Saturday, September 26, 2015
Ch. 4 - The Marketing Environment
Alexander McQueen's marketing environment mostly consist of wealthy women between the ages of 21 and 30 who are opposed to straight laced clothing and looking for a darker look, while still wearing a luxury brand. The label reaches this demographic by putting ads in magazines that are usually purchased by wealthy women like Vogue and Harper's Bazaar. This may seem like a small market but since an item from the label can cost anywhere from $200 to $3,000 they're still able to make a large profit. In 2006 Alexander McQueen wanted to reach a broader audience that included young men and women who wouldn't be able to spend thousands of dollars on one article of clothing, so he created the McQ line. The line is advertised not only in high end magazines, but also in magazines that are read by millennials like Nylon and Elle. Also celebrities idolized by millennials like Beyoncé, Lady Gaga, Victoria Beckham and Kate Middleton regularly wear his clothing without being spokespeople for the brand, so it makes it more attractive to 20 somethings that would be put off by their idol wearing a brand because they're getting paid to. Instead they would feel compelled to get enough money to buy a piece of clothing they're wearing.
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