Tereza Macegova BA (Hons) Fashion Business and Management
Fashion Enterprise Project: Self
For my final project, I created a business and marketing plan for Self - a bespoke fragrance company.
Self was created in response to consumers realising that the concept of one type fits all is unrealistic, and applying personalisation techniques used within fashion and beauty to the fragrance sector. In-store fragrance shopping can leave consumers overwhelmed, due to the significant number of fragrances to choose from, which often results in consumers purchasing a fragrance they do not like or resonate with.
Fragrance consumers utilise their fragrances as a form of self-expression, confidence boost or a final touch to their outfit. Due to the lack of personalisation from day-to-day fragrances, there is a significant gap in the market, which Self is addressing. Millennials and Generation Z are the largest luxury target audience as they account for 72% of the overall international luxury fragrance market. These consumers value brands with a story, purpose, and consistent product quality, making them Self’s desired target audience.
The brand’s USP is presented by exploring the hidden meaning and potential of fragrances, resulting in simplification of the fragrance purchasing process. This ensures consumers choose what reflects their personality without experiencing the sensory overload of regular in-store shopping.