The Italian brand targets both men and women, with high income and spending power. However in this project I will focus on womenswear. The buying customers are cosmopolitan women from an age group of 25 to 48 years old, with an active lifestyle, independent, confident and willing to wear something bold and unique, colorful and usually oversized, while staying feminine. They have good financial stability and are highly intellectual, curious about the world. However, younger audiences -mostly Millennials in their late 20s and 30s- are also attracted by the brand because of itsexclusive and creative pieces, and engage with it through social media and by attending events such as catwalk shows. This group is important to consider, as nowadays many luxury brands are increasingly targetting younger audiences, through campaigns, events and creative collaborations, and are adapting their chore values and identity to the interests of younger consumers with growing spending power. Marni’s target customers are Gen Xers, ‘Xennials’ and, to some extent, Millennials.

The Marni woman is conscious of what she buys –she knows how to appreciate a garment for its quality and craftsmanship, and gives importance to a product’s manufacturing; she expresses her individuality through her clothing and purchase decisions, and has a passion for art and culture. Women in this target group ‘‘gravitates towards premium and often luxurious brands and experiences to affirm their identity’’ (Marketing Executive Digest), as a way to feel unique