Target Market
pen portrait
The brand tells a story about their products with ESP, Stella’s world says, “we go on a deeper, darker journey with the young woman celebrated in the original scent, who is now born of experience and inner strength. The discovery of a reflective mood – your calling card.” (StellaMcCartney, 2019) This grips the consumer in and encourages them to want to gain the feeling they are portraying when wearing their goods; this is applied to create neuro-marketing.
Name: Michael Smith
Age: 30 years old
Location: Chelsea, London
Work: Finance manager
Style: Comfortable outerwear
Hobbies: Watching football with friends, playing golf in Spain
Leisure: Swimming
Favourite cities: Naples, Prague, Budapest
Living in the Chelsea area, consumers are aware of their income balance that is coming into the house. Acorn explains, “while generally aware, with many having multiple bank accounts and credit cards, the proportion making the minimum repayment on their card is much higher than average.” (Acorn, 2018) This means they are able to afford luxuries as well as necessities.
16