MULBERRY COSMETICS 1
CONTENTS INTRODUCTION 5 The (in)dependent 7 Food & Drink 10 Wardrobe 12 Beauty 14 Travel 16 Music 18 The New Luxury Millenial 21 Food & Drink 24 Wardrobe 26 Beauty 28 Travel 30 Music 32 The Modern Mother 35 Food & Drink 38 Wardrobe 40 Beauty 42 Travel 44 Music 46 The Fifty+ Affluent Business Woman 49 Food & Drink 52 Wardrobe 54 Beauty 56 Travel 58 Music 60
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INTRODUCTION
Mulberry Cosmetics aim is to regain trust and expand audience reach therefore to maximise both of these objectives, it is fundamental to create a loyal relationship with consumers and show them how great a brand Mulberry is. This consumer book demonstrates the 4 key typologies of target consumers. Through analysis of typical consumers buying habits and lifestyle, Mulberry Cosmetics will be able to understand each consumer and what they are looking for to give them the correct products. Each consumer section gives a holistic insight into their lives and looks at: Food & Drink Wardrobe Beauty Travel Music 4
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The (in)dependent
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The (in)dependent The (in)dependents are young, free to spend their money how they wish and appreciate the luxury lifestyle. As they still live at home with their parents and have a full-time job, they have no worries about paying bills therefore splurge on items to enhance their social status. Spending a lot of time out and about, the (in)dependents have a continuous flow of new items in their wardrobe and make-up bag. Rosie personifies an (in)dependent. As a full time receptionist with a passion for looking good, she is always out shopping or partying with the girls. 8
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Food & Drink The (in)dependents like to eat a variation of food often choosing to dine out with friends rather than at home. They like to consider their diet to be healthy but it often becomes an induldgent affair. Rosie enjoys heading to Las Iguanas and usually heads to the bar a few doors down for follow on cocktails. “ I love going out with my friends for dinner because I enjoy all types of dishes. Often we end up having way to many cosmopolitans.� 10
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Wardrobe Clothing is incredibly important to the (in)dependents and they like to always be in the latest styles. They spend the majority of their income on their image and shop in high street stores with the occasional purchase from a luxury brand. Zara, Topshop and River Island are where Rosie opts to go to first because they always have something new in each time she visits. “I had a massive spending spree at Topshop the other week, there is always something I want from there.� 12
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Beauty The (in)dependent generation has grown up with a keen focus on beauty and started using make-up in their early teens. Purchasing premium branded cosmetics confirms their social status and buy into labels that they cannot afford ‘hard luxury’ (Mintel, 2013) products from. Rosie is brand loyal to Chanel and Benefit for the majority of her make-up bag. She loves cosmetics and has accumulated a wide variety of products. “Chanel is my ultimate brand, I’m saving for a 2.55 bag but it’s going to be a while before I finally get it so buying their make-up is a way I get my luxury Chanel fix.” 14
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Travel The (in)dependents main travel is back and forth to work everyday therefore holidays are usually with friends to exciting party destinations such as Ibiza and Zante and are a big event therefore happens only once a year. Cafe Mambo in Ibiza is Rosie’s favourite place in the world; where she can watch the sunset, drink a cocktail and listen to some of the best DJ’s. “What’s better than being with friends in the sun and listening to great music?!” 16
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Music Dance and chart are the music genres of choice for the (in)dependents. They always download their favourite artists’ latest album the day of there release and attend gigs as much as they can. Rosie has all of Beyonce’s albums and got tickets for her as a Christmas present. “The woman is amazing! How can anyonce not love Beyonce, she is so empowering!” 18
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The New Luxury Millennial
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The New Luxury Millennial The New Luxury Millenials (NLMs) are defining the new wave of luxury spending. They look for craftsmanship and tradition and already buy into Mulberry and premium beauty products (LSN Global, 2013). With their busy lives, they eat out regularly and like to invest in quality products they know they are going to get good use out of. Carley is a typical NLM. She is always travelling with her job as a sales manager and listens to uplifting yet calming music. 22
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Food & Drink The New Luxury millenials spend little time at home therefore eat out regularly and choose dishes that are more natural and organic (LSN Global, 203) Carley’s work schedule often means she dines out with clients so as much as she can she takes them to Bumpkin, known to bring Britain’s finest seasonal food to the table. “Lunch is usually a grab and go thing, but for dinner I make sure I eat a good nutritious meal.” 24
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Wardrobe The NLMs are more interested in independent boutiques than larger department stores and value craftsmanship and tradition. However they still value the modern high street stores (LSN Global, 2013). Carley loves to mix her unique finds with more classic purchases from more established brands. “This floral dress was a find in a little vintage shop whilst on holiday. So cute and in such a good condition.� 26
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Beauty The New Luxury Millennials buy a mix of products that are unique and hand crafted as well as from traditional premium brands such as Chanel and Dolce and Gabbana (LSN Global, 2013). Carley likes to buy products that are great quality from a variation of brands and ensures she doesn’t purchase from brands that test on animals. “I love beauty products, I buy far too many from a range of companies. Although I like to stick to well known brands for my foundation because I want to know I will get a good product for my money.” 28
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Travel As the NLM’s live such a fast paced life, business and leisure is usually blurred into one and they don’t stay in one place for very long (LSN Global, 2013). With her job taking her across the globe, Carley tries to experience the areas during her short stays. However, Carley is a keen holidaymaker and ensures she gets away on a relaxing holiday at least once a year. “Travelling with work is so much fun so I try and get as much out of my trips as I can, although my favourite time away is when I go with my friends and don’t have to think about work at all!” 30
