MKT558

DIGITAL MARKETING

ASSIGNMENT (WEBSITE ANALYSIS)

NAME OF WEBSITE : PETIT MOI CLOTHING

PREPARED BY:

NO. NAME MATRIX GROUP

1. NORFARAH HANIM BINTI 2022981761

JAMALUDDIN
RBA2425D
2. NURUL HASNAH BINTI 2022736229
ZAKARIA

PREPARED FOR:

DR HAIRULNIZA ABD RAHMAN

SUBMISSION DATE:
10/11/2023
ABSTRACT

This report provides a comprehensive overview of Petit Moi, an e-commerce website

specialising in fashion, including "baju raya," dresses, and casual styles. It covers various
aspects of the business, focusing on its response to the macro-environmental factors that can
impact its operations and success. Petit Moi operates in a dynamic and competitive industry,
where external factors play a significant role in shaping its business landscape. The report
examines how economic conditions, cultural and social trends, regulatory changes,
technological advancements, and other macro-environmental factors can influence Petit Moi's
performance.

It highlights the importance of adaptability and strategic planning in response to these

external challenges. Petit Moi must monitor shifts in economic cycles, consumer preferences,
and regulations to make informed decisions and stay ahead in the market. Embracing
technological advancements, sustainability, and maintaining a competitive edge are crucial
aspects for long-term success.

The report underlines the need for agility and customer-centric strategies in order to thrive in
the ever-evolving fashion e-commerce sector. Petit Moi's ability to navigate and respond
effectively to the macro-environmental influences will determine its resilience and innovation
in the fashion industry. In conclusion, Petit Moi's capacity to proactively address and adapt to
external factors will be a key determinant of its sustainability and growth in the competitive
world of fashion e-commerce.

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TABLE OF CONTENT

CONTENT PAGES

1.0 INTRODUCTION 3

2.0 ONLINE CUSTOMER PROFILE 4-5

3.0 MICRO-ENVIRONMENTAL VARIABLES TOWARDS PETIT MOI 6-7

4.0 CONCLUSION 8

5.0 REFERENCES 9

6.0 APPENDICES 10

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INTRODUCTION

Petit Moi Clothing is a fashion haven where style meets comfort, and where the entire family
can discover the latest trends and timeless classics. As a local clothing company, Petit Moi is
committed to providing men, women, and kids with an unparalleled shopping experience that
reflects the essence of contemporary fashion. With an extensive collection of clothing and
accessories, Petit Moi offers a one-stop destination for individuals and families seeking
quality, affordability, and style. The brand is defined by a passion for fashion and a dedication
to ensuring that their customers look and feel their best. Whether you're on the hunt for
sophisticated workwear, casual essentials, or stylish outfits for special occasions, Petit Moi
offers a diverse range of options to suit every taste and preference. Petit Moi also uses the
latest tech to make shopping online with us super easy and fun. The goal is to make
customers' shopping experience awesome! Fashion changes all the time, and we keep up with
the latest trends. But most importantly, Petit Moi are here to help you express yourself
through your style.

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ONLINE CUSTOMER PROFILE

The online customer profile for Petit Moi Clothing is a dynamic mix of individuals who share
a deep appreciation for fashion, culture, and style. In terms of demographics, their target
market is versatile, encompassing both men and women of various age groups. However, it
leans somewhat more toward women. In parallel, their target audience focuses on women
aged 18 to 40, particularly those who are fashion-conscious and seek unique clothing options,
both for festive occasions, including "baju raya," and everyday wear. Notably, Petit Moi
caters to customers of all ages, including kids.

Geographically, Petit Moi primarily targets customers in Malaysia, where cultural

celebrations and stylish attire are of great importance. They may also extend their reach to
other countries with substantial Malay populations, particularly during the "baju raya"
"aidilfitri" season. International shipping broadens their horizons. Within these markets, the
target audience tends to be concentrated in urban and suburban areas, where the demand for
trendy clothing is high.

Psychographically, Petit Moi's target market includes people who treasure tradition, cultural
celebrations, and the essence of stylish clothing. Quality and uniqueness in attire are
paramount. Their target audience is a breed of fashion-forward individuals who skillfully
navigate between traditional and contemporary styles. They keep a keen eye on fashion
trends and eagerly embrace opportunities to dress up for special occasions.

Behaviorally, Petit Moi caters to both repeat customers and those who seek occasional or
seasonal attire, particularly "baju raya." Their target audience comprises fashion enthusiasts
who make frequent forays into clothing shopping, always on the lookout for new arrivals and
promotions.

Interests and values are intrinsic to Petit Moi's customer profile. The target market is deeply
intrigued by cultural and festive celebrations, fashion, and the art of looking impeccable for
special events. The target audience mirrors these interests and values, seeking clothing that
harmoniously combines cultural traditions with personal style.

