EU SEGMENTATION BY PRICE/QUALITY RATIO

S# SEGMENT
1 High price luxury segment market share 5-10%

PRODUCT CRITERIA
Exclusive luxury High quality materials (Designer-) brand-name goods with image effect

STORE CHOICES
Excusive retail store Designer stores Special departments in department stores Special mail-order companies

BRAND NAMES
Donna Karan, Nicole Farhi, Georgio Armani, Joop!

FASHION CRITERIA
Fashionable colours Changes every season Special designs and exclusive artworks

PRICE CRITERIA
Price less important

Upper middle price segment

Brand-name goods High quality materials Fashionable

Independent shops Shop in shops Manufacturers direct stores Department stores

Zucchi, Bassetti, Van Dijck, Vossen, Freyte

Many colours available Exclusive designs but with fewer colours than the luxury segment

Acceptance of price for fashionable collections and consumer brands

market share 15-20%

collections Broad range in design Trend setters

Middle to high price segment market share 20-25%

Good quality Trend-following or classical assortment Brand-name goods

Independent shops Department stores Mail-order Interior department stores

Cinderella Irisette Habitat

Standard colours and each season some fashionable colours Common designs

Price thresholds must be observed

Low to middle price segment market share 35-40%

Basic quality Limited range of colours and designs Fashionable

Interior department stores Variety stores Value retailers

Private labels like Ikea, Marks & Spencer, Hema

Standard collections with less variations per season Limited number of designs

Price important

low price Low or very segment market share 15-20%

Basic or low quality Special sales/ offer Inexpensive Product

Variety stores Discounters Super- and hyper-markets street-market

No brands

Standard products without Paticular fashion requirements

Special (low) prices, price is decisive