Target​ ​Market​ ​and​ ​Consumer​ ​Profiles 

Megan​ ​Marie​ ​Thompson

Collection​ ​#1 
Market​:​ ​Contemporary​ ​(25-40)
★ Represents​ ​streetwear​ ​and​ ​trendy​ ​fashion​ ​conscious​ ​merchandise.
★ At​ ​or​ ​below​ ​Bridge​ ​pricing.
★ Tends​ ​to​ ​represent​ ​misses​ ​and​ ​juniors​ ​sizing​ ​(Missy​ ​and​ ​Contemporary​ ​Sizing:​ ​4,​ ​6,
8,​ ​10,​ ​12,​ ​14,​ ​16​ ​or​ ​14W,​ ​16W,​ ​20W,​ ​22W,​ ​24W;​ ​Junior​ ​or​ ​Missy​ ​Sizing:​ ​XS​ ​-​ ​XL).
★ Examples:​ ​BCBG,​ ​Bisou​ ​Bisou,​ ​and​ ​Michael​ ​Alexander.

Demographics
This​ ​market​ ​consists​ ​of​ ​females​ ​who​ ​are​ ​25-40​ ​(born​ ​1977-1992),​ ​which​ ​makes​ ​up
Generation​ ​Y​ ​or​ ​Millennials.​ ​Marital​ ​Status​ ​includes​ ​the​ ​segments​ ​Single​ ​I,​ ​Young​ ​Couples,
and​ ​Full​ ​ ​Nest​ ​I.

The​ ​Single​ ​I​ ​segment​ ​consists​ ​of​ ​those​ ​who​ ​have​ ​not​ ​yet​ ​married,​ ​live​ ​alone,​ ​live​ ​with​ ​one​ ​or
both​ ​parents,​ ​or​ ​live​ ​with​ ​others.​ ​Those​ ​who​ ​are​ ​not​ ​yet​ ​married​ ​are​ ​typically​ ​15​ ​to​ ​35
years​ ​in​ ​age.​ ​Those​ ​who​ ​live​ ​alone​ ​are​ ​over​ ​25​ ​years​ ​in​ ​age​ ​and​ ​have​ ​a​ ​higher​ ​income,
which​ ​their​ ​higher​ ​expenses​ ​balance​ ​out.​ ​The​ ​segment​ ​of​ ​living​ ​with​ ​one​ ​or​ ​both​ ​parents​ ​is
under​ ​25​ ​years​ ​in​ ​age.​ ​They​ ​have​ ​lower​ ​relative​ ​incomes,​ ​fewer​ ​fixed​ ​expenses,​ ​and​ ​active
social​ ​lives.​ ​Those​ ​who​ ​live​ ​with​ ​others​ ​live​ ​with​ ​roommates​ ​or​ ​are​ ​involved​ ​with​ ​a​ ​partner.
They​ ​share​ ​the​ ​cost​ ​of​ ​more​ ​fixed​ ​living​ ​expenses​ ​and​ ​spend​ ​on​ ​luxuries.

The​ ​Young​ ​Couples​ ​and​ ​Full​ ​Nest​ ​I​ ​are​ ​25​ ​to​ ​34​ ​years​ ​in​ ​age​ ​and​ ​are​ ​more​ ​likely​ ​to​ ​be
married​ ​over​ ​the​ ​age​ ​of​ ​15​ ​and​ ​therefore​ ​have​ ​joint​ ​decisions​ ​and​ ​shared​ ​responsibilities.
Young​ ​Couples​ ​spend​ ​more​ ​on​ ​entertainment​ ​(theater​ ​tickets,​ ​expensive​ ​clothes,​ ​luxury
vacations,​ ​restaurant​ ​meals,​ ​alcohol),​ ​have​ ​dual​ ​incomes,​ ​and​ ​are​ ​more​ ​affluent.​ ​In​ ​the​ ​Full
Nest​ ​I​ ​segment,​ ​the​ ​wife​ ​typically​ ​withdraws​ ​fully​ ​or​ ​part-time​ ​from​ ​the​ ​ ​workforce,​ ​which
leads​ ​to​ ​a​ ​decline​ ​in​ ​household​ ​income.​ ​Those​ ​belonging​ ​to​ ​this​ ​segment​ ​are​ ​focused​ ​on
accommodating​ ​their​ ​young​ ​children​ ​(i.e.​ ​moving​ ​location,​ ​vacation,​ ​purchasing​ ​food,
furniture,​ ​and​ ​health​ ​care).​ ​Those​ ​who​ ​are​ ​not​ ​married​ ​fall​ ​into​ ​the​ ​Single​ ​I​ ​segment.

