Target Markets Of Versace, Gucci, Louis Vuitton

Here are the leaders of the fashion industry Verace, Gucci and Louis Vuitton. They are all flashy and prestigious and if we want to have one of these brands we should have a lot of money. So what are the targeting tactics of the following brands? Do the brands have some secrets to go ahead in the severe competition and provide unique products? Here are the questions about target markets to be answered in the blog post.

Let’s begin the journey with Versace.

For the first steps, we should look at their commercial and social media posts of the brand.

Versace perfume.

The girl is just lying on the floor and she is crying while thinking about a guy. And also there is a guy in another part of the commercial who is longing for the girl. The commercial shows a passion between these 2 glamorous people.

In the background, we can see the luxurious red color which is the color of Versace perfume. The perfume is the symbol of passion. And the advertising is very creative showing passion in different ways.

Who are these creative people who like to wear Versace? Do they have common characteristics?

“Yes, of course” this is my answer.

Let’s discuss the segment of people called Carpe Diems by Garrison Group, (age18-30).

In the first picture, a girl who is lying on the floor is mostly similar to the group identity. Who are these people?

The Carpe Diem’s are very outgoing and live a life of enjoyment. They like visiting high-class magical places with friends. They would like to have a great career and would sacrifice their different activities to reach their career goals and money is the way of independence for them.

An interesting part of their character is that they like risks and adventures, love cars and speedy driving, living for the moment and living for the day.

Something that they always keep up to date is the trends in the world. They are looking for new trends in fashion or music. Always keeping their looks glamorous and here is the point of Versace. They are one of the trend makers and Carpe diems would adore the Versace magic style.

They have higher living standards and prefer quality brands like Versace. Carpe Diems are brand loyal and rarely change their favorite brands. They enjoy everyday purchases and like to have the best deal in the market. It is important to them having the best deal. There are interested in topics such as movies, cars, sports, computer technology and so on.

16 Personalities (what is for your business?)

As we can see, three dominant Brands in fashion: Versace, Gucci and Louis Vuitton have almost a similar brand strategy, but the targeting is a little bit different. The demographic part is the same, all three brands target young and active people from 18 – 30 years old.

– Versace’s target market is Carpe Diems.

This is the main secret of the success of Versace – Right targeting.  Carpe Diems are one of the most powerful and solvent segments in 16 personalities. They always follow the trends of the given period and try to be the leader of the trend․

For example, be a successful businessman, or successful athlete or rapper. They are very talented, but at the same time are lazy and ambitious. They love to achieve great success at the expense of their talent, their skills.

You also should choose the right target (ideal buyer persona) for your business and in this context, you should research all 16 Personalities, 16 types of clients that you may meet during your daily business and marketing activity.

Here is the book “16 Personalities” (ebook version),which includes all these types of clients. This book will give you a key to the heart of your dream client. By recognizing all 16 Personalities, you will easily find a target customer that matches your brand.

Now let’s discuss their branding approaches.

And here is a post on Instagram which shows interesting parts of Versace branding.

The post also advertises a new perfume by Versace. And it is said that the Moroccan roses are hand-picked in the morning in California. The beautiful collage with different attributes from the stones to the distance counter shows the creativity of the brand and also prompts us about what kind of shoppers the brand targets.

Here we see the passion and love between woman and man. Their perfume is created for diffusing love in the world. The following style of branding is called archetypal Lover branding. Here we have a complete lover brand archetype manifestation. What does the Lover brand archetype represent?

1. The archetype desires to attain intimacy and experience sensual pleasure.
2. The goal of the archetype is being in a relationship with people, and surroundings.
3. The strategy is becoming more and more attractive.
4. The values are beauty sexual appeal and sensuality.

Brands like Chanel, Victoria’s Secret and Revlon have lover brand archetype and they are building their communication strategies based on that.

The brand archetype suits to your brand if

• Your product or service helps people find love and friendship
• Whose function fosters beauty, communication, or closeness between people or is associated with sexuality or romance 
• That needs to differentiate itself positively from lower-priced brands.

Facts about Versace.

• Within 10 years, Versace had built a fashion empire worth more than $800 million.
• Versace designed stage costumes for pop stars like Elton John and Madonna.
• Versace opened his first boutique in Milan’s Via della Spiga in 1978.

Now let’s discuss another fashion giant Gucci and see their tactics of targeting in the market.

We will begin the journey by looking at their commercial and social media post examples.

We see here people who wear strange clothes and they are on the roof. Before they could reach here the commercial shows how they were gathered and were running towards the roof just to have fun for a minute. Maybe they are office workers, who are appeared in the building all of a sudden. Just be on the roof and enjoying the moment, that what the Gucci commercial tells us to do.

Here is a publication on their Instagram page.

Here they are advertising their new boots and again we see here extravagant girls. They are dancing and having fun in the photo. The following photo is also extravagant as only legs are seen here, we do not see what is above, their faces and the clothes. The following post and also the other post shows how living the moment is important.

