Refining the Consumer Lifestyle

To accurately pinpoint the target demographic of the collection, I developed a pen portrait of my target consumer. As a result the designs and colours will appropriately reflect the consumer attracting them to the range and in turn encourage the consumer to buy into the brand.

Pen portrait:

• Female aged 21-40
• Career minded and ambitious in some form of media / journalism job
• She lives in Herne Hill, London
• Avid reader of novels and loves buying Tashen coffee table books of art and photography
• Loves travelling, occasionally with work but wants to visit Russia and Eastern Europe in her time off
• Enjoys mixing vintage finds with designer labels for a touch of quirkiness
• Her bedroom is decorated like a Parisian boudoir - she loved mixing rich patterned fabrics
• She uses Benefit and Clinique make up and This Works cosmetics, enjoying the aromatheraphy based ingredients
• Her favourite coffee is from Cafe Nero
• Her favourite cocktail an Old Fashioned
• She drives an 1985 Porsche Carrera and likes going on road trips to isolated British pubs with her boyfriend
• On the high street she shops in labels such as Zara 
• Her most recent purchase was a red seventies telephone for her flat

"For me she embodies woman with her subtleties and intricacies. She's sensual and intellectually engaging, elegant with a very strong personal style." Miuciana Prada talks of model Kim Basinger , used within the SS2005 advertising campaigns for the brand. Kim Bassinger who was 52 at the time, appeared alongside Camilla Belle, who was only 19 in a stark contrast in age. This decision worked well for Miu Miu thereby declaring the brand was accessible to not only younger women - as originally thought due to the more fashion forward direction fo the label - but to an older audience too. Thus rendering Miu Miu's marketing based not on demographics by psychographics instead. As opposed to targeting the consumer in terms of age, Miu Miu cleverly addressed them in terms of similar personality, values, attitudes, interests, or lifestyles. For example the pen portrait above could apply to any woman between the ages of 18 and 50, as long as they could be grouped as having similar kinds of lifestyles. According to the New York Times,a spokesman for Miu Miu says only that the appeal of the label is "psychographic, not demographic."

SS 2005