Jayden's Target Market -- ACORN Profiling

Group A Wealthy Executive – Type 2
- affluent people in the U.K
- live in wealthy, high status suburban, rural and semi rural areas
- high level of savings. ISAs, stocks and shares and unit trust
- have computers at home
- they use computers for career, job planning, education, reference, home finance, buying gifts and making leisure bookings.
- they read the newspaper often:
- Telegraph
- The Times, Sunday Times
- Financial Times
- Daily Mail
- reads magazines like:
- Ideal Home
- Marie Claire
- they lead an active lifestyle
- live in Oxfordshire, Cambridgeshire, Warwickshire, Surrey, Hampshire and Sussex
- consumers with money and space to enjoy very comfortable lifestyles.

Group D Prosperous Professionals – Type 13,14
- well educated individuals in professional and managerial occupations

- lives in houses that tend to be large, four or more bedrooms
- high car ownerships, reflecting wealthy nature of neighbourhoods
- because of urban location, travel to work is mostly on public transport

- high income

- financially aware, have high level of savings and investments

- technologically sophisticated consumers

- uses internet for finances, buying products and services

- reads newspapers:
- The Guardian
- The Independent
- The Times

- The Observer

- lives in London (Kensington, Chelsea) Wandsworth, Fulham, Durham, Oxford, Cambridge

Group D Educated Urbanites – Type 15~19

- young people, high qualified

- lives in flats in major cities

- professionals and managerial roles, working hard to further their careers

- high incomes

- looking to buy their own flats and making other financial investments.

- high disposable incomes

- may buy expensive car, but many prefer to use public transport to get to work

- go out regularly

- enjoy dining at restaurants and bars and are interested in the theatre and the arts

- well informed about current affair by reading newspapers

- The Guardian

- Financial Times

- The Independent

- will spend significant amounts on travel

- loads of money and love to enjoy it

Group F Aspiring Singles – Type 20

- young single people

- renting small one or two bedroom flats

- they live close to where they work or study

- mostly take public transport

- internet use is high

- active, socially and physically

- frequent coffee shops, theatre, cinema and clubs

- to relax, they read books and magazines

- generally interested in current affairs
- interested in fashion, cinemas, arts

Class Task 2: Xbox 360

The brand I have chosen is the technology mogul Microsoft and its product Xbox 360. Microsoft is a company that mainly produces software for PC computers; however they have stepped out of their zone to produce this game console. Xbox was first introduced in 2001 which caused chaos around the world. Every child and man had to have this new game console. In 2006 just in time for the holidays, Microsoft re-launched its newest console, the Xbox 360.

The Xbox team strategy should consist of targeting:

Brand Strategy:
Target Market-
o Sex: Male
o Age: 13- 40
o Family income: medium to high disposable income
o Hobbies: enjoys computer games, video games, technology, sports, hanging out with friends, competitive activities
o Technology Usage: Computer, TV, Mobile Phone, other game consoles
o Children and teenagers in families with disposable income, young adults, students, professionals living on their own. Also young couples with money to spare.

Positioning-
X Box 360 should put up pop up stores that allow customers to test out a variety of games, and then allow them to purchase games and game consoles if they wish to. These pop up stores should be placed in most major cities like London, New York, San Francisco, Tokyo, Hong Kong, Dubai, and other metropolitan cities. They should also provide stand up tills at shopping malls and department stores that allow passer-bys to enjoy a test drive of the game console. This allows bored male shoppers to have some sort of entertainment while waiting on their female companions to finish shopping.




Competitors-
Sony Play Station 2, 3
Nintentdo Game Cube
Nintendo Wii

Brand Proposition:
Products-
The Xbox 360 allows players to challenge each other via internet. It also allows the players to talk to each other while playing via headset. The controllers are all wireless which provides a tidy and hassle free environment while playing. The game console also can play DVDs, CDs, and Blu- Ray DVDs, combining not only entertainment for those who play video games but also members of the family who watch movies.

Prices-
Xbox 360 Game Console- ₤280
Xbox 360 Games- ₤15 ~ ₤65
Xbox 360 Wireless Controller- ₤35
Xbox 360 Headset- ₤45
Xbox 360 External Hard Drive (120GB) - ₤105
Xbox 360 Guitar Hero Guitar Set- ₤58
Xbox 360 Rock Band 2 Game Set- ₤133
Xbox 360 Halo 3 Game (best selling) - ₤35



Promotion-
Xbox 360 produced a few controversial advertisements that caused some ads to be banned from television. The Xbox team also produced a blog online to hype up the launch of the new game console. The launch of the new game console was timed perfectly for the holiday season of 2006. The company allowed customers to test out the new console by placing stands inside shopping malls, electronics stores, and having pop up stores in cities like Tokyo; where one can go in to the store and test out games.



Brand Expression and Communication:

Overall Xbox has a very strong brand personality and knows exactly who they are targeting. They not only have reached their target customers but they have also reached out to those on the sidelines. By including DVD functions on the Xbox, it allows non gamers to enjoy the console too. The brand’s only concern is brand loyalty, however if they continue to give what the consumers want, surely they have nothing to worry about.

