The marketing problem we aim to deal with is that of targeting the segment of customers Isabelle should focus on. Then we will have to define how to reach this segment. How should Isabelle Beaumenay-Joannet place her brand on the market? We will determine for her what kind of selling spot she should go for and how she should try to attract customers to that spot. First, we went through the data available at HEC and then we went on to observe and interview decision-makers of the fashion industry: Espace Créateurs du Printemps, Antoine et Lili, L'Orchidée… The targeted customers are women from age 23 and up to age 55 mainly. These are the women who are ready to spend the most money on clothes. Certainly chain shopping is very popular, particularly among young women who frequently make the rounds of the leading chains as a sort of social outing. On the other hand, department stores have the advantage of offering a much wider selection in one outlet.
Independents are meanwhile having a difficult time keeping up with chains and department stores.
[...] It could be interesting to determine some particular clothes or accessory that would be the symbol of the brand, and would thus contribute to launch it (many examples: Vanessa Bruno ) Presentation of the brands Here are the various brands we have studied in order to give a quick overview of the panel we analyzed Zadig et Voltaire and Vanessa Bruno type : As the pictures l show, these two brands are very trendy and aim at a particular target, young women between 25 and 45, who are interested in fashion and willing to spend a significant amount of money to follow the trend. [...]
[...] That is why we got in contact with other decision makers from the fashion industry such as retailers so as to benefit from their insight on the designer clothes market. Moreover, we are dealing with a commercial field that is very much related to trends so on the spot interviews will probably provide better information than aged data. It is important to stress on the objective of our study. We aim at helping Isabelle Beaumenay-Joannet target the right customers but by no means do we intend to have any impact whatsoever on what she designs and sells. [...]
[...] However, in both cases, clients want to have a product of a high quality and that is also seen as fashionable because this is typical of a designer cloth One specific product to launch the brand: To attract customers to both designer retailers or grand magasin designers departments, brands have to be known as designers brands. Thus they will have one specific and easily identified product that will first attract and introduce customers to the brand, and eventually customer will discover what else is done by the brand. [...]
[...] Antoine&Lili not only produces clothes but also jewellery, accessories, miscellaneous crafts, it also has a decoration shop and a kids shop. Colors and ethnical fashion are typical of Antoine&Lili. The brand has managed to create its own world and atmosphere. When you enter an Antoine&Lili's shop you immediately noticed the colors of the clothes. Clothes are put together according to their color and because these colors are luminous it almost dazzles the customer! In addition to this, every shop is perfumed with some exotic fragrance, which really gives the impression of entering another world L'Orchidée: Rodika Sanyon and Crea Concept L'Orchidée is a small boutique located in Le Vésinet quite a wealthy neighborhood. [...]
[...] Hence, retailers make a selection for their customers and choose a few designer clothes that they will sell in their store. Thus, what matters most for the customer when buying an expensive piece of clothing is the trust she has in the shop that made a good selection of high quality clothes. In Antoine et Lili, Customers are obviously attracted by these beautiful colors and want to touch the clothes. They want to see colours under different lights, they seem to play with clothes. [...]
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