XFashion has explored other segments to expand the business, such as luxury, children’s and man’s fashion. The company has decided to postpone targeting the luxury segment, because, according to Julia Bernstein, Chief Operating Officer of XFashion, “the segment proves not to be ideal”. Conversely, the company will launch XFashion Men in December, by adding men’s apparel and accessories in response to strong client demand. “Since day one, we’ve heard from XFashion husbands, boyfriends, brothers and dads that they would love a XFashion service for themselves,” said Bernstein. In addition to style services that directly compete with XFashion, such as Nordstrom’s Trunk Box, the men’s apparel segment is also targeted by other competitors. Some offer only a specific item, such as the Tie Subscription Club or the Socks Society, in which customers pay a $45 monthly fee to receive 6 new pairs of socks every three months. Others focus on a brand or lifestyle, such as Under Armour’s subscription box ArmourBox , which delivers sports gear to customers. 1. explain why X fashion has refrained from targeting the luxury segment and decided to target the male segment.  2. Use the three-step cultural branding perspective to recommend X fashion to target the luxury segments.

XFashion has explored other segments to expand the business, such as luxury, children’s and man’s fashion. The company has decided to postpone targeting the luxury segment, because, according to Julia Bernstein, Chief Operating Officer of XFashion, “the segment proves not to be ideal”. Conversely, the company will launch XFashion Men in December, by adding men’s apparel and accessories in response to strong client demand. “Since day one, we’ve heard from XFashion husbands, boyfriends, brothers and dads that they would love a XFashion service for themselves,” said Bernstein.

In addition to style services that directly compete with XFashion, such as Nordstrom’s Trunk Box, the men’s apparel segment is also targeted by other competitors. Some offer only a specific item, such as the Tie Subscription Club or the Socks Society, in which customers pay a $45 monthly fee to receive 6 new pairs of socks every three months. Others focus on a brand or lifestyle, such as Under Armour’s subscription box ArmourBox , which delivers sports gear to customers.

1. explain why X fashion has refrained from targeting the luxury segment and decided to target the male segment. 

2. Use the three-step cultural branding perspective to recommend X fashion to target the luxury segments.