Psychographics
Psychographic​ ​data​ ​is​ ​used​ ​to​ ​study​ ​and​ ​measure​ ​attitudes,​ ​values,​ ​lifestyles,​ ​preferences,
and​ ​opinions​ ​for​ ​marketing​ ​purposes.​ ​It​ ​is​ ​important​ ​to​ ​consider​ ​this​ ​information​ ​in​ ​order
to​ ​better​ ​understand​ ​a​ ​consumer’s​ ​purchasing​ ​motivations.​ ​Generation​ ​Yers​ ​are​ ​attentive
to​ ​fair​ ​and​ ​humane​ ​business​ ​practices,​ ​so​ ​it​ ​is​ ​vital​ ​to​ ​consider​ ​the​ ​social​ ​responsibilities​ ​of
the​ ​business.​ ​They​ ​are​ ​also​ ​more​ ​tolerant​ ​of​ ​diversity,​ ​so​ ​it​ ​would​ ​be​ ​highly​ ​beneficial​ ​to
better​ ​represent​ ​women​ ​of​ ​color​ ​on​ ​the​ ​runway.

Consumer​ ​Profile
Generation​ ​Yers​ ​can​ ​be​ ​broken​ ​up​ ​into​ ​two​ ​subcategories:
★ Younger​ ​Gen​ ​Yers​ ​(born​ ​in​ ​the​ ​1990’s).​ ​Younger​ ​Gen​ ​Yers​ ​are​ ​finishing​ ​college​ ​and
starting​ ​careers;​ ​have​ ​been​ ​hit​ ​harder​ ​by​ ​recent​ ​economic​ ​downturn​ ​and,​ ​as​ ​a​ ​result,
are​ ​less​ ​optimistic​ ​about​ ​the​ ​future​ ​than​ ​Older​ ​Gen​ ​Yers;​ ​have​ ​suppressed​ ​earnings
and​ ​lower​ ​expectations​ ​about​ ​economic​ ​and​ ​personal​ ​financial​ ​conditions​ ​due​ ​to​ ​the
recession;​ ​are​ ​living​ ​with​ ​assistance​ ​from​ ​families​ ​or​ ​moving​ ​back​ ​in​ ​with​ ​parents;
and​ ​spend​ ​more​ ​on​ ​apparel​ ​than​ ​any​ ​other​ ​age​ ​group.
★ Older​ ​Gen​ ​Yers​ ​(born​ ​in​ ​the​ ​1980’s).​ ​Older​ ​Gen​ ​Yers​ ​are​ ​either​ ​remaining​ ​single​ ​or
entering​ ​into​ ​marriages;​ ​starting​ ​families​ ​and​ ​having​ ​children​ ​later;
consumption-oriented;​ ​eager​ ​to​ ​spend​ ​their​ ​own​ ​money​ ​due​ ​to​ ​a​ ​more​ ​optimistic
outlook​ ​on​ ​economic​ ​and​ ​personal​ ​financial​ ​conditions;​ ​influenced​ ​how​ ​their
families​ ​spent​ ​their​ ​money;​ ​and​ ​are​ ​more​ ​willing​ ​to​ ​spend​ ​on​ ​technology​ ​than
clothing.

Key​ ​events​ ​that​ ​have​ ​shaped​ ​Generation​ ​Y​ ​include:

★ ​ ​Columbine​ ​shootings
★ Oklahoma​ ​City​ ​bombing
★ Clinton-Lewinsky​ ​scandal
★ Collapse​ ​of​ ​the​ ​Soviet​ ​Union
★ 9/11
★ Kosovo
Despite​ ​the​ ​terrible​ ​nature​ ​of​ ​these​ ​key​ ​events,​ ​Generation​ ​Yers​ ​are​ ​a​ ​confident​ ​generation
that​ ​maintains​ ​a​ ​positive​ ​outlook.​ ​They​ ​are​ ​optimistic​ ​about​ ​the​ ​future​ ​and​ ​are​ ​globally
oriented.

To​ ​Gen​ ​Yers,​ ​shopping​ ​is​ ​another​ ​form​ ​of​ ​entertainment.​ ​They​ ​are​ ​responsive​ ​to​ ​celebrity
endorsements​ ​as​ ​they​ ​like​ ​to​ ​mimic​ ​their​ ​role​ ​models.​ ​Additionally,​ ​Gen​ ​Yers​ ​want​ ​to​ ​be
treated​ ​as​ ​unique​ ​individuals​ ​and​ ​receive​ ​personalized,​ ​customized,​ ​and​ ​individualized
products​ ​and​ ​services,​ ​which​ ​boutiques​ ​can​ ​expertly​ ​cater​ ​to.​ ​They​ ​will​ ​spend​ ​more​ ​money
on​ ​quality​ ​clothing​ ​than​ ​on​ ​fast​ ​fashion​ ​shortcuts.

Collection​ ​#2 
Market:​ ​Designer​ ​(25​ ​and​ ​up).
★ Usually​ ​sold​ ​in​ ​specialty​ ​boutiques​ ​or​ ​in​ ​the​ ​boutique​ ​sections​ ​of​ ​department​ ​stores.
 ★ These​ ​designers​ ​typically​ ​produce​ ​a​ ​Bridge​ ​(also​ ​25​ ​and​ ​up,​ ​lower​ ​priced​ ​or
secondary​ ​line)​ ​collection​ ​as​ ​well.
★ Cater​ ​to​ ​high​ ​priced​ ​prestige​ ​or​ ​luxury​ ​market.
★ Examples:​ ​Calvin​ ​Klein,​ ​Oscar​ ​de​ ​la​ ​Renta,​ ​Bill​ ​Blass.

