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MARKET SEGMENTATION

 

Geographically the women’s luxury shoe market is targeted towards the developed world, namely the United States, the European Union, and Japan. However, China, India, and Russia have rapidly expanding luxury markets, capturing the attention of high-end brands worldwide. China is set to overtake Japan to become the second-largest luxury market in 2016. Within this wide geographic area Manolo Blahnik targets a very specific consumer – upper-middle class to extraordinary wealthy women between the ages of 24 and 55. The brand is focused on women who desire a sense of class from their shoes, targeting consumers who desire a refined classy European style.

 

The phenomenal success of Manolo Blahnik’s product placement in the Sex and the City franchise refreshed the target market of the brand, convincing a new generation of women that Manolo’s are more than a shoe. Manolo Blahnik shoes are a symbol of elegance, class, independence and success for the metropolitan woman. The roaring success of the partnership suddenly allowed wealthy women to really feel like they are living a glamorous and cosmopolitan lifestyle.

 

“Luxury Goods Landscape: China.” Euromonitor Passport Datagraphic(2013): n. pag. Euromonitor. Web. 17 Nov. 2014.