Market research

Market research

A brief info:

Founded in 1974 by Silvano Gerani and Giuliana Marchini, the house produces women’s and men's accessories, fragrances and childrenswear. It has boutiques and outlets in cities across Europe, primarily in Italy but also in Limburg, Nicosia, Riyadh, Dubai, various cities in China, etc.

Starting as knitwear specialists, Iceberg were an early proponent of the concept of fashionable sportswear, later expanding into leatherwear and jeans.

Age breakdown of customers:

Statistics and surveys show us the following percentage of costumers: 41% - age 30-45

29% - age 20-30

19% - age 5-12

11% - age >45

Price: Luxury (average price 143-714 $)

Name: IceBerg

Image: Outside and sporty (sport fashion)

Sales outlets:

-Specialist boutique,

-Airport shops and hotels.

Promotion: