Users - My target users Millennials expectations related to user experience are very high. They live in a world of constant gratification provided by brands through mobiles and e-mails. My research customers are in need for continous contact with customer service when need informations for example about purchased items. They want to know what is happaning with products they had paid for and resolve occured issue asap. Research shows 64% of millennial customers now expect service in real-time through chats, texting, phones, social media and e-mail. Millennials need personalised customer experience to feel great about using the choosen brand. It can drive loyality to the brand and help with making purchasing decisons in the future. They are eager to share personal informations in exchange for some rewards provided by brands, curated subscription box services .Millenials are looking to follow companies which values are compatible to their. Businesses that will provide a good impact in society will win my target audience and will loose them in case of dissagreement about polices they provide (Deloitte Global Millenial Survey 2019).

Needs - In my project I am targeting millennial man. The issues I want to refer to is modern masculinity. Todays image of Man is changing. Comparing to the Baby Boomers image of masculinity to not show emotions, male millennials want to be more open about their feelings and be more aware of themselves. They are more likely to choose healthy food, yoga and journaling their feelings. Modern masculinity embraces vulnerability as an expression of courage (Jules Schroeder, Forbes). 

Men Millenials want to educate themseleves and are looking for ideas of social, world improvements. 

Uses- according to the goals of my target audience of world improvements my business objectives and strategic purpose is to inform consumers about the Ocean pollution and ways to donate for a cause by buying sustainable clothes from my choosen brand Alexander McQueen. Additional to that to support the needs to express feelings my colletion is made from 5 pieces promoting the poetry of my picked ambassador Cody Simpson. I am going to use personalized Mobile SMS text to inform them about the new collection as well as give them opportunity to track delivery with their purchase. 

Features- My website will contain video as Alexander McQueen use it a lot in their campains and with promoting their products and it' sthe most engaiging way to bring customers attention and encourage them for actions. To grow a bond with the brand the website will have images of products, sustainable related informations, my influencer pictures and opportunity for customers to leave their own words of poetry on the website. Additional: Delivery options, tracking purchases, customer service informations, social media informations, busket button, wish list, real chat button. Colours of the website will remain black and white. 

- romantic and rebellious character of products
Price:
£185 for the organic cotton t-shirt
£3790 for the Crystal Embroidered Evening Jacket
£65 for the Cotton Skull Sport Socks to £890 for the Spider Faceted Chain Necklace
- Prices for upper class customers able to afford highly priced clothes
Promotions:
- instagram stories promoting products with hashtags, swipe up buttons, taggs of people who the brand is currently collaborating with, showing models presenting Alexander clothes
- world of McQueen articles telling stories about lates capmaigns, where the inspirations came from
-  SeeninMcQueen hashtags showing celebrieties who wear the brand clothes
- Alexander McQueen Savage Beauty exhibition at V&A museum in London
- programme of exibitions in a flagstore in London
- Alexander McQueen studio videos
Place:

- Flagship store in London at 27 Old Bond Street

- website

- social media: Instagram, Facebook, Likedin, Pinterest, Twitter, WeChat, YouTube

- fashion online website like Net a Porter

- 4 stores in Dubai mall, Qatar, Turkey and United Arab Emirates
People: 
-Sarah Burton as Creative Director, she was the right hand of Alexander McQueen

- Helpful Emploees at the main store in London with a good customer orientation, proper knowledge about brand and products
Process:
- Good customer orientation on the website with a live chat, return and refund related informations

- service delivery

- he brand offers differend kind of shipping from Standard to Next Day with consideration for pick up items in store 

- promo codes 

- cash, card payments at store

- Fast Checkout online option

- PayPal 

- Trustwave and Geotrust-certified secure servers while purchasing items

- invoices on each order
Physical Evidence:

- many stores worldwide

- Each season, different fabrics will adorn the façade and dressing rooms in stores

- a new experiential concept design of the Flaship store aimed specifically at students

- the top floor of the shop is an area devoted entirely to the 

creative process of McQueen garments past and present.

