Alice McCall A1 [MKTG1450]-danchen

Danchen You: In this Pinterest board, I will explore the history, expression, influence, target market and several fashion leadership influence of Alice McCall's brand. The purpose of this research is to have a deeper understanding of the impact of consumers and a deeper understanding of Alice McCall.
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Danchen You
Most of the brand has set up stores in the city. The plaza in Sydney has opened 14 stores in Australia since 2004. The city is not only convenient for travel, but also very pleasant.
During the lockdown, Alice McCall witnessed the number of consumers in China, and the digital sales of Chinese payment platforms Alipay and WeChat Pay increased by 800%. Catering to its second largest demographic of shoppers, the company has introduced payment platforms in its boutiques and websites in recent months, and the use of payment services has increased significantly during the COVID-19 social isolation period.
During the lockdown, Alice McCall witnessed the number of consumers in China, and the digital sales of Chinese payment platforms Alipay and WeChat Pay increased by 800%. Catering to its second largest demographic of shoppers, the company has introduced payment platforms in its boutiques and websites in recent months, and the use of payment services has increased significantly during the COVID-19 social isolation period.

Segmentation Characteristics

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Alice McCall’s advertising copy and creativity have been carefully designed to position Alice McCALL as the preferred brand for any high-end occasion. Spring racing carnivals or weddings are important events we use to attract online and physical store customers.
Celebrating women and girls around the world for shaping a more equal future and from the COVID-19 pandemic. Dress for Success Sydney is a registered charity and continues to donate alice McCALL clothing to support Dress for Success and its continued outstanding work.
Alice McCall's customer base is very diverse, AMC has a very large Asian population, and the demand for size is available. It also provides a variety of models, giving people from more countries job opportunities.

Social influence

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Alice McCall likes to use retro elements very much. The series draws inspiration from the popular trends of the 70s, 80s and 90s, and mixes and matches with the theme of disco, focusing on fun and sexy dresses.
"I believe feminism means equality. A journey of a thousand miles always starts with one step. We can all participate in it and take some small steps to achieve this change." By Alice McCall
Inspired by the 80s, alice McCALL showed the 2018 autumn and winter series. This series shows a bold combination of patterns and retro-style tailoring.

Culture influence

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Alice McCall's first boutique opened in Paddington, Sydney in 2010. After that, Alice McCall quickly expanded to 13 Australian boutiques, occupying most of the well-known retail platforms such as Sydney's Westfield and Chatswood shopping malls.
Alice McCall named the brand after her own name. Her style emphasizes feminine and playfulness, with elements including complex flowers, whimsical prints and contrasting silhouettes. It appears regularly in fashion magazines, including Vogue, Harper's Bazaar and ELLE.
Alice McCall's mother is a fashion designer. Alice McCall and her mother used to make clothes for my Barbie doll together. She gave me great inspiration and made me the designer I am today.

Brand Expression

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The first selection was made by selected male models. This series of neutral designs feature, not only for the brand itself, but also for the wider fashion industry is a moment of cultural significance.
Footwear is another highlight. Disco shoes with thick soles are the iconic appearance of this period. We can see pink thigh boots and thick soles throughout.
"This is the rebirth of the supremacy of disco," the press release read. Alice McCALL launched her 2022 vacation series. We can see the embroidered paisley pattern of the 70s. The outstanding patterns are all mixed denim, psychedelic marble and medieval flowers with modern style.

Identified trends

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Alice McCall herself (The Founder& designer) has 3.2m follwers on instagram, It can be seen that many people like her and her clothes and agree with her trend.
Alice McCall really tries to create souvenirs and special, sensual pieces that can be worn for years. "I want our clients to wear our pieces happily and see them as creative expressions of their personalities."By Alice McCall
The cooperation with Net-a-porter is the most obvious step in leading its brand expansion strategy. Alice McCall has also been committed to creating pricing structures and addressing seasonal requirements. In addition to Net partners, McCall said she will continue to find suitable global partners to further expand the brand's distribution.

Fashion Leadership Influence

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