Marketing Project (Jeans) Essay
Marketing Project (Jeans)
Born and raised in Los Angeles, Paige Premium Denim is one of the world’s leading denim brands with its signature “perfect fit” and unmatched variety of styles that flatter the body. Paige Premium Denim was founded in 2004 by fit model Paige Adams-Geller on the principle that you don’t have to be a size zero to look great and feel great in a pair of designer jeans. Committed to using the highest quality materials, the denim line infuses considered, unexpected details into each and every design, combines Southern California casual with pure sophistication. Since the fit model known for having “the best butt in the business”, soon became known as the designer who makes “the best butt jeans” in the business.
She used her expertise and unique values to create the “perfect fitting jean.”1 Promising its clientele style they can make all their own, the brand has become a favorite among fashion influencers due to its impeccable styling, exceptional fit and fabric innovation. In constant development, Paige Denim has successfully created an inclusive, complete, and quality label; Paige products are sold in select, high-end retailers and specialty boutiques throughout the world.2 This report will analyze how Paige Premium Denim uses the 4 P’s of product, price, place, and promotion to deliver a quality product to its target market. Target Market
The target market can be classified as simply as celebrity style. Geographic Segmentation: Paige Premium Denim brand of jeans was created in the US and is focused around women who are located in California and surrounding area, and where jean trends are highly changing. The market numbers for this area are quite high as the climate doesn’t change with the seasons. With innovated technology and the ability to ship products worldwide, Paige Premium Denim is sold in 80 countries where jeans trends are highly sought after, such as London, England, and Pairs, France.
Demographic Segmentation: Paige Premium Denim targets women between the ages of 18-50 with a healthy lifestyle and an above average income. Generally these women have purchasing power with dominate careers and driven oriented in the fashion industry. Women who are still highly involved in family values are a prime target for this brand of jeans, especially North American women who value their health, career and family. Psychographic Segmentation: Paige Premium Denim is an advocate of healthy and positive self-image. It focuses on a status that allows women to feel like a celebrity. Trend setting actresses such as: Blake Lively, Katie Holmes, and Sarah Jessica Parker wear Paige jeans and allows for them to set trends to their followers.3 This product gives women the opportunity to wear celebrity clothing and in turn have a sense of status.
Benefit Segmentation: The idea of making such a high quality product for women gives them the sense of purpose; and that by purchasing Paige jeans the benefit they will receive is a sense of being a part of a celebrity trend setting genre. It gives a sense a power and confidence that each pair of jeans is designed with the customer in mind and fulfills that sense of purpose by feeling great once wearing them.4 Usage-Rate Segmentation: Jeans are a top article of clothing found in any person’s wardrobe not just women; however when it comes to clothing the market adapts to women’s needs in terms of usage and purchasing power. Once a new product is developed by Paige Premium Denim; loyal brand followers tend to purchase the product as soon as it comes available.” It is delivered as a ‘must have’ new item” says Marc, the owner of “The Art of Denim” clothing store in downtown Guelph, Ontario. Product Strategy
As the first woman to break into the male-dominated denim world, the “jeanius” of fit-model-turned-designer; the brand founder, Paige Adams-Geller, designs Paige Denim with her uniquely feminine perspective and fifteen years of “behind the seams” experience to create a denim brand that is designed by a woman that focused specifically on the desires of a woman.
The product promises that every style delivers a drop dead fit and each style is designed with the customer in mind. Fabrics used include: denim/ twill, fencel/ knit, corduroy, and coated leather.5 Paige uses only the finest fabrics and materials while each design is infused with thought and considered elements of women’s bodies. Styles include: ultra-skinny fit, skinny, straight leg, cropped, boot cut, flare, wide leg, curvy, petite, extra-long, and maternity fits. Paige jean’s goal is for women to have a tighter thigh area to create the look of a lifted backside, and while it is effective; it isn’t always the most comfortable.
Paige Denim is committed to using the highest quality materials and infusing, unexpected details into each and every design. For example, in the skinny leg style the back right pocket has a tiny pocket sewn into it that a credit card or ID card fits perfectly into. This allows women who are tend not to carry hand bags the opportunity to have a pair of jeans that will fit their needs. Colour is never just navy blue for Paige denim. It is, however; washed in dark, medium, and light denim, as well as non-traditional colours for denim such as red. Paige is from Alaska, and during her time when she visits, that when her inspiration takes place.6 The culture brings in different colours to experiment with as well as texture and materials. Size range from 23 to 34 waistband size or some labels can be read as, XS (extra small), S (small), M (medium), and L (large).
Paige jeans do come in a more extended range of sizes, such as its maternity fits with elastic waistbands. The length of each pair is also important; they range from 30 to 34 in length or from petite to tall. 7 Labelling is another important aspect for Paige jeans as they have re-launched its design to fit the growth of the company, as shown in Figure 1. Labelling is the one element of those changes. Here is the labels and tags in comparison to the original ones. Old Paige Tag New Paige Tag