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Expanding on the customer profile and what to look for in a target customer...

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Running head: TARGET CUSTOMER OF ALICE + OLIVIA

Target Customer for a Contemporary Brand: Alice + Olivia Ellis Fritz Kent State University

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TARGET CUSTOMER OF ALICE + OLIVIA Target Customer for a Contemporary Brand: Alice + Olivia Introduction Alice + Olivia, a well-known brand, has made waves in the contemporary world. Stacey Bendet started out with just designing pants, but quickly turned her brand into finely crafted fashion for a quality price. Even though her brand has grown, it is mostly catered towards a certain customer type. Age The target customer for Alice + Olivia, like normal contemporary brands is on the younger side in her 20’s to 30’s (Simmons, 2017). When asked about her customers, Stacey Bendet said, “…she’s grown up with us. When we stared we were known for being young, and whimsical, and fun… We spent a really good amount of time taking the brand up a level. Not letting it just be little party dresses or cute flirty things but really focusing on making beautiful clothes for a woman that feel very timeless,” (Wray, 2015, p.8). Even though most consumers of Alice + Olivia are young, Bendet has created a look for older woman to still wear and feel good in. She even mentions how the vest she was wearing during her interview could be worn by her mom (Wray, 2015). Occupation Because the brand targets a younger audience, the jobs a customer would have, follows the ‘5-9’ guidelines. These women are established in their career and are in a place where they can afford contemporary clothing. Now some consumers can fall on the stay at home mom or wife spectrum and in that case, they are living off of their husbands money (Cubeyou, 2017). Besides these women, many celebrities have been seen wearing Alice + Olivia. Examples are

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actresses like Gwyneth Paltrow, Anne Hathaway, and Bella Thorne. All three women are different in age and style yet still can find solace in the Alice + Olivia brand. Income The average consumer makes at least 200K a year in order to support their shopping life. Like other contemporary brands, Alice + Olivia has prices around $150-$800 and customers need to make enough to purchase these items (Simmons, 2017). It is different when the customer is young and does not have a family to support, like many of Alice + Olivia’s customers are. Celebrities who buy their clothes represent a higher income that normally makes millions on a yearly basis. Residency The target customer for this brand reside in metropolitan areas and heavily fashion forward cities (Cubeyou, 2017). So more specifically, they would have nice apartments with a fun and young vibe. However, Alice + Olivia does reach the older consumer. Even the former First Lady Michelle Obama was seen wearing the brand and she resided in the White House, (Wray, 2015). Relationships The target consumer is a cross between a fun a single party girl and a young woman in a relationship. They can be married and examples of this are the celebrities that walk the runway. Many of the celebrities are both married and have children. Education Alice + Olivia customers have to have a good education in order to make enough income to afford their purchases. That being said, they have at least a college degree and sometimes even a Masters from graduate school (Cubeyou 2017).

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Lifestyle/Habits Although some consumers may be married with kids, the average customer likes her glamorous lifestyle. She is a social butterfly and likes to be the life of the party. She also seeks out be the trendsetter but stays a loyal customer. The consumer is bored of ‘fast fashion’ and will spend extra for a good quality garment (Apparelsearch, 2014). Her shopping habits include being a shopaholic (meaning she shops often) and being willing to spend the money to just keep up with the latest fashion trends. She finds this information from online blogs and posts and in magazines she reads. Examples of magazines would be People, Instyle, Cosmopolitan, and Glamour. This consumer is a contemporary shopper and will spend money on other brands and in stores similar to A+O. Examples are Mac, Urban Decay, Marc by Marc Jacobs, Nordstrom, Bloomingdales, and Neiman Marcus. Social media is a big part of the customers life and you will find her constantly updating her Instagram and twitter feed (Cubeyou, 2017). Besides that, snapchat is the next best thing, where she will read the Cosmopolitan and People snapchat stories religiously in order to find the latest trends. This consumer also has other aspects of her life like music, vacation spots, restaurants, movies and TV shows. For music, pop is very popular and in most cases the newest music is what you find coming out of her car speakers while she drives. Movies gear more towards romance and include ones like Nicholas Sparks’ Safe Haven and The Choice. For TV there is a wider variety of genres and the consumer watches things like Gilmore Girls, Greys Anatomy and Keeping Up With The Kardashians. On vacation the target customer can most likely be found on a luxury beach vacation eating at nice restaurants. (Restaurant specifics were not found). Value

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The target consumer for Alice + Olivia has many things in which she values when buying the clothes. The garment needs to be made of a good quality fabric and finely crafted, even any trim or details (Alice + Olivia, 2017). Fabric can be anything as long as it is a long-lasting quality. The silhouettes of the garments are commonly movable and flirty but not always and more specifically the customer can like crop tops or fitted garments as long as they are trendy (Simmons, 2017). A lot of bright colors and fun patterns also interest the consumer (Alice + Olivia, 2017). The price point she follows, like mentioned earlier, is in the $150-$800 range. Conclusion The Alice + Olivia brand has a unique customer base ranging from mostly young women to sometimes women in their 40’s and older. Regardless, the brand produces high quality items for a good price, which keeps their customers continuously wanting more.

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References Alice + Olivia. (2017). Alice + Olivia | Women's Designer Clothing. [online] Available at: https://www.aliceandolivia.com [Accessed 9 Oct. 2017]. Apparelsearch. (2014). Contemporary Fashion Line Defined. [online] Available at: http://www.apparelsearch.com/terms/c/contemporary_fashion_collections.html [Accessed 9 Oct. 2017]. Cubeyou. (2017). Contemporary Consumer/Alice + Olivia. [online] Available at: https://platform.cubeyou.com/#/results/59da6541716114ce467ed8d1/advanced/3 [Accessed 9 Oct. 2017]. Simmons, P. (2017). The Meaning of Contemporary in the Fashion Industry | LEAFtv. [online] LEAFtv. Available at: https://www.leaf.tv/articles/the-meaning-of-contemporary-in-thefashion-industry/ [Accessed 9 Oct. 2017]. Wray, A. (2015). REDEF ORIGINAL: Q&A with Stacey Bendet of Alice + Olivia. [online] Redef.com. Available at: https://redef.com/original/qa-with-stacey-bendet-of-alice-olivia [Accessed 9 Oct. 2017]....