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Target market; segmentation, evaluation, and position
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We identified our target market as Jessica Smith. She is married with two children and lives in a rural suburb outside of the city. Jessica graduated from Iowa State University with a degree in graphic design. She is currently an art director in Minneapolis, MN and makes approximately $70,000. As a creative person, Jessica is constantly looking for a way to express her personality through clothing. She lives a high-style life and prefers authentic animal skin in apparel products. For this reason, she is willing to spend more for a higher quality product. Her personality plays a pivotal role in her fashion. Being an art director, she must take risks. This is also seen in her clothing. She has a modernistic style, but likes small accents and …show more content…
tailored its newest skirt to meet her desires. Rather than a classic pencil skirt, the team developed a chic asymmetrical skirt with a 100% leather trim and gold exposed zipper, as a way to convey her creative nature. This skirt is perfect for our edgy yet feminine target market. It is great for her fast-paced lifestyle; the zipper, which is a popular trend, is fashionable and functional. It provides a simple closure that allows for a quick slip-on, while contributing to a funky aesthetic. The customer will find the jersey knit to be extremely comfortable, especially when she is on the move. The skirt can be worn to work or social gatherings; she will get her money's worth in this product. Finally, the cost of this skirt is $150. There are many factors that contribute to the costs. A few aspects that are responsible for the price is the genuine leather, an important component to our customer. As well as the applications and assembly process to produce the skirt. We want to ensure we use the best procedures appropriate for the construction that will enhance the quality of the skirt.
Our customer would purchase this skirt because of its unique characteristics that portrays her edgy and feminine personality. Compared to a basic pencil skirt, this one has an innovative form and modern design which is tailored to her clothing style. She will also value the deviation from a typical woven skirt, with our jersey knit fabric. The moment she tries it on, she will feel the ease
In the article, “The Fashion Industry: Free to Be an Individual” by Hanna Berry, Berry discusses how for decades women have been told to use certain products and that if they used those products they would be beautiful. Women over the years have believed this idea and would purchase items that promised to make them prettier, thinner, smarter and even more loved. However, in reality it was never what they wore on their bodies that helped them be any of those things; but what it did help with was to empower women to become fearless and bold by what they chose to wear on their bodies as a form of expression.
In the 1997 article Listening to Khakis, published in the New Yorker, Malcolm Gladwell effectively paints a vivid picture of the thought and science that goes into advertising campaigns. Gladwell begins his paper by focusing on the Dockers’ advertising campaign for their line of adult male khaki pants, which he labels as extremely successful. This campaign was the first line of successful fashion advertisements aimed directly toward adult males (Gladwell, 1997). This campaign was cunningly simple and showed only males wearing the pants being advertised with the background noise filled with men having a casual conversation (Gladwell, 1997). This tactic was used because studies showed that Dockers’ target market felt an absence in adult male friendships. (Gladwell, 1997). The simplicity of the advertisements was accentuated as to not to deter possible customers by creating a fashion based ad because, based on Gladwell’s multiple interviews of advertising experts, males shy away from being viewed as fashion forward or “trying to hard” (Gladwell, 1997).
In “The man behind Abercrombie and Fitch.” An interview conducted by Benoit Denizet-Lewis displays a glimpse into the life of Mike Jeffries and his views of his company only hiring “good-looking” people and targeting “good-looking” people to wear his clothes. This has been done in order to force his audience to recognize that the issue of acceptance one’s peers and exclusion of a community mentioned by Mike Jeffries, is a result of cultural perceptions and individual self-image. Denizet-Lewis skillfully shows that while Jeffries remarks of not wanting the “not-so-popular” kids to shop in his stores, it poses a question to consumers asking what change in our attitudes will come or if there will be any change at all. Thus comes the issue of how consumers today have a shift in the reasoning behind why one buys clothing and the motivating factors that influence one to buy certain clothing. Denizet-Lewis also demonstrates the different messages that controversial advertisements and statements affect different groups of people and how what they project is really what people desire, though deemed by many people as unacceptable or inappropriate. The author also examines how in the news media, the image has become more important than the message and how images have taken precedent over actual issues and character. As a result of this, various communities have formed by the construct of selling to “beautiful people” and how popular appeal has become an extension of a person.
“While much research has emphasized improving current new product concept techniques, little work has focused on trait-based approaches that specify which consumers are the “right” ones to use in the new product development process, particularly in the consumer goods industry” (Hoffman, Kopalle, & Novak, 2010). Retail giant Target has taken a bold step in their children’s apparel department using the lead theory. In August of 2017 Target announced they would debut an apparel line for children with disabilities. The apparel line developed from the increase of feedback from parents of children with disabilities. The line features clothing that are “tag less, flat seams, and one dimensional graphic tees in the effort to minimize discomfort” (Thomas,
She has had a broad experience and possesses knowledge on a curricular level of fashion where she has achieved a Level 3 Extended Diploma in Fashion and Clothing. Kerreta has volunteered at a live clothes show where she has had to apply her personal skill in order to ensure the smooth running of it. Kerreta holds a strong academic background obtaining 9 GCSE’s including English, Maths and Science. Kerretas profile is business orientated in a like-mind of fashion, however she would mainly appeal to a fashion marketer as apposed to a business
I. Executive Summary Harley-Davidson is the largest market share holder of over 750cc motorcycles in the United States. After the expansion of our production and distribution capacity, we will be in the position to meet the increasing demand for our motorcycles and other products, including a new line of clothing specially designed for women. Growth potential appears very good, especially in the overseas market and the young and mature women and younger market. Gaining a larger market share in this area may require a further increase in production and distribution capacity. We must plan for expansion and build new strategies to target the woman, younger market, as well as the already HD owners and continue to grow as a company.
