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AMD 495 Line Presentation

AMD 495 Line Presentation. Rachel Liesinger. TARGET MARKET. 37-47 years old Married Have 0-2 children Household income of $175-250,000 annually Have a pet; either a small dog or a cat They shop between 5-10 times per month, in-store or online

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AMD 495 Line Presentation

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  1. AMD 495Line Presentation Rachel Liesinger

  2. TARGET MARKET • 37-47 years old • Married • Have 0-2 children • Household income of $175-250,000 annually • Have a pet; either a small dog or a cat • They shop between 5-10 times per month, in-store or online • They own an electronic tablet, which they use to check emails, the news, read books, and play some puzzle games • Tend to have a full bust and keep their figure in check • Spend their weekends and spare time travelling

  3. MARKET RESEARCH I created a survey and found respondents via Facebook. 6 respondents between the ages of 36-43 (1 respondent) 44-51 (2 respondents), and 52-59 (3 respondents) They all live in the Upper Midwest, in cities with populations varying from 1 to one million Sample occupations include business consultant, business owner, marketing consultant 100% of respondents are married Two-thirds of respondents have annual household incomes between $176,000-250,000.

  4. 2/3 of respondents shop 5-10 times per month, 1/3 shop between 11-20 times per month. Half of the respondents preferred in-store shopping, followed by online shopping. • 100% of respondents said that keeping up with trends is "Moderately important,"behind "Very Important" • Half of respondents usually spend time with immediate family, and one fourth spend their time with friends. • Respondents mostly prefer all-natural fibers in their clothing, or natural-synthetic blends. • When presented with sketches of the 7 most common necklines, respondents chose up to 3 that they prefer to wear. In order of frequency, the responses were: Scoop , V-neck and Square, Surplice, and Sweetheart. • After reviewing common dress silhouettes, respondents chose their favorite; most liked wereTrumpetand A-Line, respectively.

  5. Preferred stores to shop at include:White House Black MarketNordstrom’sBloomingdale’sRalph Laurenlocal boutiques The favorite clothing color palette for respondents includes black, white, dark blue, red, and chocolate brown. Average monthly apparel budget results from survey; respondents spend an average of $170 per monthevery year on special occasion clothing.

  6. SHOPPING RESEARCH Webpage Layout: Home page displays current season’s features Navigation away from home page brings user to simpler pages with white background SHOPPING Category: Women’s > Dresses Sort by: “Best Selling” Analyzed first 50 cocktail and evening gowns Prices ended in -8.00 or -0.00 Clerance: black, pastels, leather, loosely fitted gowns

  7. Saks 5th Home page features current fashions Dresses, sort by Best Sellers Pricing, even dollar amounts, prices usually end in -8.00 360 videos of garments on models, walking a runway Clearance: Pastels, prints, gowns with black and bright color combinations, loosely fitted gowns

  8. White House Black Market In-store Lots of space in between fixtures, garments were organized by occasion. Jackets and dresses were featured throughout the store Salesperson approached me within 5 minutes of entering the store Clearance rack included black, white, grays, and prints. Most of the store was black, white, gray, with a few prints Prices end in -8.00, -2.00, or -0.00

  9. BCBG Home page has eye-catching product features Sort by: best sellers Clearance: White, yellow, green, a few black dresses, prints, multicolor, a-line and loose fitting dresses Prices end with -8.00

  10. Nordstrom’s Front page has a wide variety of categories featured Narrowed category of Women’s Dresses to Cocktail, then viewed by Customer Rating. Clearance includes several bright colors, wide variety

  11. Stores analyzed: Ralph Lauren, Saks 5th Avenue, White House Black Market, BCBG Max Azria, Nordstrom’s, Bloomingdale’s

  12. Color Research Summary

  13. The favorite clothing color palette for respondents includes black, white, dark blue, red, and chocolate brown.

  14. CUSTOMER PROFILE Name; Kathy Age: 42 Location: Chicago Occupation: Business Consultant in a small firm Education: Bachelor’s Degree in Business Marital Status: Married, 2 kids Household Income: $225,000 Leisure Activities: travelling around the U.S. with her kids; spending vacation time in warm locations such as Phoenix and Palm Beach; eating at upscale local restaurants; exercise classes; gardening; reading novels; trying new cuisines. Housing: She and her husband are “empty nesters” with a four-bedroom house in a peaceful suburban community. Pets: Shih Tzu News Sources: The Daily KOS, CNN, other online sources and local news Fashion News Sources: magazines, articles included in frequently-checked news sources, observing trends on the street, seeing what’s in stores. Favorite Stores: Local boutiques, White House Black Market, Coach

  15. MONTHLY BUDGET Yearly Income: $200,000 After taxes: $170,000 $14,167/month Mortgage: 2000 Car Payment (2 vehicles): 700 Health Insurance: 1500 Groceries: 300 Eating out: 300 Phone bill: 200 Cable: 80 Utilities: 100 Student loans: paid off Credit cards: 500 Entertainment: 150 Clothing allowance: 750 Incidentals: 200 Gas/Travel: 200 Total expenses per month: 6980 Remaining $7,187 is divided between estate investment and an emergency fund.

  16. SOCIO-CULTURAL ISSUES Economic: She is concerned about her children’s abilities to pay off student loans and the rising cost of their education. She and her husband are starting to save for their retirement, so they pay close attention to the stock market. Political: She and her husband are well-informed voters; they follow politics at the state and national levels. They’re also very concerned with international tensions regarding countries that affect their businesses, and hope the U.S. avoids conflicts. Social: She is very concerned for women’s rights and education. The environment is also a concern, and so she and her family recycle and try to buy domestically-produced items. She also likes buying from companies that have strong social responsibility practices.

  17. Hangtags

  18. Inspiration pages refract.

  19. Crimson Glory Mattina Midnight Cadence 100% Silk Dupioni Shantung 100% Silk Chiffon Chandelier Celestial Gray Mid Winter Sundown Dusk Dawn Daybreak

  20. Repeating Print A small-scale print in neutral colors would be suitable for lining fabrics in both apparel and accessories.

  21. Woven Print Asymmetrical long-run print. Used for less expensive but still one-of-a-kind garments cohesive with the brand’s line.

  22. WEBSITE FLOW CHART

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