Ch. 11- Developing and Managing Products

Alexander McQueen is always trying to stay ahead of competitors. The brand's  major competitor is Stella McCarthy . Both brands are luxury labels that cater to women around 23-34 years old , they have similar silhouettes, their clothing is not conservative like most luxury brands and they have alternative lines that are more affordable and targeted to younger consumers. McQueen's head designer, Sara Burton keeps the label in the forefront by annually having exhibits and presentations in museums in New York City and London where fans  can come and observe and give feedback on upcoming items. Something that Stella McCarthy and other designers do not do.

Ch. 8 - Segmenting and Targeting Markets

The age segmentation of Alexander McQueen is pretty broad, but the main age focus is between 25-35. The target is young working women who have the means to afford the clothing and accessories from the brand. In order to widen it's age segmentation, McQueen introduced the McQ line in 2006. It was created as a more cooler and younger counterpart for the main line. It's more affordable and is targeted to 17-24 year olds who like the McQueen aesthetic but can't afford the price. 

Ch. 15- Marketing Communications

Alexander McQueen's brand requires heavily on feedback. If a collection or a certain item is met with negative feedback it gives the label a reason to stop investing  money on advertisement and production for the collection or product and focus on a new idea. The way the brand sees the feedback is mostly on social media. On Facebook and Instagram customers can like a picture of an item or they can write comments about what they like or dislike about the item. If the responses or mostly positive they'll continue producing it, if negative they'll toss it.

15k likes

2d

• worldmcqueenOur Alexander McQueen Pre SS16 sweet pea micro dress featured in @BritishVogue
  Photographer: Daniel Jackson @studio_jackson
  Stylist: #KatePhelan
  #AlexanderMcQueen

• rblack12@mmmolin omg it's so beautiful 😩
• rubikarina_@mr.sybarite yes I love it !
• _megandunn@lusintak
• xeniarankin@dbloftus Shangbai
• caramel_dymeGod enough with the flowers - you need a new designer this mcqueen signature is NOT flowers and same old busy prints - McQueen for life not this rubbishap it.

Ch. 10 - Product Concepts

Alexander McQueen's most recognized product would be the print silk chiffon scarf. This scarf would be considered the brand's specialty product since it's only sold in select stores like Niemen Marcus and Bergdorf Goodman. The scarf is usually retailed around $295 and is very high quality. Because of it's quality it's very difficult to create a sufficient knock off, so people would rather save and spend the $295 on the real scarf instead of an oblivious fake that has low quality.