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MadewellPresentation.pptx
Madewell
Kaylynn St. Peters
Hi my name is Kaylynn St. Peters and I will be presenting on The Madewell Company
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Table of Contents
Company History
Target Audience
Consumer Behavior
Styles and Trends
Marketing
Summary
Here is the table of contents for what I will be discussing during this presentation. I will start with a brief company history, I will then talk about Madewell’s target audience as well as their behavior, I will talk about the styles and trends, marketing strategy, and a summary of the Madewell fashion forecast.
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Company History
Founded in 1937 by the Nosowitz family
Originally sold heavy-duty workwear
Sister label of J. Crew
The “darling of casual America”
Madewell was founded in 1937 by the Nosowitz family, who originally sold heavy-duty workwear items like pants and jackets. The Nosowitz family says that there is little in common with the original company today, but strong and sturdy denim is what started it all.
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Target Audience
College-aged to young professionals
Financially independent
Madewell is a company that is known for their timeless, effortless, and well, “made well” clothing items. Madewell’s target audience is young, fresh, and able to afford quality clothing items. They market and cater to young individuals who are as young as college-aged, to young professionals, or anyone in the young adult demographic who wants to look sophisticated but also relaxed, and can afford to do so. Madewell is a lifestyle brand that caters to young, creative, educated, and affluent individuals.
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Theme and Color
Evergreen
Denim
Neutrals
Timeless
The Madewell colors are relaxed, with a focus on denim and everything that goes with denim. The colors range from relaxed neutrals to every type of denim, to vibrant prints to match, and they even currently have a “botanical” clothing line (Madewell, 2021). The colors are made from plant-based sustainable dyes, that feature modern takes on retro styles. Madewell’s theme is Evergreen. It effortless fashion with sophisticated, honest, and timeless looks that are also sustainable.
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Consumer Behavior
The “Upwardly Mobile”
Ages 25-40
Well-educated
White Collar Jobs
Disposable Income
Madewell customers care about the environment, the labor source, company transparency, and brand loyalty
This Lifestyle group is considered to be Upper midscale and younger, mostly without kids, according to the Nielsen PRIZM Lifestage Groups (2021). This group tends to be upwardly mobile, young professionals, and typically between the ages of 25 and 45. They also are usually well-educated individuals that often have “white collar” jobs. The typically, but not always, have a generous amount of disposable income that allows them to spend easily, and thus are great boosters of the economy. The upwardly mobile is of a higher social class, participating in the community, and generally have independent or liberal political beliefs. Upwardly mobile assumes that the individuals are moving from a lower social class to a higher one.
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Silhouettes
The Madewell silhouettes presented are wildflowers, evergreen woods, outdoors, earthy artisan, sage sister…. (next slide)
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Silhouettes cont.
… working girl, earthy leisure, boho prairie, greens and neutrals chic, and flower girl. Whatever look you are going for, Madewell has you covered for all of your fashion needs.
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Styles & Trends “Evergreen”
The styles have these descriptive words to offer, bring feels of adventure, comfort, earthy, authentic, and timelessness.
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adventurous, eclectic, and rustic
comfort and inclusivity
authentic and approachable
natural-feel
earthy tones
flowy shapes
sustainability
Competing Companies
Banana Republic
Contemporary classics for the young professional
“Style that endures”
Leader in lifestyle and retail
Luxury and business-friendly clothing
Same target market, but Madewell offers more comfortable styles, denim, and home items
Anthropologie
Honest women’s clothing for young, professional women
For “hip 20-30 somethings”
Clothing that has a modern, upbeat attitude
Blurring of weekend to work clothing
Similar target market, but Madewell offers more trendy and hip, casual styles as well as furniture and home items
Madewell has many competitors but they have been able to distinguish themselves.
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Here are a couple Madewell mood boards, showing off the aesthetic that the Madewell Brand is offering their consumers.
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Summary
Madewell appeals to college aged to young professionals who are free thinkers and who have some disposable income
Madewell outcompetes the competitors by creating an aesthetic and creating durable and style denim
Madewell embodies a lifestyle: a free-spirited, natural and timeless existence
Madewell appeals to college aged to young professionals who are free thinkers and who have some disposable income. They outcompete the competitors by creating an aesthetic and creating durable and style denim.
Madewell embodies a lifestyle: a free-spirited, natural and timeless existence
Thank you for listening to my presentation!
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Works Cited
Charm, T., B., Coggins, Robinson, K., Wilkie, J. 2020. 2020. “The great consumer shift: ten charts that show how US shopping behavior is changing. McKinsey & Company. https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-great-consumer-shift-ten-charts-that-show-how-us-shopping-behavior-is-changing.
Madewell. 2021. Botanical Colors. https://www.madewell.com/womens/labels-we-love/botanical-colors.
Maheshwari, S. 2019. Madewell diverges from J. Crew as a darling of casual America. New York Times.https://www.nytimes.com/2019/09/17/business/madewell-ipo-j-crew.html.
Popcorn, F. 2013. “The Single-arity: Rise of the Solo Citizen.” Huffpost.
https://www.huffpost.com/entry/the-singlearity-rise-of-t_b_2766471.
