Geographic

Region New York & Chicago

City Size 100,000+

Urban/Rural Urban

Climate All

Demographic

Age 25-45

Sex Female

Family Life Cycle Single or Married with and without children

Income $100,000+

Education Bachelors, Masters, Doctorate

Occupation All: Creative fields in particular

Religion All

Ethnic Background All

Psychographic

Social Class Upper Class, Lower Upper Class, Upper Middle Class

Personality Confident, independent, fun, outgoing, strong

Lifestyle Art enthusiast, music lover, traveler

Consumer

Behavior

Benefits Desired Exclusivity, high quality, craftsmanship, materials, unique designs

Usage Rate 15%-20%

Strengths Weaknesses

•High quality fabrication and

craftsmanship

•Themed collections and

inspiring themes in her designs

•Close attention to detail with

embroidery

•One of a kind pieces/ the

exclusiveness

•Professionalism

•Limited business knowledge

•Lack of time for embroidery

•Hard for customers to shop due

to few pieces/ no ecommerce site

•Small customer base and list

•Limited media presence

•Online presence

•No product in retail stores

Opportunities Threats

•Attending fashion shows

•Meetings with industry

individuals

•Upcoming competitions

•New boutique openings

•Get Agnes on trade shows

•PETA animal rights/ she wants to

be limited

•More complicated designs need

to be shipped to New York

•Fluctuating market prices

Designer Rick

Owens

Balenciaga Haizhen Wang Margiela Couture

Product Dress Dress Dress Dress

Price $3,000 $9,000 $6,000 $8,000

Place Barneys &

Rick Owen

Boutiques

Balenciaga

Boutiques

Haizhen Wang

Boutique

Neiman Marcus &

Margiela Boutiques

Promotion Sales &

Markdowns

Sales &

Markdowns

Sales &

Markdowns

Sales &

Markdowns

Distribution Boutiques &

Online

Boutiques Boutiques Boutiques