Segmentation
Kailee, Morgan, Hannah, Ella
Demographic Variables:
○ Age: Zara offers separate product lines for various ages. For instance, "Zara Kids" caters to kids, and standard
lines are designed for adults.
○ Gender: Zara caters apparel for both men and women with a size range from XS-XL for Women and S-XXL for Men.
Psychographic Variables:
○ Lifestyle: From casual wear to formal attire, Zara caters for a variety of lifestyles. Its product line ranges from:
traditional, timeless designs to edgier, trend-driven fashion.
Geographic Variables:
○ Urban vs. Rural: Zara may adjust its products to better suit the fashion and lifestyle tastes of its urban and rural
clientele. Zara provides a variety of fashionable, reasonably priced, and on-trend clothes and jewelry.
Undifferentiated Targeting:
○ Zara usually targets a wide range of consumer demographics rather than niche. By providing a broad variety of
stylish items, Zara's stores hope to draw in a diversified clientele regardless of age or income.
Demographic Variables:
○ Age: Adults in their late twenties and older typically constitute Massimo Dutti's main
target demographic. They serve an older clientele that is looking for sophisticated style.
Psychographic Variables:
○ Lifestyle: Those with sophisticated and refined lifestyles are the target market for Massimo
Dutti.
Consumers Income:
○ Prices are generally higher than those at fast fashion retailers like Zara, reflecting the
brand's focus on quality.
○ Customers that are prepared to spend more on classic, high-quality clothing fit Massimo's
customer base. This consists of middle-income to high-income consumers.
Differentiated Targeting:
○ When it comes to targeting, Massimo Dutti typically employs a differentiated approach
than Zara. Massimo usually focuses on traditional and timeless fashion, appealing to a
more sophisticated and mature audience.
Aims to cater to the fashion needs of of youthful, fashionable and educated
customers
Demographic variables:
Age: caters to young adults/teenagers
Gender: appeals to all genders
Geographic Variables:
Products fit better for the Urban clientele considering the trends they follow and have
reasonable prices.
Psychographic Variables:
Lifestyle: Considers the latest international trends in the form of easy, comfortable and
casual clothes influenced by street and fashion
Environmental Consciousness: Intention of appealing to younger audience committed
to their environment.
Differentiated marketing strategy:
Targets both young male and female customers who dress to feel comfortable and trendy.
Keeps up with the most fashionable clothes, shoes, and accessories for women in every
season.
Demographic Variables:
Age: Targets teenagers, young adults, and mature consumers
Gender: caters specifically to womens fashion
Income: Offers various products in different price ranges
Technology:
Has strong digital marketing efforts including the usage of an app for convenient online
shopping.
Psychographic Variables:
Lifestyle: Includes various clothing types like sportswear, basics, and more professional
clothing to cater to multiple lifestyles.
Undifferentiated marketing strategy:
Appeals solely to women with a similar taste for trendy and chic fashion.
Hannah
Mango Teens and young adults of any age who like to
dress nice while staying on a budget.
Demographic Variables:
● Age: Mango targets teens and young adults
● Gender: Clothing is offered for men and women
Psychographic Variables:
● Lifestyle: Targets customers who have active and professional lifestyles.
Consumers Income:
● Clothes are more affordable, while offering fashionable styles. Targets budget-friendly shoppers.
Values and Beliefs:
● Mango has a sustainable and environmentally friendly collection. The brand uses materials such as organic cotton and
recycled polyester, gaining more attraction from customers. Good labor practices are also practiced.
Technology:
Hannah
A teen/young adult who is shopping for a wide
H&M range of clothes from professional to sporty while
on a budget.
Demographic Variables:
● Age: Offers clothing to all ages ranging from children to adults, with a wide range of clothing lines.
● Gender: Collections are available for men and women
Psychographic Variables:
● Targets those with various lifestyles such as professional attire, trendy, basics, and sportswear.
Consumers Income:
● H&M offers affordable clothing, targeting budget-friendly shoppers.
Technology:
● The mobile app allows for easy online shopping. This provides customers with convenience, improved customer data,
and enhanced customer engagement.
Cortefiel - Ella
Cortefiel seeks its own style, based on elegance, quality, comfort and
functionality.
● Targeting Strategy
○ They target men and women between the ages of 35-45 years old
○ They target this age group of people who are young in their habits and open-minded/willing to adopt new trends.
● Demographic variables
○ Age: offers products to all ages online, however specifically targets the age range listed above
○ Offers clothes for both male and females
○ Prices ranging anywhere on average from 50-200 euros
● Location
○ Cortefiel has a wide network of franchises in more than 40 countries which allows for a wide range of consumers to have access to
the brand
● Technology
○ Cortefiel has an app that allows consumers to stay up to date with the latest trends & allowing a simpler way of purchase for their
consumers
Sfera
Offers high style designs and fashion basics with compelling values and a dynamic store environment. Innovative, must-have
products, they aim to build emotional links with clients.
● Targeting Strategies
○ Sfera has clothing for all ages as well as men and women
○ In stores a lot is centered around clothing for business women, however it is different online
● Demographic Variables
○ Children, women, men of all ages, but mostly women
○ Prices ranging up to 200 euros
● Location
○ Sfera is in around 20 countries
○ Affiliated with El Corte Ingles, which provides convenience for shoppers since they only have to go to one store
to get a lot of products they may need
● Technology
○ Sfera has an app you can download for easier and more accessible shopping of their products.