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Music NLM’s typlically listen to Indie-pop artists for their calmer up uplifting tracks whilst the rest of their life is so hectic. Carley has a variation of music likes however tends to go for more souful singers with individual voices. “Pharrell Williams is such a clever man, his voice is so recognisable and ‘Happy is a great motivational tune.” 32
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The Modern Mother
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The Modern Mother The Modern Mother (Mo-Mo) has taken a hands-off approach to parenthood. She retains an interest in style, beauty, travel, life and work. Travel is an escape, clothing is basic with a few more expensive items and her diet aims to be healthy but indulgent in some areas. The Mo-Mo’s do not wish to be defined by motherhood and have a desire to be empowered through persuing her interests, Francesca is 36. She has built a business as a beautician and loves her working life. Travelling is a key part of her life and has travelled most of Europe with her partner and daughter. 36
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Food & Drink As food lovers, the Mo-Mo’s aim to eat healthy and shop for organic food but are indulgent when it comes to alcohol (LSN Global, 2013). Francesca loves to cook dishes for her family and often has friends round to try out a new recipe. Even though she tries to maintain a balanced diet, Francesca loves an evening glass of wine and a sweet treat. “ I try my best to eat healthily, but sometimes my sweet tooth takes over and I have that 2nd glass of wine that I know I shouldn’t pour.” 38
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Wardrobe Mo-Mo’s purchase basic wardrobe items from high street retailers nevertheless have the budget to afford more expensive pieces from higher end brands (LSN Global, 2013). Francesca has a handful of designer bags yet most of her clothes are from Zara and H&M. “I keep my clothes pretty basic and simple shapes because I prefer to buy statement handbags.� 40
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Beauty Mo-Mo’s like to choose beauty products through recommendations rather than advertising. They look to reviews online, in magazines in addition to friends opinions (LSN Global, 2013). Francesca has an extensive collection of beauty products as it is part of her career. She chooses estabished brands that are knowledgeable about their products. “If I want to buy a new product I definitely see what is being recommended because I like to know what the latest products are and go with the reviews from beauty experts.” 42
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Travel Travel is a key interest for the Modern woman, they see is as an escape. Travelling isn’t too luxuriate, more of an adventure and experiencing somewhere different (LSN Global, 2013). Francesca travels to many destinations often to iconic places around Europe at all times of the year to soak up the culture that is on offer. “Paris is just beautiful. The city is full of interesting buildings and places to visit.” 44
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Music Mo-Mo’s like to take time to pamper themselves and occasionally take time out to go and see an artist as a sociable event with a friend (LSN Global, 2013) Francesca’s music choice is rounded with classic greats and modern artists that are all on a playlist she plays when doing her beauty treatments. “Adele and James Blunt have some great songs that are perfect for relaxing my clients when they come for a treatment.” 46
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The Fifty+ Affluent Business Woman
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The Fifty+ Affluent Business Woman The 50-plus affluent businesswomen (FABs) are women who know what they want and what they deserve. Born into the Generation Jones (1946-65) and Baby Boomer (1946-1964) generations, they have grown up with strong economic growth and were the first women to persue careers (LSN Global, 2013. Now, these women are either still working hard or retired, they are arguable the most influential group for luxury markets today (LSN Global, 2013). Meet Julia. A retired business advisor, she is now enjoying her time after a life of hard work. She is a typical FAB who likes to spend her hard earned money on pampering herself by dining out, beauty treatments and a stylish wardrobe. 50
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Food & Drink Unlike their parents, the FAB’s like to indulge in good food yet they also actively promote their wellbeing through a balanced diet on a daily basis (LSN Global, 2014). Julia often is lunching with her ladies or dining out with family. She chooses wisely so that she has a variation of healthy food whilst still having treats whenever she fancies. “ I do love a good glass of wine but I know that I need a rounded diet to keep healthy.” 52
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Wardrobe FABs don’t want to be put into a box and often explore items that are often considered inappropriate for women over 50 (LSN Global, 2014). Laura Ashley, Zara and Phase Eight are Julia’s favourite brands. Her staple outift is a pair of skinny jeans, blouse, jacket and a statement handbag. “I like to buy good quality clothes and even better quality accessories. I purchased my Mulberry Bayswater about 10 years ago and it’s still immaculate.” 54
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Beauty For the FAB’s keeping up their appearance is important to them ‘Beauty is another area in which older women are spending a lot more money and not just on beauty products but on treatments.’ (LSN Global, 2014) Julia likes to choose quality products from traditional brands that understand her which have been tried and tested for many years. “ Beauty is a key spending area for me. I value my looks and of course want to hold onto them for as long as possible. I use a lot of Estee Lauder’s products because they suit my skin type but also because they don’t disregard people of my generation.” 56
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Travel Travelling for the FABs is luxurious with most chosing a hotter climate or visiting family they have over the world. Trips to see her son in the USA are a annual event and Julia uses business class to ensure she gets the full advantage of her short visit. “I love to travel! My husband and I take yearly cruises but I also love spending time with the family at Centre Parcs.� 58
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Music Being big buyers of technology, the FABs invetiably listen to music through the more modern methods (LSN Global, 2014). Rod Stewart is Julia’s favourite performer and often goes to concerts to see him with her husband who is also a fan. “I think Rod Stewart’s voice is so different and soulful. I’ve seen him a handful of times but would love to see him again.” 60
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