Stella McCartney- Target study

i

GIOVANA GRANCHI & DARIA PERUSHEVA

TABLE OF CONTENTS

1

2

HISTORY

COMPETITORS

5

6

VALUES & LIFESTYLES

PERSONA

3

GEODEMOGRAPHICS

7

TARGET BOARD

4

BEHAVIOUR & MOTIVATIONS

8

DEFINITION OF THE TARGET BOARD

HISTORY

FIRST ECO FRIENDLY AND SUSTAINABLE LUXURY FASHION BRAND

Stella graduates from Central St Martins and After 17 years, Stella

2 years later become

buys a majority stake

the creative director of

Launch of the

Best British brand of

Lingerie

the Year

STELLA perfume

Chloe

is launched 1995

from Kering

Collection 2008

2003

2001

in the company back

2004

The brand Stella

Launch of a long

Mccartney is launched in

term collaboration

a 50/50 Partnership with

between Adidas and

Kerring Group

Stella Mccartney

2015

2010

2018

2016

Debut of the

Menswear collection

kids and baby

is launched

collection

51 stores worldwide

GEODEMOGRAPHICS Women 20 - 45 years old Location: Metropolitan woman living in London, Paris or New York Occupation: Self made businesswoman, magazine/fashion editor, PR manager High Income: From 4,000 euros a month

Lifestyle: Highly into fashion and art, concerns for sustainability, self care and wellness

COMPETITORS

FOUNDED: 1992, UK

FOUNDED: 2008, UK

FOUNDED: 1968, Germany

TARGET: 20/45 yo Women, Upper class, bold Purchasing power - 3,500€ monthly

TARGET: 25/45 yo Women, Upper middle class, professional Purchasing power - 2,500€ monthly

TARGET: 25/45 yo Women, Upper middle class, professional, artistic Purchasing power - 2,000€ monthly

POSITIONING: POSITIONING: Luxury, innovative design, bold Affordable Luxury, classic & feminine design

POSITIONING: Affordable luxury, minimalistic, high quality

5

BEHAVIOUR Last Purchase - 2-3 months ago Frequency of Purchase - No more than 4 times a year Yearly shopping spending - From 5,000 euros a year The client’s shopping habits are influenced by her strong environmental beliefs The frequency of purchase is relatively low due to the believe in Slow Fashion, only buying products one really needs, and investing in quality rather than quantity The client prefers to pay more for environmentally conscious and sustainable products of good quality High brand loyalty due to a an almost unique brand proposition brand (sustainable, eco-friendly, vegan, cruelty free)

6

MOTIVATION SELF EXPRESS COMFORT → The product is easy to wear and is transversal.

The materials feel great on the skin due of their ecological nature PRIDE → The brand and the customer share similar beliefs about sustainability and respect for nature, making the customers feel proud and appreciated for their point of view INNOVATION → Stella McCartney products are innovative due to their method of manufacturing and the materials used (organic cotton, vegan leather, sustainable, cruelty free)

7

VALUES LE COMMUNICATION - Self Expression - Independence - Quality - Sustainability - Innovation

LIFESTYLE - Urban - Professional - Socially involved - Sophisticated - Environmentally Conscious

8

PERSONA

Olivia Johnson 29, PR Manager.

Olivia lives in Chelsea district, London, with her fiance and her French bulldog.

She holds a master degree in marketing and works as a PR manager.

She has a very busy life and is always connected on her mobile for work or fun.

Olivia is fashion-forward and read magazines such as British Vogue and Elle.

She appreciates contemporary sustainable fashion and is disposed to pay extra money to have high-quality items.

She also values a healthy lifestyle, that consists of vegetarian food and physical exercises such as yoga and running.

She enjoys meeting her friends at Sushi Samba for healthy dinner with a beautiful view.

Olivia spends her vacations relaxing in luxurious resorts in Europe or exploring the United States.

Personality

Skills

Independent

French

Strong Minded

Marketing

Responsible

Yoga

TARGET BOARD

FASHION

FOOD

DRINKING

OTHERS

MAGAZINES

RESTAURANTS

TRAVELS

DEFINITION OF THE TARGET BOARD Fashion

Food

Drinking

Others

This customer is looking for

The target client used to shop in

This client likes to stay healthy and

This women has an active

modern clothing but are also

organic markets like As nature

introduce in her routine teas like

lifestyle and practice activities

aware of the fashion industry

indeed, where they find fresh

Kombucha

such as running, pilates and

impact. British brands such as

products.

aromatic water.

Yoga.

Vivienne

clients could be vegetarians.

She use to drinks a lot of water and

environmental

can choose brands like Iskilde.

friendly causes .

Victoria

Westwood Beckham

can

and

Many

of

theses

be

and

home-made

She

supports and

animal

between their fashion choices as well as the online shop Reformation.

Magazines

Restaurants

This client likes fashion and

London offers a large range of

reads magazines such as British Vogue and Elle. She

options

for

sophisticated

healthy food, such as The

also read Women's Health to

Gate,

inform herself about health and

Vanilla Black.

wellbeing.

Travels

Sushi

Samba

and

During her vacations he can choose to relax in luxurious resorts in Europe or North Europe.

She appreciates also to travel to big cities in the USA, like New York.

11

Conclusion

Stella Mccartney is a daughter of a famous animal rights activist, she is largely involved in with sustainability and animal rights herself, big supporter of PETA. Large efforts to make fashion more sustainable.

The Brand is the reflection of Stella’s personal beliefs and a tool to promote sustainable fashion in a way that is trendy, modern and desirable. The brand receives great support from international celebrities Stella Mccartney woman is loyal to the brand due to sharing similar beliefs and values. She is a feminine professional working woman who takes care of herself and enjoys down time.