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Understanding these multifaceted characteristics allows Petit Moi to finely tune their
marketing strategies, product offerings, and customer engagement. They create content,
promotions, and products that not only resonate with the specific needs and preferences of
their audience but also mirror the rich tapestry of tradition and style, be it for "baju raya,"
dresses, or everyday fashion.

Customers are drawn to Petit Moi's website for its extensive collection that caters to every
family member and occasion, offering a one-stop shopping solution. The brand's thoughtful
pricing strategy ensures affordability across various income levels, attracting cost-conscious
shoppers. The convenience of online shopping from the comfort of home, especially for
families, enhances the overall experience. Petit Moi's dedication to quality and staying
updated with fashion trends guarantees that customers find clothing that aligns with the latest
styles, and their family-focused approach simplifies shopping, making it a top choice for
parents and caregivers.

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MACRO-ENVIRONMENTAL VARIABLES TOWARDS PETIT MOI

The economic landscape plays an important role in shaping the online clothing market.
Economic conditions, such as recessions or periods of economic growth, can significantly
influence consumer behaviour. During economic downturns, consumers tend to become more
price-sensitive, searching for discounts and value for money. In such times, Petit Moi should
adapt to economic fluctuations and respond by offering affordable clothing options,
promotions, and loyalty programs to retain and attract customers. On the flip side, during
economic upturns, the focus can shift to premium or luxury offerings, aligning with
consumers' increased willingness to spend on quality attire.

Technological advancements have revolutionised the online shopping experience. Features

like mobile shopping apps and augmented reality (AR) for virtual try-ons have become
integral to e-commerce. For Petit Moi, keeping pace with these technological trends is
imperative. Offering customers a seamless and innovative shopping experience is essential.
Integrating AR or virtual fitting rooms, for instance, can transform the buying process into an
interactive and enjoyable journey, enhancing customer engagement.

Social media platforms, particularly Instagram and TikTok, have emerged as significant
influencers in the fashion industry. They wield considerable power in shaping fashion trends
and driving consumer demand. Petit Moi can harness the potential of social media by
collaborating with influencers, launching social media advertising campaigns, and crafting
shareable content. Building relationships with social media influencers and maintaining an
active online presence can significantly boost brand visibility, helping Petit Moi stay relevant
and connected with its target audience.

Legal and regulatory factors are integral to the fashion industry, affecting labelling
requirements, consumer protection laws, and data privacy regulations. Compliance with these
factors is vital to avoid legal issues. Petit Moi must ensure that its online operations adhere to
relevant laws and regulations. This includes safeguarding customer data, adhering to labelling
and advertising guidelines, and ensuring a transparent and fair return policy, all of which
contribute to building trust and credibility.

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Sustainability and environmental concerns have gained prominence in recent years. As more
consumers prioritise eco-friendly and sustainable practices, Petit Moi can tap into this trend.
Offering sustainable clothing lines, utilising eco-friendly materials, and transparently
communicating the brand's commitment to environmental responsibility can attract
eco-conscious consumers and align Petit Moi with evolving consumer values.

Cultural shifts and evolving societal values impact fashion choices. The importance of
cultural diversity and inclusivity is on the rise, influencing clothing design and marketing
strategies. Petit Moi can reflect this cultural diversity and inclusivity in its clothing offerings,
advertisements, and choice of models. Embracing diversity and promoting inclusivity not
only resonates with a broader customer base but also positions the brand as socially
responsible and in tune with contemporary values.

In conclusion, Petit Moi's response to online macro-environment variables is crucial for its
success in the dynamic online clothing market. By being proactive and adaptable in the face
of changing economic conditions, technological advancements, social media trends, legal and
regulatory factors, sustainability concerns, and evolving cultural values, Petit Moi can
maintain a competitive edge and foster customer loyalty in this ever-evolving industry.

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CONCLUSION

In a nutshell, Petit Moi is all about adapting to changes in the fashion world. They understand
that the economy, technology, social media, laws, sustainability, and diversity all play big
roles in how people shop for clothes. Petit Moi does a great job by offering affordable and
high-quality clothes depending on the economy. They also use technology to make online
shopping easy. Social media is important for them, and they work with social media stars to
get the word out. Following the rules and being eco-friendly are also a big part of what they
do. They show that they care about people from all backgrounds and make clothes for
everyone. By staying flexible and listening to what customers want, Petit Moi will continue
to be a top choice for online fashion.

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REFERENCES

1. https://www.nst.com.my/amp/lifestyle/flair/2022/06/801295/sheer-delight-petit-mois-
charming-collection
2. https://www.thestar.com.my/lifestyle/style/2023/08/07/iman-kamarudin-of-local-fashi
on-label-petit-moi-wants-to-make-a-positive-shift
3. https://www.nst.com.my/amp/lifestyle/flair/2022/05/793545/petite-moi-opens-bangsar
-village-ii-store
4. https://headtopics.com/my/iman-kamarudin-of-local-fashion-label-petit-moi-wants-to-
make-a-positive-shift-41921525
5. https://www.thesundaily.my/archive/refined-simplicity-HUARCH509022

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APPENDICES

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