to pay for the luxury and intricately detailed garments produced by the firm. (Appendix 3 & 4) Versace have even made collaborations with the high street brand H&M to appeal to consumers who do not have the spending power to afford Versace’s luxury garments, yet are attracted to the aesthetics conveyed by the brand.
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For my primary research, I conducted a survey of 25 people who are consumers of the Zara brand. (Appendix 1) Questions: How often do you shop at Zara? Result: 44 % chose Only During Sales Why do you shop at Zara? Result: 52% said Aesthetic Gender? Result: Males 20 Females Age? Result: 78% aged 17-20 What Location do you reside in? Result: 57% London What influences where you shop and the clothes you purchase? Result: 65% said Social Media What activities do you often take part in? Result: 35% said Shopping 30% said Eating out How often do you shop for clothes, online and in store? Result: 31% said several times a month 22% said more than once per week Do you think Zara’s pricing reflects their product quality? (Please elaborate) “Yes definitely- reasonable prices for good quality products that are trend-driven” “Sometimes- for coats etc yes. I think sale prices are more accurate. “ “Sometimes, sometimes i think that simple clothes such as plain t-shirts or jeans when they are not in the sales are way too overpriced” “Sometimes Zara can use cheap materials which break easily but this is not always the case. Zara basics are moderately priced however some of their nicer clothing can be expensive.” Who would you consider to be Zara’s direct competition and what do Zara offer which differentiates them from these competitors? “I’d say H&M but Zara is more on trend as a brand” “Competitors: H&M and Topshop. The italian aesthetic of the brand differentiates from its competitors as it offers more serious and formal/going out clothes which can look expensive” “Forever 21 Zara offers a wider variety however forever 21 have more reasonable prices” “Topshop, river island, mango”
As part of my primary research I also conducted interviews with each of the Department managers for the Zara Leeds Store. (Appendix 2) The questions I asked were : What age range is your Target Market? “Zara’s target market is not segmented by age as we cater for customers from a wide range of ages from 0-40” (Womenswear Manager) “ The target market for Zara are individuals who like high quality garments at affordable prices” (Menswear Manager) “We aim our products at the mass market, from different aspects of life, Zara provides a wide range of products in each department to cater for a wide audience” (Kidswear Manager) Where do your consumers usually live? “ Major cities such as London, Manchester, Leeds” (Kidswear Manager) “Cities or the Suburbs” (Womenswear Manager) “ Cities, however many consumers do live in small towns, but they purchase our products using online devices” (Menswear Manager) Do you get more Female or Male consumers? “ Majority of the customers that come in store are young adults or students, primarily female” (Womenswear Manager) “ Female customers are more common in store, aside from during the Christmas season” (Menswear Manager) “ Most customers both online and instore come from the under 30’s age bracket and are predominantly female” (Kidswear Manager) What Brands would you consider to be Zara’s Direct Competition? “H&M, Warehouse and Topshop” (Kidswear Manager) “ River Island and H&M” (Womenswear Manager) “Topshop and Forever 21” (Menswear Manager)
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For my primary research, I conducted a survey of 20 consumers leaving the Versace, Westfield London store who had made a purchase. I asked a series of multiple choice questions and one open ended question and these are the results I recieved. (Appendix 3) Questions: How often do you shop at Versace? Result: 60 % chose upon release of new collections Why do you shop at Versace? Result: 80% chose Aesthetic 20% chose Quality Gender? Result: Males 10 Females 10 Age? Result: 60% aged 26-30 40% aged 21-25 What Location do you reside in? Result: 100 % London What influences where you shop and the clothes you purchase? Result: 50% said Social Media 50% said Magazines What activities do you often take part in? Result: 20% said Shopping 20% said Eating out 60% Listening to Music How often do you shop for clothes, online and in store? Result: 100% said several times a month Who would you consider to be Versace’s direct competition and what do Zara offer which differentiates them from these competitors? “Micheal Kors and Gucci, Versace have very colourful designs” “Bold Patterns and innovative styles, competition would be Balenciaga, Gucci” “Urban style, heavy associations with the colour gold”
For my Versace primary research, I conducted an interview with the Store Manager for the Westfield London branch using the same questions as I did for Zara. (Appendix 4) What age range is your Target Market? “Versace’s target market are young and urban middle class individuals with large amounts of disposable income” (Versace Store Manager) Where do your consumers usually live? “Customers usually live in affluent areas in large cities such as Kensington in London, or major cities in the USA such as New York or Chicago” Do you get more Female or Male consumers? “ At different points in the year, we will receive a larger number of Male customers and vice versa, this is usually dependent on new collaborations with celebrities or the release of new collections. For example the Lady Gaga collaboration saw an increase in sales for womenswear apparel and accessories.” What Brands would you consider to be Versace’s Direct Competition? “ Michael Kors, Gucci, Chanel, Ralph Lauren to name a few”
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References: • Watson, James, and Arifbott Harbott. “Analysing Zara’s Business Model.” The Digital CIO. N.p., 04 Nov. 2016. Web. 02 Mar. 2017 • “Grupo Inditex.” Zara available from: https://www.inditex.com/brands/zara • Harvard Business School Archives “Zara’s Secret for Fast Fashion.” HBS Working Knowledge. Online • Posner, Harriet. Marketing Fashion. London: Laurence King, 2015. Print. • Jackson, Tim. “Mastering Fashion Marketing.” Barnes & Noble. 2009. Print • “The Rise of the High-end Street: Zara, Whistles and Cos Pioneer a New.” Evening Standard. N.p., 29 Oct. 2013. Online • Waterlow, Lucy. “Fast Fashion Rules (with a Little Help from the Duchess of Cambridge): Zara Crowned Brits Favourite High Street Shop.” Daily Mail Online. Associated Newspapers, 07 Dec. 2012. Web. 02 Mar. 2017. • Victoria and Albert Museum, Digital Media Webmaster@vam.ac.uk. “Gianni Versace.” Victoria and Albert Museum, Digital Media Webmaster@vam.ac.uk. Victoria and Albert Museum, Cromwell Road, South Kensington,, 02 May 2013. Web. 02 Mar. 2017 • Zigu. “Versace SWOT Analysis | USP & Competitors | BrandGuide.” MBA Skool-Study.Learn. Share. N.p., n.d. Web. 02 Mar. 2017. • “Migos Say Versace Has Not Reached Out To Them For Hit Song, Tired Of Spending ‘Racks’ Everyday On Brand.” Welcome To KollegeKidd.com. N.p., 24 Sept. 2014. Web. 02 Mar. 2017. • Fontevecchia, Agustino. “Versace Sale At $5.8B Valuation Would Make Heirs Allegra And Santo Billionaires, Donatella Still Out.” Forbes. Forbes Magazine, 03 Dec. 2013. Web. 02 Mar. 2017. • Bobila, Maria. “Versus Versace Quietly Enters the American Market with a New York City Flagship.” Fashionista. N.p., 23 Sept. 2015. Web. 02 Mar. 2017. • “Zayn Malik is Versus” Vogue.com. N.p., 2017. Web. 2 Mar. 2017. • “Versace News”. Vogue.com. N.p., 2017. Web. 2 Mar. 2017.
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