Demographics
The​ ​first​ ​market​ ​that​ ​can​ ​be​ ​targeted​ ​under​ ​this​ ​collection​ ​is​ ​Generation​ ​Y.​ ​This​ ​market
consists​ ​of​ ​females​ ​who​ ​are​ ​25-40​ ​(born​ ​1977-1992).​ ​See​ ​demographic​ ​analysis​ ​for
Collection​ ​#1.

The​ ​second​ ​market​ ​that​ ​can​ ​be​ ​targeted​ ​under​ ​this​ ​collection​ ​is​ ​Generation​ ​X,​ ​which
consists​ ​of​ ​females​ ​who​ ​are​ ​40-50.​ ​They​ ​have​ ​established​ ​households​ ​and​ ​may​ ​be​ ​entering
into​ ​the​ ​Single​ ​II,​ ​Delayed​ ​Full​ ​Nest​ ​I,​ ​Full​ ​Nest​ ​II,​ ​Single​ ​Parent​ ​II,​ ​Empty​ ​Nest​ ​I​ ​stages​ ​of
life,​ ​now​ ​with​ ​more​ ​discretionary​ ​income.

Psychographics
See​ ​psychographic​ ​analysis​ ​for​ ​Collection​ ​#1.​ ​Generation​ ​Xers​ ​are​ ​interested​ ​in
environmentally​ ​friendly​ ​products.

Consumer​ ​Profile
The​ ​consumer​ ​for​ ​this​ ​collection​ ​is​ ​similar​ ​to​ ​that​ ​of​ ​Collection​ ​#1,​ ​so​ ​only​ ​their​ ​differences
will​ ​be​ ​highlighted.​ ​Collection​ ​#2​ ​will​ ​ultimately​ ​cater​ ​towards​ ​Older​ ​Gen​ ​Yers​ ​due​ ​to​ ​their
willingness​ ​to​ ​spend​ ​on​ ​quality​ ​apparel​ ​over​ ​cheaply​ ​made​ ​fast​ ​fashion.​ ​Generation​ ​X​ ​also
values​ ​quality​ ​over​ ​quantity.​ ​They​ ​do,​ ​however,​ ​desire​ ​their​ ​work​ ​attire​ ​to​ ​be​ ​informal​ ​and
value​ ​functionality,​ ​practicality,​ ​affordability,​ ​and​ ​a​ ​sense​ ​of​ ​style.​ ​Those​ ​who​ ​seek​ ​to
express​ ​their​ ​individuality​ ​more​ ​will​ ​seek​ ​out​ ​specialty​ ​stores​ ​or​ ​boutiques​ ​that​ ​carry
contemporary​ ​designer​ ​brands​ ​where​ ​they​ ​can​ ​mix​ ​and​ ​match​ ​from​ ​different​ ​sources.

Albeit​ ​elusive​ ​and​ ​diverse,​ ​key​ ​events​ ​that​ ​shaped​ ​Generation​ ​X​ ​include:
★ AIDS​ ​epidemic
★ Global​ ​warming
★ MTV
★ Corporate​ ​downsizing
Generation​ ​X​ ​is​ ​categorized​ ​by​ ​issues​ ​such​ ​as​ ​the​ ​latchkey​ ​lifestyle,​ ​divorced​ ​parents,​ ​and
political​ ​and​ ​economic​ ​turmoil.​ ​They​ ​view​ ​the​ ​future​ ​as​ ​uncertain​ ​and​ ​are​ ​often​ ​described
as​ ​cynical.​ ​More​ ​than​ ​likely,​ ​they​ ​relied​ ​on​ ​student​ ​loans​ ​for​ ​an​ ​education​ ​and​ ​graduated
into​ ​a​ ​changing​ ​job​ ​market​ ​that​ ​caused​ ​them​ ​to​ ​rely​ ​on​ ​credit.​ ​Additionally,​ ​entry​ ​level​ ​pay
was​ ​down​ ​and​ ​inflation​ ​was​ ​a​ ​main​ ​economic​ ​concern​ ​of​ ​the​ ​time.​ ​They​ ​frequently​ ​feel​ ​at
odds​ ​with​ ​corporate​ ​America​ ​and​ ​marketing​ ​campaigns.
Resources
Garner,​ ​M.B.​ ​and​ ​Keiser,​ ​S.​ ​J.​ ​(2012).​ ​Beyond​ ​Design​ ​(3rd​ ​ed.).​ ​Fairchild​ ​Publications,​ ​New
York.

Mothersbaugh,​ ​D.,​ ​Hawkins,​ ​D.,​ ​Mothersbaugh,​ ​L.,​ ​&​ ​Tom,​ ​G.​ ​(2016).​ ​Consumer​ ​behavior​ ​(1st
ed.).​ ​New​ ​York,​ ​N.Y:​ ​McGraw-Hill​ ​Education.