Recommendation-
A recommendation to the Xbox team is that those female counter parts of those male gamers would also like to share in the joy of gaming. However, this may be difficult as some of the games are just too violent, or male oriented. Xbox has tried to include other by broadening their console abilities however it is less successful than the Nintendo Wii. The Wii has produced a new product called the Wii Fit, which allows the user to do home exercises, yoga, and other fun activities on a small mat. Products like this could help Xbox draw in more female consumers.

who says that luxury is dead?

http://www.bagsnob.com/2009/02/who_says_luxury_is_dead_miu_mi.htm

Although this article is not about shoes, it is still about the fashion luxury industry and its place in the recession the world is feeling. This Miu Miu bag was sold out on Net-a-Porter.com within hours. The python skin handbag costs ₤1909, at a hefty price like that it seems fashionistas around the globe are still willing to pay the price for luxury items. Chloe also recently sold out a snake skin purse at the price of ₤1664 on Net-a-Porter.














After some searches on Net-a-Porter.com, I found that the most expensive pair of shoes that the site offers is a pair of Thomas Wylde leather boots (₤1705). I know that many women are willing to splurge on a good pair of leather boots because they are a fashion item that will never go out of style. Most of the time, the more you wear them the better they look. The top 5 most expensive shoes on the sites all belong to boots, then a pair of crystal studded sandals from French fashion house Balmain (₤975), and a pair of pyothon sandals from beloved footwear designer Christian Louboutin (₤974).

Comp Shop Group Exercise: High Street Multiples Older Market

My group and I, we decided before starting the project we had to define exactly what 'older market' was. We came up with:
- 30-45 years old

- reasonable, medium to high disposable income

- West End as a main destination for shopping

We then went to a number of different stores that we believed fit the 'older market' definition.
- L.K Bennett - Reiss

- Coast - Jaeger

- Banana Republic - Hobbs

- COS - Whistles

- Karen Millen - Jigsaw

- Joseph - Monsoon

Of all the stores we went to Jigsaw had the strongest brand personality and presence.

What is the brand ‘saying’?

The brand's characteristics are English heritage, with inspired by international trends and antique fairs. Mixing country heritage with contemporary silhouettes.

What is the brand’s ‘personality’?

Brand 'personality' is 30-45 year old woman, who is into arts and crafts, gardening, horse back riding and thearter. She is a 'yummy' mummy, house wife, or career woman (basically any type of woman). She most likely lives in Kent, Essex, Norfolk or Notting Hill, and she buys her groceries at Waitrose, M&S, Whole Foods, and Bourough Market.
We also believe that Gwyneth Paltrow would make an ideal brand emassador for Jigsaw.

What ‘values’ does it stand for?

The brand values of Jigsaw mainly represent and promotes healthy, natural, and organic living. English heritage but with a modern edge. Careful attention to detail and quality. An eco friendly lifestyle and socially responsible company.

How does the brand add value?

Jigsaw supports the Soil Association. It raises awareness of the benefits of organic living. Jigsaw promotes it through 47 of their UK stores (via themed window displays), as well as their websites. When a customer signs up for membership with Jigsaw they are given a eco friendly shopping bag. Also in November of 2008, Jigsaw launched its organic bath and beauty products, 'Jigsaw Organics'.

What are the key things that make it distinct from competitors?

Jigsaw is distictive from its competitors because of its competitive pricing for its high quality products. Wide variety of product range, which include childrenswear and beauty products. They promote a very strong sense of lifestyle of healthy natural living. The store experience is very personal and friendly. And the website is easy to navigate with a Key Features navigation tool.

Class Activity: Video Analysis

Customer profiling: Watch the videos (through blackboard) and write a short paragraph about what you would sell to that particular consumer, what you would say and how you would go about promoting the product.

1.) The Professional

Acorn Profile: Group H type 28 – Working families with mortgages

- juggles work, home and time with his children.

- travels mainly by foot and public transport

- reads broadsheets and listens to radio while travelling.

- The Times

- Financial Times

- The Guardian

- Evening Standard

- doesn’t really read magazines except Sunday supplements.

- needs to always be on top of the latest news.

- enjoys print ads.

- daily routine is very fixed, and usually revolves around the children’s schedule.

- not a lot of time for personal activities

- doesn’t really watch TV, only to relax before heading to bed.

Product/service: Golfing Pals Junior Kids Plastic Golf Set
Ad Placement: Print Ad in newspaper or Sunday Supplements

A lot of his time is either spent commuting to and from work or his free time is spent with his children, with the Golfing Pal he can enjoy an activity he likes with his children. Sometimes children toys can become expensive and burdening, with the Golfing Pal he doesn’t need to worry as it only costs ₤13.
He can enjoy a leisurely Saturday afternoon playing golf with his children.

