by mary lynn berilla & cori mcgownd

By Mary Lynn Berilla & Cori McGownd

Perfect Your Image.

Target Market• 30-40• Female• Middle, upper class• College and up• Married with kids• Values her image• Urban/higher end

suburbs

Melissa Moore• 32 yr old female• Married with one kid• Lives in Clayton• Magazine editor and husband is a plastic

surgeon• Upper class• Values:

– Her image – Her child– Quality products– Willing to pay for brand name

• Lifestyle:– Works and has nanny during day– Likes to make time to spend with friends– Spends most of weekends with family– Works out

Day at the Park

• Clothing from: Burberry (watch), babyandmeboutique.com (stroller), lululemon athletica (pants), Vera Bradley (diaper bag), Coach (shoes), Ralph Lauren (shirt)

Night out with friends

• Clothing from: Nordstrom's (dress), Jimmy Choo (shoes and handbag), Dior (perfume), Tiffany and Co. (bracelet and earrings)

Day at the Beach

• Clothing from: Everything But Water (swimsuit and cover-up), louboutins (sandals), Michael Kors (sunglasses), Burberry (umbrella)

Dinner For Two

• Clothing from: Chico’s (Dress and spanx), Macys (necklace and earrings), Steve Madden (shoes), Vera Wang (perfume)

Store Profile• Expensive, high end• Neat, organized• Only in urban areas/cities

• ex. Chicago, L.A., Miami, NYC, etc.

– Smaller Cities:• At more higher end malls

– ex. Plaza Frontenac

– Large Cities:• Downtown shops on street in

more sophisticated areas– ex. Michigan Avenue in Chicago

Store Layout• Spacious• Plenty of manikins

to show off clothing

• Decorations inside and out

VS.

Competition

Product Positioning• Price and quality:– Luxury Line– High price=quality– Paying for brand– Corinne Berilla = designer brand

• Features and Benefits:– Improve image by wearing our clothes– Higher status through the clothes– Our clothes will be associated with $$

Product Positioning (cont.)• In relation to competitors:

– Competes directly with Saks Fifth Avenue and Neiman Marcus but…• Our store contains all of its OWN DESIGNER BRAND• Only one place to get our clothes

– More high end than Macys and Dillard’s• In relation to other product lines:

– Different lines for different segments of women during different seasons• Summer Living= young, working moms during summertime• Other segments= single women, older women with kids• Have clothes during all seasons (fall, winter, spring, summer)

Thanks For Listening!Perfect Your

Image.

And Remember to…