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TARGET MARKET

 

The women targeted in the survey have been segmented into three parts, split into levels based on the willing to pay for Manolo Blahnik shoes of each segment. The groups are named as “Elite”, “Aspirational” and “Non-targets”. We are mainly focused on “Elite”, as they have demand for high-end luxury shoes. Therefore, they are willing to pay for Manolos and have the highest potential plus great buying power for our products. These buyers are composed of wholly upper-class women who would spend over ¥3,600 for one pair of luxury shoes, falling right into our ideal customer category. The next segment is the “Aspirational” group who shows high interest and could potentially buy high-priced luxury shoes, as these women would pay between ¥2,000 and ¥3,599 for one pair. The last segment is the category, which is not willing to spend more then ¥1,999. These women might be interested in our shoes, but will not buy them; therefore, we will neglect this segment in our analysis.

 

The full data for our "Elite" and "Aspirational" segments is available below.