TARGET AUDIENCE

Demographic

Miu Miu’s target demographic is women aged 20 - 29 (Barnett, 2019), falling into the Gen Z and early Millenials catergory. They would have mid to high levels of disposable income and likely be a young professional. According to Acorn, Miu Miu’s target consumer would be considered “city sophisticates” (Acorn, 2022), who likely fall into type 15: “younger proffesionals in smaller flats” (Acorn, 2022). These people are likely to have a degree and work in white collar professional occupations.

Geographic

The brands target audience will be from major cities and populous towns. Miu Miu’s most frequent website visitors are from large, dense countries such as the USA, Korea, UK and Italy (see Appendix 1). These people are likely to live near a physical Miu Miu store.

Psychographic Behavioural

Miu Miu’s target consumers will buy luxury items when possible, preferring to buy luxury from instore, but other garments online. They would prefer to buy higher quality pieces that are better for the enviroment than shop fast fashion all the time. Influencers are important to them and they sometimes make purchases based on influencers wearing them. 44% of Gen Z have purchased something based on a reccomendation from an influencer (Williams, 2020).

Miu Miu’s target demographic will spend large amounts of time on their phones and social media. They will plan travel, book tickets, locate shops and share content using their phone (Acorn, 2022). They will enjoy fashion, celebrities, politics, quality time with friends, shopping and TV. They would fit within WGSN’s future consumer catergory of “The Stablisers”, who want to “buy to make them feel good, and expect the same from the experience in itself” (WGSN, 2021).

& HOBBIES

Browsing online, using social media (Instagram, TikTok, Snapchat), Influencers, going out with friends, seeing family, feminism, politics, movies, TV, shopping

Djerv Avenue, Urban Outfitters, House Of Sunny, Miu Miu, Prada, ASOS, Chanel