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2.12.1 - Target Market

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Introduction to Target Market

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Teacher
Teacher

Today, we are discussing the target market and its importance in fashion merchandising. Can anyone tell me what a target market is?

Student 1
Student 1

Isn't it the group of people that a business wants to sell its products to?

Teacher
Teacher

Exactly! The target market is a specific group of consumers identified as the intended recipients of a product or service. Remember the acronym STP: Segmenting, Targeting, and Positioning. This framework helps businesses define their target market effectively.

Student 2
Student 2

What factors do we consider when defining a target market?

Teacher
Teacher

Good question! We consider demographics, geographic, psychographic factors, and consumer behavior. Let's explore each of these aspects.

Demographic Segmentation

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Teacher
Teacher

Demographic segmentation involves dividing the market based on factors like age, gender, income, and occupation. For example, how does age affect fashion choices?

Student 3
Student 3

Younger people might prefer trendier clothes, while older consumers might lean towards classic styles.

Teacher
Teacher

Exactly! Demographics help predict how different groups will respond to fashion trends. Remember, targeting specific demographics can boost a brand's appeal!

Student 1
Student 1

So, are there specific demographic groups for different clothing types?

Teacher
Teacher

Yes! For instance, luxury brands typically target higher-income groups while fast fashion brands focus on young adults and teens.

Geographic and Psychographic Segmentation

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Teacher
Teacher

Now, let's talk about geographic segmentation. Why is geography important in fashion merchandising?

Student 4
Student 4

Different regions have different weather and cultural preferences, which affect clothing choices.

Teacher
Teacher

Correct! Climate and cultural trends influence what items will sell well in different locations. Now, let's look at psychographics. This involves lifestyle, values, and interests. How do you think this segmentation affects fashion brands?

Student 2
Student 2

It helps brands connect emotionally with consumers who share their values.

Teacher
Teacher

Absolutely! By understanding lifestyle and values, brands can create targeted marketing campaigns. Keep in mind the mnemonic 'LIV': Lifestyle, Interests, and Values.

Behavioral Segmentation

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Teacher
Teacher

Let's wrap up with behavioral segmentation. This is based on consumer behaviors, such as buying habits and brand loyalty. Why do you think this is significant?

Student 3
Student 3

It helps companies understand how often and why consumers purchase their products.

Teacher
Teacher

Exactly! Understanding consumer behavior enables businesses to tailor their offerings. Remember the phrase 'Buy, Bullseye, Brand Loyalty': it helps you remember to focus on what drives purchases.

Student 4
Student 4

So, by analyzing these factors, companies can effectively reach their target market?

Teacher
Teacher

Precisely! By identifying and understanding their target market, companies can optimize their marketing strategies and increase sales.

Introduction & Overview

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Quick Overview

This section explores the concept of target market in fashion merchandising, emphasizing its importance in understanding consumer behavior and preferences.

Standard

The section delves into target market segmentation in fashion merchandising, outlining demographics, geographic factors, psychographics, and consumer behavior. It emphasizes how identifying the target market can influence merchandising strategies and overall business success.

Detailed

Audio Book

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Understanding Target Market

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Target Market: It is defined as category of consumers one is targeting at for selling the product. It is essential to understand the target market as this will allow the sales department to focus on that category of consumers who are ‘most likely’ to purchase the offering. It is also to ensure the highest return for the marketing/sales expenditures.

Detailed Explanation

The concept of a target market is crucial in any business, especially in fashion merchandising. A target market refers to a specific group of consumers identified as the most likely purchasers of a retailer's products. Understanding this group is essential for effectively tailoring products, marketing messages, and promotions to meet their needs and preferences. This knowledge helps the sales department concentrate its efforts on those consumers most inclined to buy, thereby maximizing sales and marketing return on investment.

Examples & Analogies

Imagine a new athletic shoe brand aiming to market to young athletes. If they define their target market as high school athletes aged 15-18, they can design shoes that meet this group’s specific style and performance needs, and choose marketing strategies that resonate with them, such as ads in youth sports magazines or sponsorships at local sports events.

Market Segmentation

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This can be done through Market segmentation. Market segmentation is a strategy that involves dividing a larger market into subsets of consumers who have common needs and applications for the goods and services offered in the market.

Detailed Explanation

Market segmentation is the process of dividing a broad target market into smaller, more defined groups of consumers. By identifying segments with similar needs or characteristics, businesses can tailor their products and marketing strategies more effectively. Segmentation can be based on various criteria such as demographics, geography, psychographics, and behavior.

