Surfing on the web looking for some research for my assignment I came across a girl’s only outdoor clothing company, Cilla, that started somewhere in Whistler 4 years ago… The main icon Cilla offers is the “Cilla’s Band” which is basically an interchangeable skirt attached to selected tops. This band works as a water repellent for your back (since snowboarders are resting a lot on their bottoms on the hill) and is also interchangeable with many colors and designs.

This company actually is a clear example of the Segmentation part of the STP. This brand uses a mix of demographic, psychographic, and product-related segmentation bases.

Pricilla Levac, the founder, is a well known professional snowboarder especially in Canada.

She focused her products on girls who snowboard and care about the environment at the beginning, but she saw more potential in her products than just snowboarding; and now they work for any type of activity (such as Yoga, hiking, and even skiing).

When she first started she segmented her product towards females of ages between 13 and up (demographic variables), who snowboard (psychographic variable), and look for a product which looks good and is waterproof (product-related variables).

Within the years Pricilla sought for more environmental fabrics, it is up to date that she manufactures her clothing with the latest eco-friendly materials. (www.cilla.ca/environment)

• Bamboo: is naturally “green”, fully sustainable, requires no pesticides, requires little irrigation, regenerates in 50 to 60 days and is fully biodegradable.
• Repreve: is yarn made from recycled material (mainly plastic bottles) and takes less energy to make than starting from scratch. It’s one of the most Earth-Friendly fabric ingredients in the world.
• ChitoSante: a fabric that is made from a natural biomass called “ChitoSan”. ChitoSan is made from crab and shrimp shells, it is absorbent, breathable, durable, fast dying and pilling resistent. Along with these benefits, ChitoSante has natural and durable anti-bacterial properties. It inhibits the growth of bacteria, stays fresh, hygienic, and odor resistant. 

Thanks to these eco-technology fabrics she was able to expand her psychographic segmentation with an ecological lifestyle variable.

The only down side of this company is that they only target females, I would love to have clothing with these kind of eco-tech features!

For more info about Cilla or Pricilla check her website: www.cilla.ca

Posted: 02|3|11 at 11:11 pm. Filed under: Uncategorized.
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