Final Project: Who Am I Aiming These Clothes At?

The target market for this clothing line is a woman, ages 20 to 35, most of which like to go out on the town and party. The market includes misses sized women and plus sizes as the brand will be made in larger sizes. Women who wear the line will probably make $30,000 to $60,000 a year with a large portion of it available to spend as they wish. They will not have children and thus probably will be single or married with no children. “A consumer may become enchanted with finding what appears to be an original item. Retailers appeal to these consumers using terms such as real, authentic, and sometimes even vintage, to describe their products that are actually knock-offs or brand new.” (Brand/ Story, Hancock, p. 23) They read magazines like Cosmopolitan, Elle, Glamour, Lucky, and Vogue in order to stay current with the trends and find out what’s hot to wear to the nightclubs. These women like rock and roll and watch shows like True Blood and Game of Thrones on HBO. They like horror movies that give them a thrill, but rarely have time to go. They have hobbies like snowboarding, surfing, drinking and partying with their friends, shopping, traveling, and even dirt bike riding. They work hard and play as hard as they work. "Teri Agins reveals in her book, The End of Fashion, that the survival of designers and retailers is dependent on their proficiency in branding their products. Fashion, according to Agins, is not about products, but rather about how they are marketed and sold as a 'brand image,' or what she calls lifestyle merchandising. " (Brand/ Story, Hancock, p. 28) They shop often and buy new outfits to go to the happening hot spots of their city. When they go shopping, it’s usually to stores like Bebe, Scoop NYC, Nordstrom, Impulse at Macy’s, Stash, and other unique local boutiques where they can find clothes that no one else will have. They are edgy, daring, risqué, like to be noticed, and are usually the happiest when they are the center of attention. “The connections between the consumer and product are made by providing a structure, method, and function for using a product. These connections generate associations of identity and status in consumer culture.” (Brand/ Story, Hancock, p. 25)