What segmentation variables are marketers using in this example?
You would never know that consumers are more frugal these days if you look at the new children's lines from fashion houses such as Fendi, Versace, and Gucci. Toddler high fashion is not new, but designers are taking it to new levels and extending it beyond special-occasion clothing to everyday wear. In the past, some of the little girls marching down fashion runways carried dolls with matching outfits. But now, many of the little children's fashions are geared around matching mom and dad clothing. Jennifer Lopez and her little ones helped Gucci launch a line for babies and children aged 2 to 8 years old. A Gucci children's outfit with a t-shirt, skinny jeans, a belt with the trademark double-G, a raincoat, and boots will set mom and dad back about $1,000. A Burberry children's double-breasted trench coat for a baby runs $335, a bargain compared to mom's matching $1,195 trench coat. The CEO of the Young Versace brand sees growth in this market and anticipates this brand making up 10 percent of the company's global sales in only a few years.