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Demographic using the minerva model

 

Targeting women that are in the blue area. Women that are both modern, materialistic and confident. The target age is 18-40 since the clothes is very appealing, sexual in some ways, although some pieces could be for a woman at any age eg. the long coat and the skirt.

I imagine a confident, sophisticated, daring career woman living in a big city. The woman is someone who is not afraid of anything, but still has a bit of insecurity about herself, and needs a man who can tell her how beautiful she is, so she believes it. She uses her clothes to show off power and strength even though inside she might not be as tough as she looks. The clothes in itself will give her confidence, since it is not every woman who will dare to stand out.

 

 

 

Buying habits

 

She is the sort of person that can impulsively shop anywhere. She knows what she likes and is aware, that she can find pieces from many different shops and turn it into a good expensive look. As long as it gives her the sort of look and quality she wants the price does not matter. She is good at mix matching different sort of styles and materials, so it becomes her own. She has this sort of instinct where she can buy a piece for the occasion, but is still able to turn it into a casual wear and vice versa. She loves to enhance her body and loves to experience with exposing fabrics such as lace and organza, although in a very sophisticated way.

 

Likes/Dislikes

 

She is a woman who does not need a favorite designer or fashion magazines to get ideas of what to buy. She has an instinct, which gives her own personal style and makes her a unique individual and shopper. She loves to go out and have a good time, and she keeps herself updated on the cultural side and the sporty side. She is a city girl, so she knows where to go out and also how to keep her body fit. She has an attitude, which might seem very rough to some people, however she does have her soft spots.

 

I believe there are a lot of woman who in a broad sense are like this. A city woman who knows what she likes and wants, and knows how to make it work on her body and with her sort of look. This brand stands out because there are pieces that every woman will like and will be able to wear, and when they go through the collection there are a lot of pieces, where they will be shocked as well because it is a bit revealing. It is revealing in a sophisticated way so I believe that they will find it interesting and find a way to make it look good and comfortable with their own bodies, and be unique and different. The lace might be a bit see-through but it also has this sporty look to it, which makes it easier to wear.

My brand would be in the mid range prices, so between 50€ and 500€ due to the simple pieces. The hand sewn pieces, jeweleries and custom made are the main reasons why I believe this is a fair price range.

 

The marketing of ANJA ANCKER would first of all be through the internet, facebook and instagram, these sort of places, due to its popularity and it is free advertising. Then later it would expand into advertising through more sort of advanced advertising such as being at different showrooms, showing clothes at different fashion week traveling to the target countries where I believe it will sell the best. First it would start of being an online brand because most of shopping now a days are involved around online shopping. Later it would turn into a small shop, where the customers would have a chance to actually see the clothes and try it on. This small shop, which would be placed in some of the biggest fashion cities, eg. NY and Paris, is where I would focus a lot on the regular customers. I would have small openings where they could come and talk about their needs and what would work for the next collection, therefore the brand keeps developing.

 

The whole philosophy of the brand is focusing on women who are strong, confident and not afraid to wear something a bit different, while the clothes is still simple and commercial. Each collection will have a story of its own, therefore every color, form, shape etc is related to the story, which will appeal to our customers. The jewelery will also play a big role in the brand, which will relate to each collection, and has a story in it self so it will not only be decoration but part of the clothing.

The store will have a window decoration which will appeal and interest people to come in and see the clothes, or to check it out online. The display will relate to each collection and its story.

 

 

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