2 brilliant examples of marekting campaigns.

Just 2 easy ways to grow your business.

So now let’s turn to the main question, what is their target market. And now we have answers.

The following segment is called Hedonists (age 18-30). Who are they?

Their motto is “we live only once” and every day should be as much fun as possible. They are very outgoing and gather with large groups to go out and party.

They like being in change, just having different friends, partners and workplaces. The factor of change is very important. Hedonists are worried about their looks a lot and like to stand out in the crowd. And they are also in tune with the latest fashion. They are followers of a mucho attitude which says that real men do not cry, the woman’s place is at home and the point of drinking is to get drunk.

They think that labels improve their image and a well-known label as Gucci is a clear example of this. They buy authentic good whenever there is a chance to have. They are rather impulsive purchasers and do not organize their shopping trips, they would rather do shopping in little shops.

Now let’s discuss their branding tactics.

Gucci is a brand that shows very diverse advertising, their social media posts differ from each other very drastically. We see here people that are different individualities and they wear Gucci to demonstrate their inner world. They are just exploring new ways and moments to have fun and fulfill their lives. 

The following tactics are called Explorer brand archetype in archetypal branding.

 What does the explorer brand archetype represent?

• The archetype desires to find your freedom through exploring the world.
• The goal of the archetype is to experience a more authentic, fulfilling life.
• The strategy of the brand archetype is to go on a journey and experiencing new things, getting out of a boring life.

Famous brand as Jeep, Amazon, and Starbucks have the brand identity of Explorer archetype.

The brand archetype suits your brand to 

• If your product can be purchased from a catalog, the Internet, or another alternative source.
• your product helps people express their individuality (e.g. fashion, furnishings)
• your product can be purchased and consumed “on the go”.

Here are some interesting facts about Gucci.

1. The famous GG logo wasn’t created until 1960.
2. Gucci is ranked #36 on Forbes Worlds Most Valuable Brands List and ranked #60 for Best Employers for New Grads list.
3.  Marilyn Monroe and Winston Churchill’s style and accessories were an inspiration for Gucci.

It is time to look upon another famous fashion brand, Louis Vuitton.

The French giant brand is a lover of the city Paris and everything in the commercial is connected to the city of love. The girl is having a journey in the commercial. At first, she is at a museum and then a man comes and she took the balloon and flew by running away of the handsome man. She knows exactly when to communicate with the guy and what to say. And this was the time when she should go on a journey to an unknown place from the heart of Paris, near the Eiffel tower.

Here we see a young lady who wants to be a complete woman. Louis Vuitton’s models are complete women, self-confident, strong and very beautiful. They know exactly what they want and the girl in the pic is the reflection of what is Louis Vuitton. The perfect brand for a girl who wants to be a perfect woman.

So, it is time to find out which type of customer segment is Luis Vuitton’s target market.

The following segment’s name is Actualisers by the Garrison group (age 30-50). Who are these people?

• Actualisers are successful and determined in anything they do. They are very perfectionist people and want to have control over anything they do in life. They are happy with their current state and know what they want from life. 
• The family is a central focus in their life, they want to grow healthy and educated children. Looking after their lessons and nutrition. They are willing to pay more for organic food.
• Actualisers like using premium brands and buy for the quality, sometimes buy something that they do not need, just for having it. They like keeping themselves up-to-date and are typically one of the first people to purchase a new product. Plan their shopping in advance and like buying goods from one shop. 

It is time to find out their branding strategy and see what messages they like to give to customers.

From the early examples, we see that self-confident girls are present in their advertisements. They like to rule their lives and exactly know what they want. The following style of branding in archetypal branding is called the Ruler Brand archetype. What does the Ruler brand archetype represent?

• The archetype desires to control.
• The goal of the archetype is to create a prosperous family, community.
• The strategy of the archetype is exerting leadership.

Famous brands like Mercedez-Benz, American express and Rolex have the Ruler brand archetypes. 

The brand archetype couls be a perfect personality for your brand if

• brands that produce high-status products used by powerful people to enhance their power.
• For the products and services which can offer a lifetime guarantee.
• For a product at the moderate to high price range.

Here are several facts about Luis Vuitton.

1. You will never find a discounted Luis Vuitton product.
2. All the Louis Vuitton handbags are handmade and it takes more than a week to make one handbag.
3. The bags of Luis Vuitton are fireproof and waterproof, this is one of the reasons why they are so expensive.
4. Louis Vuitton’s Singapore Maison has an underwater access tunnel, bookstore, and a relaxation deck
5. Louis Vuitton created only one teddy bear on its 150th anniversary that was completely designed, developed and manufactured by their own company. Afterwords also 500 pieces were created. The price of the bear was 9000$.

These are just 3 fascinating examples of target markets of famous brands. Check out many interesting blog posts in thesocialgrabber.com.

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