This fashion marketing unit focused on market analysis and a consumer pen portrait based on a fashion brand where I chose Loewe as my focus. When looking at the market overview and company background I analysed relevant data. Macro and microenvironmental research included research into PESTEL factors as well as Porter’s Five Forces. Competitor analysis required identification of several factors as to why certain brands are competitors and I presented this in a perceptual map. The pen portrait was important to identify a consumer of Loewe. To achieve this I used segmentation analysis, buying behaviours and brand touchpoints. Resources I utilised during this project included Edited, Statista and Acorn.