- programme of exhibitions and talks to inspire and foster young fashion talents

- Orders are shipped in a signature McQueen packaging, placed in a secure and discreet cardboard box

- exhibition at first the Metropolitan Museum of Art in New York and then the V&A in London

- Timeless masterpieces created by founder Alexander McQueen left a curiocity of the audience and good image of the brand for people looking for something original

- brand with a good position on the fashion market

- high quality of the products

- wide range of clothes and accessories

- female creative director

- high financial status 

- exclusive audiences

- The fabric for some dresses are reworked materiasl from past collections

- the fashion house are donating unused fabric to emerging young designers

Weaknesses:
- the website should be better presented with social media informations, more visible

- still not enough focused on sustainability

- not too many informations about production transparency on the website

- lack of unisex designs

Opportunites:
- Extend the environmental and ethical frienly garments

- Becoming more transparent will attract new audience

- involving in new collaborations with public respected ambassadors, brands promoting sustainable activism

- following Alexander McQueen vision will leave the brand true for the already existing audience

- expanding range of stores worldwide for example China is expected to has a global worth of 28% by 2025, India 23 % and Pakistan 2% so Alexander McQueen can focus on target markets in these areas providing somethig unique 

- launching wider collection of accessories for women as for a men eg. men also wear earrings

Threats:
- company competitors

- fast going forward new technology

- low budget copycat versions of Alexander McQueen designs lunched by cheaper brands

- not enough sustainable pieces can loose customer trust as nowdays the audience become more environmental aware

- Brexit regulations can causs trade difficulties and increasing prices 

No deal Brexit will cause Changes in VAT tax regulations. This will affect a time and costs of shipment samples. To gain the best visual and creative results designers cross borders to find the best pieces of fabrics as well as the graters cutter patterns to work with the fabric. 

To cope with worldwide competition goods should be shipped immediately to fit into a time frames, instead Alexander McQueen processes can be affected by additional paperwork and delays.

Economic
Due to the growth of the business Alexander McQueen have to follow economic forecasts that can affects their income. Economic features are for example currency value, exchange rates, inflation, income of consumers and employment, national GDP. 

Growth in global/ country economy it is a good sign for future business decisions. The global economy is predicted to grow stronger and higher through upcoming few years. The European Commission states that the fashion industry itself has constantly growing at around 10%.

Social
Social factors have to be observed by Alexander McQueen because of high influence of the social- cultural trends in the fashion industry. Changes in consumers taste and style lead brands choices like manufacturing. Nowadays people want to be more aware of where their products are from and what material has been used. Brands are expected to follow the ethical way in production to reply for consumer demands and growing awareness. For example Alexander McQueen to stay trustworthy might needs to become more transparent about their processing methods in the future. The brand lately has given for London fashion studens fabrics waste that had remained after production of their clothes what creates a good image of the brand. Latest factors to be aware from are issues related to coronavirus. The beginning of 2020 has being tough for a fashion environment. Lots of luxury brands have shuttered their stores in China, lots of fashion shows cancelled in China and Italy, sales made from goods are dropping and its been predicted that luxury brands will lose up to 10 billion euros

Technological: 
Technological factors are important to follow innovations by attracting consumers and don’t stay behind competitors. For example introduction of Direct Digital Manufacturing methods like 3D printing in the fashion industry, digital platforms for customers, in store digital ways of communication like digital screens. 

Internet improvement has allowed to easier communicate with consumers about latest newses, trends, changes related to the brand.

Legal
Each country has its own rules and regulations so Alexander McQueen has to adjust trade of products to each place. 

Legal factors include:

-health and safety, advertising standards, consumer rights and laws, product labeling, working practices regulations and product safety.

Environmental
Environmental and ethical factors to focus on by fashion industry become very important. This includes environmental protection regulations with CSR policies in choosing of more sustainable garments, reduction of carbon emission footprint, reduction of energy and saving, renewable energy utilization. Eco friendly fashion will be a trend and a challenge to focus in upcoming years.

- My target consumers were born between 1980 - 1999 and they are known as Millenials. The gender I try to get is Male. Millenials like to have a right to choose between deferent options 

- addapt quick and audiovisual informations

- spend massive time on their phones and laptops and require prompt responce 

- like to learn on their own pace

- addapt useful informations that add a value, are accesible and transparent. 

- lot of times their attitudes are towards environmental consciousness, vegan diet 

Environmental Characteristics
- Millenials are perceived as active and engaged. Enjoying outdoors activities, looking for escapism. They like to be involved in something bigger that require a team work and will bring a difference. 

Millenials are considered in time when they are looking to push their career and family life forward

Buyer's Decisions
- What?

Millenials want to be conscious with buying decisions, are interested in sustainability so related to that my choosen brand will provide a sustainable capsule collection that will bring attention to environmental problems and the Ocean pollution causes by people. 

Most Millenials buy online, uses Social Media a lot , so the main campain will be online and provide rleated to the cmpaign informations. All of the 5 pieces will be available online on the Website or in stores.

Male millenials make their buying decisions when they are confident with informations about products based on independent research, online reviews, and user-generated content