Nowadays, though, Vogue releases editions in over 24 countries, being more accessible to a broader audience. The majority of Vogue readers are women, which makes up about 86% of the readers. The remaining 14% are men. The average reader usually ranges from the ages of 30-34, meaning that it is widely popular among young adults. According to Vogue's official website, the magazine is often called “the fashion Bible”, which hints us that it is indeed very relevant in the fashion world and that the readers are constantly searching for the latest scoop on the fashion industry.
However it has adapted to the current business environment and is now seen as one of the higher end shops on the high street. This means consumers are willing to pay higher prices for Topshop products even if they have less money, because they see Topshop as a long established high quality brand. Topshop mainly targets customers for repeat spending; therefore they build up a lot of customer loyalty. Topshop have had an
TFC soon observed that other channels like CNN and Lifetime started telecasting programs related to fashion category which was becoming more popular than programs at TFC. Therefore TFC was facing competition in terms of ad revenue as their market was getting shared. Goal and goal defense In order to maintain its market leader position, TFC needs to maintain as well increase its viewership. The company needs to work on its current content such that the viewership of the channel increases by atleast 20% over the next year, indirectly contributing to a higher CPM and thus giving higher profits and a tunnel for growth. The channel must target on specific demographics for the fee that it can charge for advertising.
Victoria’s Secret Marketing Strategy Victoria’s Secret is a women’s intimate apparel store owned by Limited Brands, whose portfolio of business includes PINK, Bath and Body Works, La Senza and Henri Bendel. Product: Victoria’s Secret has provided their customers with a product mix that meets their wants and needs. Victoria’s Secret has expanded its product categories outside its core lingerie products in order for customers to have more options. As of today, the brand offers sportswear, swimwear, loungewear, handbags, fragrances and make-up. Also, several years back Victoria’s Secret launched sub-brand PINK which targets college girls between 15-34 years old.
(From $2.00) The targeted segment specifically represents better CPM rates than other groups, compensating for the generalized audience loss. Based on Exhibit 3, Fashionistas represent a 15% of TFC’s audience. By targeting this segment, you also appeal to the Planners/Shoppers segment (35% of current audience). **Considering 2007’s Base as a non-changing situation on TFC’s
Also, since there are women aged 18-34 in all four clusters, FTC can reach all of the high-valued viewers in this scenario. Cons: Although the broad-based scenario boosts rating, the CPM will decrease due to the unsegmented viewers. What’s more, continuing to program for everyone won’t lead TFC to a new look and there’s a great possibility that TFC’s competitors, such as Lifetime will successfully penetrate the premium CPM groups. “Fashionista” Segmentation Pros: First of all, the specific customer segmentation gives TFC a high CPM, which helps the company to resolve the problem of a downward revenue trend. What’s more, targeting the fashionistas will surely help TFC attract more premium female vierws among the age of 18 to 34, strengthening TFC’s competitiveness against Lifetime in this segmentation.
In the light of body-acceptance and fighting the body ideal, it is a myth that thin women have it easy. Not only do the media glorify a slender ideal, they also emphasize its importance, and the importance of appearances in general. There is plenty of evidence demonstrating that the media glorify slenderness and weight loss and emphasize the importance of beauty and appearances. Surveys suggest that 83% of adolescent girls read fashion magazines for an average of 4.3 hours per week, and that “Seventeen” magazine has an estimated readership of 11,000,000 (Kilbourne, 1994). It appears that beauty and fashion magazines significantly impact the process of identity development in young women, especially with regards to gender-role learning, identity formation, and the development of values and beliefs.
Dove’s first product extension was in 1999 with Dove Moisturizing Body Wash, which contained some ingredients and vitamins that had anti-aging properties. Therefore, the body wash market was segmented based on age criteria (demographics). Later when Dove entered into deodorants market, they targeted younger girls with sensitive underarm skin rather than their regular target market, which consisted of women of age higher than 18. In 1999, Unilever introduced Dove Nutrium body wash and beauty bar and charged a premium price on their innovative products compared to regular Dove beauty bar and body wash. Hence, they targeted women with higher purchasing power (demographics/income).
Fashion of the Fifties This decade opened up a wide variety of original and distinctive styles, which was presented with a classic new twist. World War II was over, time was peaceful yet prosperous. More money would be spent on fashion, and a whole world of new materials would be available to designers, or anyone who wanted them. Women are said to have dressed “smartly” in the 1950’s. Acting and looking like a lady was taught to young girls from the time they were born.
Gaining a new customer can, however, be costly. Obviously, the cost of gaining a customer shouldn’t outweigh that customer’s lifetime value but keeping and increasing current customers’ lifetime value would be inexpensive in comparison. The four ways to make that increase in the customer’s lifetime value are: 1. Extend the range of goods and services they buy from you. 2.