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LORNA JANE

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by

Chelsea Alexander

on 31 July 2014

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Transcript of LORNA JANE

TARGET MARKET
PERCEPTUAL MAPS
INTERNAL INFLUENCES
LORNA JANE
MOVE . NOURISH . BELIEVE
EXTERNAL INFLUENCES
DECISION MAKING PROCESS
15-35 yrs old
healthy and active lifestyle
fashion conscious
value and quality orientated
value conscious, durability and flexibility
Community presence and Active lifestyle
Comfort and Durability
Fashion conscious and Customer service
PERSONALITY
Value conscious
Materialistic
Innovative
Deed for cognition
Competitive
Self monitoring
Trait vanity
THE BIG 5 MODEL
Extroverted
Agreeableness
Open to experiences
Conscientiousness
LIFESTYLE
SELF CONCEPT
PERCEPTION
CULTURE AND MICROCULTURE
REFERENCE GROUPS
SITUATIONAL ENVIRONMENT
NEED RECOGNITION
SEARCH FOR INFORMATION
EVALUATION OF ALTERNATIVE
CHOICE
POST EVALUATION OF ALTERNATIVES
innovations segment
image and self expression
busy lifestyle
balance and healthy lifestyle
high need for body esteem
promotes an active lifestyle
joining 'sisterhood'
Adventurous and active
Outdoorsy and sporty
Encourage a strong social relations
Sisterhood
primary and secondary group
referent power
high level of identification
opinion leaders as ambassadors
product selection
website
in store
timing
atmosphere
Where the consumer realizes that there is a difference between their desired and actual state
Can be influences by marketers and reference groups
internal and external search
the consideration set model
brand loyalty and brand inertia
This is where consumers seek for information to help them create alternative options and to clarify their need.
both utilitarian and hedonic criteria
elaboration likelihood model
The phase which the consumer decides that Lorna Jane is the solution to their need.
exchange
cost and benefits
satisfaction or dissatisfaction
can impact others perceptions
return policy and loyalty program
MOTIVATION
Hedonic and utilitarian motivation
consumer involvement
EMOTIONS
VALS
1. Innovators
2. Experiences
3. Achievers
ATTITUDES
Experimental Attitude
Affect, Behavior, Cognition

Value Expressive
Ego defensive
&
SOCIAL MEDIA
multiple platforms
facilitates the micro culture
online interaction and relationships
social media marketing
The 'Lorna' girl realizes:
That she has the need for more active ware

She aspires to live an active, balanced and healthy lifestyle


She wants to be part of the Lorna Jane sisterhood community


She wants fashionable, flexible and comfortable clothing

High attention to detail
Elaboration Likelihood model
Costs
Benefits
time
money
effort
opportunities
risk
quality
convenience
image
positive emotions and experience
feeling of belonging and community
inspiration to follow an active and healthy lifestyle
Elements of Consumer Perception:
exposure, attention, comprehension


Phases of Consumer Perception process
sensing, organizing, reacting
Learning
Cognitive appraisal


Schema-based affect
Full transcript