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Olivia Zimmerman DSMR 310 Project 1A Brand Strategy & Market Analysis STELLA JEAN TARGET MARKET RESEARCH

The document outlines the target market research for Stella Jean, focusing on Gen Z and Millennials who value unique designs and cultural representation. It analyzes the competitive landscape at Nordstrom, identifying key competitors and pricing strategies, while highlighting Stella Jean's potential to differentiate through vibrant, multicultural aesthetics. Additionally, it discusses upcoming trends in colors, prints, and styles for the AW2025-26 season, emphasizing the importance of statement pieces and unique silhouettes.

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79 views6 pages

Olivia Zimmerman DSMR 310 Project 1A Brand Strategy & Market Analysis STELLA JEAN TARGET MARKET RESEARCH

The document outlines the target market research for Stella Jean, focusing on Gen Z and Millennials who value unique designs and cultural representation. It analyzes the competitive landscape at Nordstrom, identifying key competitors and pricing strategies, while highlighting Stella Jean's potential to differentiate through vibrant, multicultural aesthetics. Additionally, it discusses upcoming trends in colors, prints, and styles for the AW2025-26 season, emphasizing the importance of statement pieces and unique silhouettes.

Uploaded by

livizimi
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Olivia Zimmerman

DSMR 310
Project 1A Brand Strategy & Market Analysis

STELLA JEAN TARGET MARKET RESEARCH

iStock Images

Generation/Age Gen Z & Millennials, 1985-2000, 25 to 40 years old

She seeks unique, bold designs for self-expression and


Attitudes/Values
individuality. She values diversity and cultural representation.

She is globally minded, often traveling to experience new cultures.


Lifestyle/Behavior She engages in social activities like art exhibitions, music festivals,
book clubs and yoga classes.

Philadelphia, PA 90014
Per Capita Income
Median age: 31.5 years (18 to 34 years = 56%, 51% female)
Social Explorer Inc.
Income: $115,622 (under $50k = 24%, $50k to $100k = 21%)

Brands Shopped Ulla Johnson, Alice + Olivia, Isabel Marant, Farm Rio

Vibrant colors and eclectic prints with culturally inspired motifs,


Product Aesthetics
feminine silhouettes, and artisanal detailing.
STELLA JEAN COMPETITIVE LANDSCAPE RESEARCH IN-SEASON
AW2024-25 AT NORDSTROM

Top 3 Competitors:

Retailer Competitor 1 Competitor 2 Competitor 3

Nordstrom Alice + Olivia Rebecca Taylor Ulla Johnson

Nordstrom (US) Analytics:


Pricing Architecture

Womens Pricing Architecture at Nordstrom from Edited (retrieved Jan. 13 2025)

Pricing Architecture Findings


Stella Jean is closest aligned to Rebecca Taylor and Ulla Johnson, with an average price
range of $523. The average price at Rebecca Taylor is $443 and $533 for Ulla Johnson.
Product Patterns:

Women’s Pattern Assortment at Nordstrom from Edited (retrieved Jan. 17 2025)

Product Patterns Findings


At Ulla Johnson, 61% of products feature patterns, predominantly florals combined with
earthy tones and pops of color. Rebecca Taylor offers 42% patterned items, mainly florals
and lace, blending neutrals with vibrant colors. Alice + Olivia's collection includes 37%
patterned pieces featuring florals and lace in a wide assortment of colors.
Product Assortment:

Womens Category Breakdown at Nordstrom from Edited (retrieved Jan. 17 2025)

Product Assortment Findings


Alice + Olivia competes using statement pieces with bold, playful, unique designs and bright
colors. Stella Jean can compete by focusing on culturally rich prints and global influences,
offering designs that combine artistry with vibrant, fashionable aesthetics.
Rebbeca Taylor competes using a timeless, romantic, feminine aesthetic with a mix of
elevated basics and higher-priced fashion items. Stella Jean can compete by offering unique
designs that combine bold patterns with timeless styles, appealing to consumers who value
artistic expression over minimalist staples.

Ulla Johnson competes using its signature elegant bohemian aesthetic with handcrafted
details. Stella Jean can compete by emphasizing a vibrant, multicultural approach, offering

artisanal pieces with bold, colorful patterns and unique silhouettes that stand out.
STELLA JEAN TREND INTELLIGENCE AW2025-26

Color Print Tops Bottoms Outerwear

Saturated brights like bold red and electric indigo are versatile and
Color
key for trendy statement pieces.

Print Unique abstract designs, swirls, and polka dots in bright hues.

Button-down shirts in adjustable shiloutes with decorative details for


Tops
elevated basics.

Bottoms Midi skirts for timeless elegance with retro inspiration.

Bomber jackets with high-quality fabrics and primary colors for bold
Outerwear
and minimal designs.

Sources:
WGSN Reports (Retrieved January 18. 2025)
Women’s Colour A/W 25/26
Women’s Prints & Graphics A/W 25/26
Women’s Woven Tops A/W 25/26
Women’s Skirts A/W 25/26
Women’s Jackets & Outerwear A/W 25/26
STELLA JEAN RETAIL/MERCHANDISING STRATEGY IN- SEASON AW2024-25

Dress Retail/Merchandising Strategy


A-line mini dresses grew 119% YoY in Google searches and 74% YoY in A/W 24/25
catwalks.

WGSN - Buying Director’s Briefing: Women’s Key Items A/W 25/26 – January 18. 2025

Pant Retail/Merchandising Strategy


Wide-leg trousers grew 37% YoY, representing over half of the trouser assortment for A/W
24/25 catwalks.

WGSN - Buying Director’s Briefing: Women’s Key Items A/W 25/26 – January 18. 2025

Skirt Retail/Merchandising Strategy


Midi circle skirts grew 31% YoY with A/W catwalks, now holding 2% of the mix.

WGSN - Buying Director’s Briefing: Women’s Key Items A/W 25/26 – January 18. 2025

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