2.) Party Girl

Acorn profile: Group E type 17 - Young educated workers, flats

- in her early twenties living in a shared flat

- enjoys music, boyfriend is a DJ

- loves luxury skincare products

- shops at Topshop and Miss Selfridge
- has unique and individual style
- confident in technology use, is a heavy user of the Internet for various purposes
- attends music festivals like Glastonbury
- very active, likes to go out with friends
- uses a lot of beauty products
- easily attracted to beauty products on advertisements.
- listens to the radio when getting ready
- party girl, goes out every weekend and takes bus home
- mostly rides bus, billboard advertisements catch her attention

Product/service: Urban Decay 24/7 Travel Set of Five Eye Pencil (₤20)
Ad Placement: Side of bus, or large billboard adverts

Since she loves going out and partying this Urban Decay product can outlast even the most outrageous nights. Their bright colours won’t fade until she stumbles home at 6 in the morning. The eye pencils come in great vibrant colours and are travel size, so she can throw them in her purse.

3.) Graduate

Acorn profile: Group E type 19 - Suburban privately renting professionals

- mid twenties, single

- lives in a rented flat

- very focused on her career

- still enjoys living a student life, going out, attending gigs

- takes public transportation to get around

- reads tube ads that relate to her
- uses the internet for various reasons, shopping, booking tickets, entertainment, etc.

- does a lot of online shopping.
- listens to radio at work

- likes to watch girly programmes like SATC

- reads a fair amount of fashion mags

- Elle

- Grazia

- Heat

- In Style

- stays in on weekdays to save money for weekends

- eats ready made food
- large phone bill due to heavy texting (£60-£150)

Product/service: Blackberry Bold
Ad Placement: Tube adverts, along escalators, large ads along tube walls

Because she loves to text, she should have a phone that is built especially for texting. It is stylish and easy to use. She can also use the internet on this phone allowing her to book tickets easily everywhere she goes. Since this phone has a special Blackberry to Blackberry free SMS feature this will save her a lot of money on her phone bill.

Dazed Digital | Spring Summer 09 Shoe Gazing Article

Interviews done with up and coming shoe designers Alejandro Ingelmo, Nicholas Kirkwood, Jonathan Kelsey, and Raphael Young; whom are all very talented and fresh footwear designers.

http://www.dazeddigital.com/Fashion/article/1490/1/SS_09_Accessories_Preview_Shoe_Gazing_

fashionistas (potential customer)

Fashion insiders who are in the know about the newest and latest fashions.
People who are daring the 'innovators' and 'early adopters' of consumers.

inspiration

Advertising Managment Media- 4 Cs Framework

Browns new shoes store: Browns Shoes

A strong competitor for Jayden would be Browns. They have a very loyal customer base. Very fashionable women and men whom are willing to spend a little extra money to look fashionable and unique.

http://www.drapersonline.com/news/browns-to-open-new-london-shoe-boutique/1965278.article

http://www.drapersonline.com/news/erin-mullaney-on-browns-new-london-shoe-boutique/1965268.article

100 Words on Tom Cruise

The world famous actor Tom Cruise was born in Syracuse, New York on July 3^rd, 1962 as Thomas Cruise Mapother IV. In 2006 Forbes magazine ranked him as the world’s most powerful celebrity. Since catching the attention of the world in his first leading role in Risky Business (1983) to his most recent film Valkyrie (2008) Tom Cruise has always had the world asking for more. Whether the press is printing good or bad things about him he always makes the headlines. From his over zealous declaration of love to Katie Holmes on Oprah Winfrey’s talk show, to him openly proclaiming his undying faith in the much criticized Church of Scientology; Tom Cruise knows how to point the spot light on himself.

Potential Brands

3.1 Philip Lim (accessories only)
Alexander McQueen
Alexander Wang
Azzedine Alaia
Balmain
Bijoux Heart (accessories only)
Brian Atwood
Chloe
Chrissie Morris
Christian Louboutin
Christian Lacroix
Dries van Noten
Erickson Beamon
Givenchy
Giuseppe Zanotti
Halston
Jil Sander
Kara Ross (accessories only)
Kenneth Jay Lane (accessories only)
Lanvin
Linda Farrow Luxe
Maharishi

Manolo Blahnik

Marc Jacobs
Marni
Mawi (accessories only)
Miu Miu
Natalia Brilli (accessories only)
Opening Ceremony
Proenza Schouler
Rick Ownes
Rupert Sanderson
Sergio Rossi
Sigerson Morrison
Sissi Rossi (handbags only)
Stella McCartney
Thomas Wylde
Tom Ford
Yves Saint Laurent
Zac Posen

The concept: Jayden

The concept of my brand Jayden will be loosely based on the footwear and accessories store On Pedder (based in Hong Kong). It will be a concept store housing the most coveted, also up and coming designer footwear and accessories brands. With a modern but comfortable store interior, Jayden will cater to an exclusive and fashion forward crowd. Appealing to the men and women in the know about the latest fashion.