Chic Marie: Assessing Clientele, Tech Impact & Fashion Products

This assignment delves into the fashion product purchasing plan for the high-end store Chic Marie. It begins by defining the target clientele, women aged 35-55, focusing on their lifestyle, income, and consumption habits, emphasizing their fashion-forward nature and desire for trendy items at reasonable prices. The assignment then explores the influence of technology on product purchasing, highlighting big data and in-store tech like self-service checkouts to enhance shopper experience. Furthermore, it identifies five fashionable products for Chic Marie's next collection: bags, swimsuits, professional suits, boho jewellery, and sunshades, detailing their dimensions, price ranges, and comparisons with well-known manufacturers like Zara and Mark and Spencer. The analysis includes materials, designs, and the needs of the target demographic.

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The clientele of Chic Marie
The clientele of Chic Marie is made up of women and it ranges between the ages of 35-55.
This target group belongs to the mid-range income and like to try the latest fashion products.
The target segment has maintained such a lifestyle that likes to go for the shopping on a
weekly basis. The targeted clientele is fashion-forward and trend conscious. The customers
are also certainly sensitive towards having most up to date and fashionable clothing and
accessories at a reasonable price. The clientele of Chic Marie is like to shop at its store then
going to different stores and buying from them. The customers seek for the branded value and
Chic Marie is capable of providing it. The segment is even empowered by the internet,
globalisation and technological innovation. The fashion has become rapid for the customers
followed by the acceptance. The customers keep the close watch on fashion and expect to see
the new designs in the stores (McNeill and Moore, 2015).
Technologies which can influence product purchasing
The technologies have a great role in influencing product purchasing. The pioneering
technology can drive the system by comprising big data. It creates a universal shopping
experience encompassing both brick and mortar locations and online stores. This technology
is even helpful in tackling the direct competitors. It even assists in updating collections for
almost 6 times in a year. The brand also produces in the least number of designs which
promotes buyers to purchase the product as they are likely to buy the exclusive products. The
sophisticated technology can also be driven by Chic Marie to enable information for the
buyers so that they can take the decision to purchase the products. It assists to respond
effectively for the developing trend (Liao, et al. 2019). The design team of the company also
observes buyer’s behaviour by visiting nightclubs, universities and other venues. The
designers and customers are a critical part of the company’s strategy. Chic Marie can also use
in-store tech to enhance its frustrating shopper experience. The self-service checkouts can be
launched to enable customers to skip queue and purchase items through doing it yourself
kiosks. It will abolish long queues completely and will motivate buyers to purchase the
products even in a short period of time (Patel and Harnett, 2018).

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Fashion products
Chic Marie will choose five fashionable products to be part of the company’s next collection
like bags, swimsuits, professional suits, boho jewellery and sunshades.
Bags: Chic Marie will be offering sling bags and bag packs as both types of bags are in the
trend and meet the criteria of the target market which is 35-55 year age. This segment mainly
belongs to the professional group and carries sling bags on a regular basis. Such people also
tend on the trips in the holiday season so bag packs are their essential need (Jimenez, Valdes
and Salinas, 2019).
Swim suits: Chic Marie will meet the need of the target market by offering a different type of
swim suits for the target segment (Griva, et al. 2018). The swim suits will be made available
in different colours. The sizes will be offered in XS, S, M, L, XL and XXL.

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Professional suits: The professional suits for the target segment will be offered in both
summer and winter stuff. The suits will be made available in XS, S, M, L, XL and XXL for
women. It will even comprise of the several designs.
Boho jewellery: The boho jewellery is in the trend nowadays and women like to match the
boho jewellery with regular clothes.

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Sunshades: The sunshades are always in demand. Other than protecting from the sun raises, it
has become a trend to put on the shades as it is more like style statement nowadays.
Different dimensions of the product
The bags offered by Chic Marie will be of durable and good quality. Fine leather will be used
in the sling bags. The waterproof and recyclable material will be used in the bag packs. The
bags will vary in the range of $15- $75. The price range offered by the company will meet the
demand and needs of the target group. Other products like swim suits will be offered in
several designs by Chic Marie. The fit will be made available from extra skinny women to
the plus size women (Končar and Leković, 2016). The range of the swim suits will start from
$10- $80. The professional suits to be included in the product category of Chic Marie will be
offered in sober colours. These suits will meet the need of professional women completely.
The professional suits will be offered in the range of $60- $150. The boho jewellery is in
trend and the women also keep on asking for such kind of jewellery. The jewellery will be
offered in several designs in the range of $12- $50. The sunshades will be offered by Chic
Marie in the brown, black, white and blue shade in the different shapes (Choi, 2017). These
shades will be cost to the buyers from $20-$60.
Products of the well-known manufacturers
Bags of good quality are made available by Zara. Zara keeps update with the latest trend. The
bags are packed with variety from embellished slings to the bag packs which can carry
everything. These bags are also made available in the different forms and deigns. Chic Marie
has also initiated to add bags in the product category. It will be offering wide selection.

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Mark and Spencer has attained popularity in offering swim suits. The swim suits are offered
by the company in the several forms. The stuff of the swim suits is of supreme quality. The
company is meeting expectations of the target customers efficiently (Xu and Liu, 2019).
Sunshades from Charles and Keith are of good quality and at the good prices. The
expectations of the customers are fulfilled by offering the products wanted by them. Several
shapes offered by Charles and Keith fascinates to the women.

Business retail 6
References
Choi, T.M., 2017. Pricing and branding for remanufactured fashion products. Journal of
cleaner production, 165, pp.1385-1394.
Griva, A., Bardaki, C., Pramatari, K. and Papakiriakopoulos, D., 2018. Retail business
analytics: Customer visit segmentation using market basket data. Expert Systems with
Applications, 100, pp.1-16.
Jimenez, D., Valdes, S. and Salinas, M., 2019. Popularity Comparison between E-Commerce
and Traditional Retail Business. International Journal of Technology for Business, 1(1),
pp.10-16.
Končar, J. and Leković, S., 2016. The role of retail strategy in the development and
efficiency of business on the global electronic market. Strategic Management, 21(4), pp.22-
28.
Liao, L., He, X., Zhao, B., Ngo, C.W. and Chua, T.S., 2018, October. Interpretable
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McNeill, L. and Moore, R., 2015. Sustainable fashion consumption and the fast fashion
conundrum: fashionable consumers and attitudes to sustainability in clothing
choice. International Journal of Consumer Studies, 39(3), pp.212-222.
Patel, A. and Harnett, D., 2018. Inventory management in a small retail enterprise. The
Journal of Applied Management Research Ideas, 2(1), pp.30-37.
Xu, P. and Liu, D., 2019. Product engagement and identity signaling: The role of likes in
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