3.2 Segmentation

The DKNY perfumes are divided into two segments, based on the consumer types they target -- perfumes for women and colognes for men. The main segment is represented by perfumes for women.

3.3 Targeting

The main market targeted by Donna Karan New York is constituted by above the average income women.

3.4 Positioning

The positioning strategy used by Donna Karan New York is a dual one. On the one hand, the DKNY perfumes are promoted as high quality, original perfumes. They have been created to enchant the senses of the buyers and they are sold at prices starting with $100 per bottle. On the other hand, Donna Karan has also strived to come close to the average American women and allow them to feel special by using a DKNY perfume. This has virtually translated into the creation of perfumes to be retailed at more affordable prices.

3.5 Communication...
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