by mary lynn berilla & cori mcgownd
DESCRIPTION
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 - PowerPoint PPT PresentationTRANSCRIPT
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By Mary Lynn Berilla & Cori McGownd
Perfect Your Image.
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Target Market• 30-40• Female• Middle, upper class• College and up• Married with kids• Values her image• Urban/higher end
suburbs
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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
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Day at the Park
• Clothing from: Burberry (watch), babyandmeboutique.com (stroller), lululemon athletica (pants), Vera Bradley (diaper bag), Coach (shoes), Ralph Lauren (shirt)
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Night out with friends
• Clothing from: Nordstrom's (dress), Jimmy Choo (shoes and handbag), Dior (perfume), Tiffany and Co. (bracelet and earrings)
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Day at the Beach
• Clothing from: Everything But Water (swimsuit and cover-up), louboutins (sandals), Michael Kors (sunglasses), Burberry (umbrella)
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Dinner For Two
• Clothing from: Chico’s (Dress and spanx), Macys (necklace and earrings), Steve Madden (shoes), Vera Wang (perfume)
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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
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Store Layout• Spacious• Plenty of manikins
to show off clothing
• Decorations inside and out
VS.
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Competition
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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 $$
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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)
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Thanks For Listening!Perfect Your
Image.
And Remember to…