Store visit

4 comp shops

Survey/interview/focus group

Guest speaker/masterclass

SDG- Sustainable development goals

End of 1800s-1900s:

Vogue magazine made its debut in 1892 to become the herald of evolving style

1910s: Witnessed a cinematic revolution and advent of the silent screen

Key quote:

"One world was ending, another was about to be born" - Coco Chanel

1920s:

Chanel's little black dress swept the world with its conception. They also reshaped silhouettes for active working women.

1930s:

Marlene Dietrich emulated masculine style wearing gentleman's tuxedos, many style icons paid attention to this tuxedo movement on the red carpet: Rihanna, Madonna, Angelina Jolie

1940s:

Dior introducing revolutionary 'New Look" in 1947

Demographic: Age, Gender, Income, Occupation, Ethnicity

Psychographic: Values, Needs, Goals, Hobbies, Interests

Behavioural: Purchasing habits, Brand interactions, Customer loyalty

Segmentation VS Pen Portrait

Segmentation categorises the broader market into groups based on shared characteristics

Pen Portrait creates a detailed fictional persona within a segment, resulting in a more nuanced understanding

Market Segmentation- aggrevating prospective buyers into groups or segments with common needs

Chloé offer a smooth checkout service with the assistance of a staff member, available for purchasing or returning items with a range of different payments available. In terms of returning items, customers are able to return or exchange products within a 14 day period back to store.

Store cleanliness:

The store was generally kept in a clean, professional manner, with all garments across the store kept in the correct place well presented.

Sustainability initiatives:

90% lower impact materials are used in collections in-store and 30% are fair trade sourcing.

Store Design: Elegant, organised, has a sense of exclusivity to its consumers