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By Mary Lynn Berilla & Cori McGownd

By Mary Lynn Berilla & Cori McGownd. Perfect Your Image. Target Market. 30-40 Female Middle, upper class College and up Married with kids Values her image Urban/higher end suburbs. Melissa Moore. 32 yr old female Married with one kid Lives in Clayton

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By Mary Lynn Berilla & Cori McGownd

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  1. By Mary Lynn Berilla & Cori McGownd Perfect Your Image.

  2. Target Market • 30-40 • Female • Middle, upper class • College and up • Married with kids • Values her image • Urban/higher end suburbs

  3. Melissa Moore • 32 yr old female • Married with one kid • Lives in Clayton • Magazine editor and husband is a plastic surgeon • Upper class • Values: • Her image • Her child • Quality products • Willing to pay for brand name • Lifestyle: • Works and has nanny during day • Likes to make time to spend with friends • Spends most of weekends with family • Works out

  4. Day at the Park • Clothing from: Burberry (watch), babyandmeboutique.com (stroller), lululemonathletica (pants), Vera Bradley (diaper bag), Coach (shoes), Ralph Lauren (shirt)

  5. Night out with friends • Clothing from: Nordstrom's (dress), Jimmy Choo (shoes and handbag), Dior (perfume), Tiffany and Co. (bracelet and earrings)

  6. Day at the Beach • Clothing from: Everything But Water (swimsuit and cover-up), louboutins (sandals), Michael Kors (sunglasses), Burberry (umbrella)

  7. Dinner For Two • Clothing from: Chico’s (Dress and spanx), Macys (necklace and earrings), Steve Madden (shoes), Vera Wang (perfume)

  8. Store Profile • Expensive, high end • Neat, organized • Only in urban areas/cities • ex. Chicago, L.A., Miami, NYC, etc. • Smaller Cities: • At more higher end malls • ex. Plaza Frontenac • Large Cities: • Downtown shops on street in more sophisticated areas • ex. Michigan Avenue in Chicago

  9. Store Layout • Spacious • Plenty of manikins to show off clothing • Decorations inside and out Vs.

  10. Competition

  11. Product Positioning • Price and quality: • Luxury Line • High price=quality • Paying for brand • Corinne Berilla = designer brand • Features and Benefits: • Improve image by wearing our clothes • Higher status through the clothes • Our clothes will be associated with $$

  12. Product Positioning (cont.) • In relation to competitors: • Competes directly with Saks Fifth Avenue and Neiman Marcus but… • Our store contains all of its OWN DESIGNER BRAND • Only one place to get our clothes • More high end than Macys and Dillard’s • In relation to other product lines: • Different lines for different segments of women during different seasons • Summer Living= young, working moms during summertime • Other segments= single women, older women with kids • Have clothes during all seasons (fall, winter, spring, summer)

  13. Thanks For Listening! And Remember to… Perfect Your Image.

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