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.