Nino Rossi by Apex has been in the market with its

unique brand personality. This tries to be unique and

different from other existing female shoes. Majority of
the focal point for selling Nino Rossi are upper middle
and upper class. But they also have some shoes for the
middle class customer.
Apex mainly focus on demographic and psychographic
segmentation for Nino Rossi. The demographic market
segmentation is perfect for acquiring new market
strategy as it is always associated with consumer needs
and wants. And the psychographic segmentation is
helpful for design and style view of the consumers.

Demographic Segmentation:
Gender: Female
Age: 15-45
Income Class: Middle class-Upper class
Profession: College and university students, office going
women, entrepreneurs.

Most of the women in this segment are energetic,

enthusiastic, like buying stylish footwear and brand
oriented.

Psychographic Segmentation:
Personality: Bold
Values: Timeliness, enjoyment, career focusing, active
and energetic
Lifestyle: Stylish and personality oriented, has special
fashion taste.

Nino Rossi has special outlook in this segment and thus

it always brings stylish collection.
Nino Rossi’s collection always says to its customers. It
offers ladies bags and purses as well with the show
matching theme, that always satisfies the
psycholographic needs of the consumers. Aside of that,
the segmentation based on income is also good nature of
Apex from the very starting. Nino Rossi’s price range
also gives consumers what they need at that point and
how much they may consume. The stylish office going
women also wants durability with style. Nino Rossi has
good hand on that purpose. In Bangladesh, we have
verity of occasions in which we tend to buy the new
design shoes and Apex is creating a real difference in this
category with the help of their professional designers.
Nino Rossi also takes that in their research and
development and produces program themed women
footwear. It takes psychographic segmentation in strong
point. The demographic segmentation helps Nino Rossi
to compete with its competitors and keep its consumers
for long time. Last but not the least that it needs honest
growth that is why like the consumer it is also very
careful to the shareholder or owners. It gives
the promised dividend to their shareholders from their ne
t profit. And the regular research also helps the brand to
go with the segmentation perfectly.