She was inspired by fashion she saw on the street and the simplicity of mens clothing. For Quant however, it was her customers who designed the mini skirt. They repeatedly demanded that she raise the hemlines of her designs and she soon ended up with the mini skirt. The mini skirt was worn as a social statement and a way to reflect new ideas about society. The mini skirt is more than it may appear and has lots of history connected to it.
Have you ever looked through a magazine and found it to be really interesting? That is because you are part of its target audience. You are part of a group of people that the magazine is trying to appeal to. There is a reason Sports Illustrated is more of a man’s magazine and Family Circle is more of a woman’s magazine. The people that run that magazine put certain things in those magazines to attract their audience. More commonly, men are interested in sports and anything to do with sports. In Sports Illustrated, the reader would find sports, and that is it. The reader would not find an article titled “How working women balance their careers and home lives.” An article such as that would be found in a magazine like Family Circle, as it is targeted more towards women who have a family. For the purpose of this audience visual analysis, I will be discussing the October 8th, 2012 issue of People magazine. Looking at this issue and reading through the magazine, it is evident that the publishers do have a target audience in mind. This visual analysis will discuss who its target audience is and how the reader can tell. Also, the essay will discuss how the magazine makes the advertisements relevant to its audience.
It’s no secret that some women believe fashion portrays who they are. Therefore follow every season’s new trend. This leads to spending money that they don’t have. Waller Lea, a journalist, suggest that “for some communities, purchasing knockoffs or generic products are frowned upon, forcing minorities to spend more money. Now businesses and companies are targeting minorities, causing more debt problems.” Addicted to retail or brainwashed? Opponents claim that fashion is simply a creative way to express themselves. There are others ways to express ourselves that are no based on our appearance. Through drawing, painting or through our thoughts and ideas. What happens when someone can’t afford expensive clothing or doesn’t have access to fashionable clothes? They are singled out and excluded from society for being different.
It is not up for Congressmen and distressed aunts to decide a decision for someone. Just as young teenage daughters covet trendy, short-skirts, there is always disapproval from elders suggesting that the skirt is not appropriate, and shouldn’t be purchased. Yet, are they to decide the wardrobe of this young female for the rest of her life? Ultimately, it is up to the daughter to decide what she wants, what fits right, what looks good, and what will help he...
An item of clothing. No messing about, this person knows what she wants and states clearly so in the very first line. Not only does she want a red dress, but it must fit certain criteria. It must be flimsy and cheap - this person doesn't want an expensive model's dress for example, she wants a dress a poor person might buy? Although a red dress would stick out in a crowd, a cheap dress means that she also wants to be part of that same crowd, one of the
Aldrich, Winifred. "The Impact Of Fashion On The Cutting Practices For The Woman's Tailored Jacket 1800-1927." Textile History 34.2 (2003): 134-170. Art Full Text (H.W. Wilson). Web. 10 Nov. 2013.
In this paper we will explore how advertisements cultivate a woman’s need for consumerism as a part of their own self image. George Gerbner, the founder of cultivation theory, argued that television has the ability to impact the way that people percieve certain message and influence their everyday life. In this study, we will conduct a content analysis of quantitative and qualitative measures that will study fashion advertisements. Each advertisement will be critiqued by a set of questions to help find any pattern or correlation between attributes that may have an impact on female consumers. A sample population will be drawn at random on three different occasions containing women from the ages of 18-30. In the first group each individual that is selected will be given a survey of questions. This set of questions will focus on the shaping of body image with the use of makeup, accessories, and clothing, and help identify trends between fashion and life style. The second sample group will participate in a focus group discussion that will be directed towards how women see themselves with regards to their own body image. The third group of women will complete a written survey before and after being exposed to television advertisements. This will test to see if advertisements entice woman to purchase products or change their personal portrayal.
Clothing has been around for thousands of years; almost as long as the modern human has. At first, it served the practical purpose of protection from the elements; but, as life for early humans stopped being a constant struggle to survive, they started noticing how they looked and the concept of fashion began to take shape. These first few garments were typically dyed draped cloth that was pinned at the shoulder and/or waist. This was seen in many ancient civilizations around the world, Greek and Roman the most notable. Over time, clothing began to get more and more complex and formed to the body’s shape, eventually leading up to the tailored style we now have today. However, the sophisticated world of Haute Couture; or high fashion, can distinctly trace its roots to Paris during the mid-19th century. Clothing from there was thought to be superior to those from anywhere else, and women began to come from all over Europe just to buy dresses. This was probably due in part to one notable dressm...
Designer handbags are both envied and enjoyed by women across the country. With prices ranging from a few hundred dollars to well over $15,000, handbags can be seen as a representation of wealth and social status. In 2014, handbag sales amounted to approximately 9.2 billion dollars, 30% of all revenue generated by women’s accessories (Statista). As sales increase, industry leaders, such as Louis Vuitton, Coach, and Dior, must ensure their marketing strategies attract consumers to their brand and handbag styles. Louis Vuitton, Coach, and Dior’s advertisements portray the need for prominence, autonomy, and aesthetic sensations to depict a luxurious lifestyle.