Business, Accounting and Financial Studies

Agnes b., a French lifestyle brand founded in 1975, operates 35 stores in Hong Kong. In recent years, the brand, which was perceived as a fashion house, has diversified its business.

Agnes b. has established a catalogue for fashion market. These include Femme for women's wear, Homme for men, and Enfant for children. In addition to fashion and accessories, the brand has recently started to combine florist, Fleuriste, with fashion or cafe with fashion in its outlets.

In October 2013, it opened a 13,000-square-foot store at the K11 shopping centre in Tsim Sha Tsui. The store provides fresh product such as vegetables and fruits. Customers can dine at the cafe.

 

1. Who are the target customers of the following?

Agnes b FEMME

 

Agnes b Enfant

 

Agnes b Fleuriste

 

2. How does a Agnes b. segment the market?

video: 鍾楚紅 薛凱琪 方大同 劉青雲 Amanda S. 法鍾情 agnes b.@memaghk

3. With different product, Agnes b. servies customers from different segments.

What are the advantages of this marketing strategy?

Anges b: Marketing plan

 

4. Do you think that operating a cafe and florist would not be consistent with Agnes b's position? Explain.

 

 

 

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