Stella - Customer Segmentation

Stella’s products are modern and up-to-date in the fashion industry as well as being environmentally friendly, sustainable and durable. Customers would typically have a higher income in order to afford the high-quality luxury clothing and due to the brand’s ethics and quality, customers will stay loyal to the brand. Particularly if they agree with what the brand are doing, consumers are more than likely to go back again. Whilst being typically fashion aware, the customers are also environmentally conscious.

Demographic -

Stella McCartney is aimed at women around 25-45. Young consumers that are into business with an androgynous look. Their income would be middle to high due to the price of the luxury products.

Psychographic -

A Stella consumer would typically be fashion forward with an interest in the same values as the brand. A high-income business career and well-educated. Purchase Stella's products for pleasure as well as sticking to what they believe in - no harm to animals/vegetarian.

Geographic -

Urban cities

Many celebrities are seen out and about wearing Stella McCartney. This may persuade a consumer to buy her products due to the celeb influence, especially if it is someone that they look up to.

I am going to create a questionnaire to find out what the public think the target audience for Stella is based on their knowledge of the brand. Hopefully this will help me decide whether I have chose the right age range for what I believe Stella McCartney is aimed at.