Feminine vs. masculine Living in luxury Achievement/ icons or celebrities
Gender stereotypes Elegant vs. Playful Playful parties and technology / beauty live colorfully Unwrap Wonder
Adventurous, urban groups Emphasis on music and sports Personal/ professional overlap Primarily domestic focus Minimalist individual Music and artistic growth Separation of professional/personal International presence
Individual woman vs. Community Domestic vs. Internationality YouTube channel
Converse/Vans & FEW/FFP Empowering Bold Making your own choices and creativity Modern
Gender Stereotypes Rolex: masculine/athletic, dark colors Michael Kors: celebrities, feminine colors Kate Spade: feminine colors, foods, language C. Wonder: trendy, bold patterns Fashion Empowering Women: couture, style, trends
Socioeconomic Targets Kate Spade: upper middle class, retail doors & department stores, price points: $50-1,500 C Wonder: middle class, price points: $10-400 Converse: lower/middle class Vans: lower/middle class FEW: upper/middle class, donations start at $50+, high fashion sponsors/designers FFP: upper/middle class, high fashion sponsors/designers Michael Kors: Middle to Upper class Rolex: Upper middle and Upper class
Implications Brand consistency and cohesiveness. Consistent brand image, while reaching demographics. Social media mediums: distinguishable brand identity. Consistency to maintain brand identity and drive action.