Marketing the Target Audience

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Marketing the Target Audience

It was another day shopping for clothes, nothing new, in fact I thought I was going to get something here and there, look else where and go home. As I was walking through a mall, I stumbled upon a store that I thought looked cool and casual. I thought to myself anything that was interesting enough to catch my eyes, had to be investigated thoroughly. As soon, as I walked in I new that I could easily begin to shop at the store for certain things I needed. Buckle is a clothing store that shares its store by selling Lucky Brand clothing. Now many people may disagree on the prices that are set on the clothing, however, in a society where being cool and individualism is valued, Buckle is the place to go. Interested in wanting to see what more the clothing line had to offer, I visited the Buckle website, noticing that everything seems to fit in place and markets what it is supposed to very well. The clothing line is for young men and women who want a change from their old shopping outlets to a more exciting, fun, cool and casual store. In the next pages we’ll explore what Buckle and Lucky Brand have in store for today’s youth and why it is marketed well.

Buckle and Lucky Brand are the product’s manufacturer and distributor. Young, middle class, men and women who are cool and spontaneous seems to be the main stream of consumers for the brands. The website is mainly focused on traditional American patriotism for the modern youth. The website, clothes and stores generally emphasize that in order for one to be cool, one must buy their merchandise. Luck Brand Dungarees are a perfect example of claiming to dominate the world of quality jeans. The word “dungaree” means a pair of sturdy, durable, twill-weave of cotton fabric made into jeans. Written on the dungarees (and on the website) are the Lucky Brand slogans “Americas Favorite” and “Wear us, be lucky”. I bought two pair of jeans recently, on the inseam of the zippers is the phrase “Lucky You” and I also found a strip of paper that once again notes that if the customer wears the jeans, he/she will be lucky.

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