Consumer Segmentation Westwood’s consumer profile shows evidence of recognition regarding the use of traditional materials and the appreciation towards them. “Its quality of course, that’s what people associate with Vivienne Westwood, you see some of the old collections that we’ve done. ‘on liberty,’ ‘café society’, those fantastic collections full of tartan and tweeds you don’t even needs to touch the fabrics in real life as you can see from images of the shows that the fabric is amazing.” (Clarke, JS, and Holt R, 2016). Her consumer profile is both women and men with a diverse sense of style and awareness, with specific interests in products with attitude and bold statements. Consumers also have a sense of appreciation towards the symbolic power linked between Westwood’s clothing and the history within the collections, and understanding of the environmental and ethical issues. By buying the brand they are supporting and promoting the same social and environmental factors as the brand does creating public awareness. Westwood says, “Clothes give you power because you are able to play with your identity.” (Clarke, JS, and Holt R, 2016).The consumer is fashion conscious and connects with Westwood through expressing one’s self through their own style. The brand engages interest of most age ranges, targeting the Anglomania and 16 Red label to a younger audience, as the price
margin is much lower and affordable, keeping the styles on trend. The gold label is aimed at a wealthier and more mature client, collections with suits and inspiration from royalty keeps it aimed at the upper class. The specific target audience is to consumers who appreciate high quality, shapes, colours and have attitude in their style with a chic/punk edge which is traditionally British. When asking the store manager at the Leeds store, specific questions related to consumer behaviour the answers I received were interesting. Consumers aged between 18-25 are the largest percent to purchase from the store, specifically women buying jewellery products, and the men purchasing plain t-shirts. The motivations for the purchases lean towards buying products for evenings out, and loyalty towards the brand, “There’s a man who comes in each year at Christmas to buy his wife a dress”. As the brand is anti- establishment, it meets the needs of the consumers by not aiming individually at a certain consumer and going against the status-quo. Although the brands consumer has changed over the decades, mostly because it is widely available, and the amount of jewellery which they sell. The newer target market is aimed at a uni-sex audience, fusing the men’s label with the red label, and the main Westwood label exercises in equality, efficiency and is environmentally friendly.