Logo is simple and self-expressiveStylish and Contemporary Elegance

Competitive Advantage –High Quality; CreativityValue Proposition –“More for More”

Income - HighPsychographic – Luxury LifestyleBehavioral – High-Quality Fabrics

SEGMENTATIONConcentrated (Niche) –Made to Order DressesDifferentiated (Segmented) –Eyewear, Perfume, Jewelry,Shoes, Watches.

Innovation of upscale products into theMinds of affluent customers

Logo has owner’s initials and isUnique and sophisticated

Competitive Advantage –Provocative Advertising Value Proposition –Exclusivity; Simplicity

Demographic – AgePsychographic – Dresses not of

Common Taste

SEGMENTATIONConcentrated (Niche) –DressesDifferentiated (Segmented) –Innerwear

Focus on customer needs whether it’s luxury ornecessity

Logo has conventional lettering but

unconventional ‘teardrop’ edges

Competitive Advantage –Low Price; High QualityValue Proposition –“More for Less”

Income - Middle to HighGender - WomenLifestyle - Unique Luxury Fashion

SEGMENTATIONConcentrated (Niche) –DressesDifferentiated (Segmented) –Eyewear, Perfume

"Women want things that are more PERSONAL, they want something that is LESS EXPENSIVE than couture but MORE than standard ready-to-wear."