Wihelmina: Client & Market

The target market of this collection is girl who aged between

18 to 30 likes girlish style and are ventured to wear bright color and print.

Target Market Sample 1

Name: Melissa Koh

Age: 26

Place: Singapore

Income: 2000+USD per month

Place usually hang out: Vivo City, Orchard Rd, and Clark Quake

Behaviour: love to fashion, beauty, writing, travel and food

Job: fashion blogger, has her own label, collaboration with other brand

Shopping frequency: 1~2 times a week

Style: Mellissa love to wear colourful print and feminine clothing. However her style is more down-to-earth. Functionality and comfortability are very important to her.

www.bloglovin.com

Target Market Sample 2

Name: Blair Eddie Age: 26

Place: NY Income: 2000+USD per month

Behavior: love to hanging out with friend, go shopping, reading fashion magazine

Job: full-time job in Tory Burc

Shopping frequency: 2~3 times a week

Place usually hang out: Brooklyn Bridge, Central Park

Blair's style is very colorful. She love prints and color, but the one word that would use to clearly define her style would be feminine. Whether she is wearing an outfit that’s more denim and casual or she is wearing a dress, she always want there to be an undertone of feminine and pretty

www.bloglovin.com

The pricing of the garment will be at bridge level. A dress will be priced at around 250SGD, top , skirt and pants will be priced at around 150SGD, 300SGD for an outerwears.

Competitor Analysis

Caroline is belonged to one of the biggest woman fashion company Xinhe Limited Liability Company. In 2013, The company signed a contract with global French Luxury company LVMH to expand their overseas market.

Caroline is the diffusion brand of the top three Women’s Brand in China called JORYA. The style of tow brand has lots of similarity.However, Caroline has a more affordable pricing and younger target market.

Caroline 2016S/S

Carolinetmail.com

The target customer of Caroline is from 20 to 40 years old who has a good taste in fashion.The style of the brand is very sprightly and vivid. Their clothing is suitable both for work and other casual occasions.

Price and product

-They offer woman’s appeal including top, pants, jumpsuit, outerwear, skirt and dress.Dress is the largest part of the brand.

Their pricing is also at bridge level, from 150SGD for a top to 600 SGD for a silk dress. The also offer accessories including handbag and shoes.

Place

-It has 127 stores across the China, located in some of the most busy and bustling streets or department store, such as ChunXi Street in Chengdu, the Bund inShanghai andWangfujing department store in Beijing(Vip, n.d.).

Promotion

-The brand already has certain awareness in Chinese market, therefore they do not have much online marketing. The brand does not have any social media account or online store.Magazine campaign and billboard is the main promotion strategy.The brand does have a membership system and official website.

References

Vip. (n.d.). About Caroline. Retrieved from http://www.vip.com/