What segmentation variables are marketers using in this example? You would never know that consumers are more frugal these days if you look at the new children s lines from fashion houses such as Fendi, Versace, and Gucci. Toddler high fashion is not new, but designers are taking it to new levels and extending it beyond special-occasion clothing to everyday wear. In the past, some of the little girls marching down fashion runways carried dolls with matching outfits. But now, many of the little children s fashions are geared around matching mom and dad clothing. Jennifer Lopez and her little ones helped Gucci launch a line for babies and children aged 2 to 8 years old. A Gucci children s outfit with a t-shirt, skinny jeans, a belt with the trademark double-G, a raincoat, and boots will set mom and dad back about $1,000. A Burberry children s double-breasted trench coat for a baby runs $335, a bargain compared to mom s matching $1,195 trench coat. The CEO of the Young Versace brand sees growth in this market and anticipates this brand making up 10 percent of the company s global sales in only a few years.
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