Examples & Analogies

For instance, a clothing brand might segment its market by demographics, creating different lines for teenagers, adults, and seniors. Each segment will have different preferences, styles, and purchasing power, allowing the business to create targeted marketing campaigns for each group, like a trendy collection for teens seen on social media versus a classic line for seniors presented in lifestyle magazines.

Types of Market Segmentation

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Market can be segmented in various ways — Demographic Segmentation is on the basis of Population, Age, Sex, Occupation, Education and Income. Geographic Segmentation is on the basis of cities, states and regions. Climate of various places may vary and it plays an important role as choice of merchandise, especially as selection of clothes is climate dependent. Psychographic Segmentation is on the basis of lifestyle like social activities, interests, leisure pursuits, needs and wants. People having similar lifestyles can make up a target market group. Behavioural Segmentation is on the basis of opinion on specific products or services.

Detailed Explanation

There are several methods of segmenting a market, each focusing on different criteria. 1. Demographic Segmentation: Involves categorizing consumers based on age, gender, income, education, and occupation. For example, luxury brands target high-income consumers. 2. Geographic Segmentation: This looks at where consumers live, which can influence their purchasing decisions. For instance, winter clothing is targeted more in colder climates. 3. Psychographic Segmentation: Involves understanding consumers' lifestyles and values, such as fitness enthusiasts who prefer activewear. 4. Behavioral Segmentation: Focuses on consumers' behavior towards products, such as brand loyalty or user status.

Examples & Analogies

Think of a sports brand that sells running shoes. They can segment their market demographically by targeting young professionals who can afford premium products. Geographically, they might focus on urban areas where running and fitness culture thrives. Psychographically, they can appeal to health-conscious consumers who value sustainable and eco-friendly products, and behaviorally they can target repeat customers with loyalty programs.

Interpreting Consumer Demand

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As a merchandiser one needs to interpret consumer demand also. There is a need to understand what customers’ buying motivations are.

Detailed Explanation

Interpreting consumer demand is about understanding the motivations behind why customers make purchasing decisions. Merchandisers must analyze consumer behavior, preferences, and influences to predict what products will be successful. This involves studying purchasing patterns, market trends, and customer feedback to tailor offerings that meet user needs.

Examples & Analogies

For instance, a retailer may notice an increase in sales of sustainable products due to growing environmental awareness. By interpreting this demand, they might expand their range of eco-friendly clothing to attract more buyers who prioritize sustainability in their shopping habits.

Definitions & Key Concepts

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Key Concepts

  • Target Market: The specific category of consumers that a business aims to reach.

  • Market Segmentation: The process of dividing the target market into smaller groups based on characteristics.

  • Demographics: Factors such as age, gender, and income that define a population.

  • Geographic Segmentation: Segmenting the market based on location and climate.

  • Psychographic Segmentation: Division based on lifestyle, values, and interests.

  • Behavioral Segmentation: Analysis based on consumer behaviors and purchase habits.

Examples & Real-Life Applications

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Examples

  • A clothing line may target young adult females with trendy designs to increase its market share.

  • Luxury brands often focus on affluent consumers, utilizing demographic segmentation to reach the right audience.

Memory Aids

Use mnemonics, acronyms, or visual cues to help remember key information more easily.

🎵 Rhymes Time

  • When you market, make a start, know your target, play it smart!

📖 Fascinating Stories

  • Imagine a brand launching winter jackets targeting young adventurers, meeting their needs with innovation at heart.

🧠 Other Memory Gems

  • Remember 'D-G-P-B' for Demographics, Geography, Psychographics, and Behavior.

🎯 Super Acronyms

STP for Segmenting, Targeting, and Positioning in your marketing strategy.

Flash Cards

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Glossary of Terms

Review the Definitions for terms.

  • Term: Target Market

    Definition:

    A specific group of consumers at which a product or service is aimed.

  • Term: Market Segmentation

    Definition:

    The process of dividing a broader market into smaller, defined segments based on shared characteristics.

  • Term: Demographics

    Definition:

    Statistical data relating to the population and particular groups within it, such as age, gender, and income.

  • Term: Geographic Segmentation

    Definition:

    Dividing a market based on geographical criteria such as region, climate, or urban vs. rural.

  • Term: Psychographic Segmentation

    Definition:

    Segmenting the market based on consumer lifestyles, interests, and values.

  • Term: Behavioral Segmentation

    Definition:

    The division of consumers based on their knowledge of, attitude toward, usage rate of, or response to a product.