cause it provides global reach.-Creation of EU base.-Advertise in magazines. -Try to promote our existing products to new markets.-Mail order.Winning strategic direction: High quality clothes and high priced in order to target young professionals with little free time but a lot of money. For marketing “Fashion Mania” will sell its product through catalogues and the Internet. Market Segmentation. In consumer markets five main categories of segmentation are defined: 1.Geographic segmentation.2.Demographic segmentation.3.Geodemographic segmentation.4.Psychographic segmentation.5.Behaviour based segmentation.Between them, those five categories of segmentation cover a full range of characteristics. (Brassington & Pettit, Principles of Marketing)The target market for sports wears or street wear is mainly young people aged 15 to 20 and adults’ aged 30 to 45. Sports wear is one of the most easy type of clothing a customer can wear despite his/her social class. Sports wear can be anything from jeans and fabric Lycra to sweat suits. According to a survey which took place in 1998 in UK and had as a sample 987 adults, Adidas is the number one leading sportswear brand preferred by the 48% of the questioned, followed by the second and third sports brands Nike and Reebok. As noted above Adidas had established a clear lead over the two US brands. From the results of the survey it is obvious that sports and designer brands have become popular “household brands”. (Key Note – UK Clothing & Footwear, 1999) “Fashion Mania”Target group: Males and Females aged 25 to 45.Social class: A, B, C1Target group characteristics:-Little free time.-Urban life.-Want to be exclusive.-Athletic, keep in shape.-Jobs in Media, marketing, fashion. Price: Medium to highAccording to the above we can understand that “Fashion Mania” is an online shopping service with free catalogues to choose from. My company is targetin...
