1) Young metropolitan adults at the age of 19-23
Who want to express themselves through unique wearing
“cocaine-chic” lovers
Fashion followers
Frequent buyers
With average disposable income and
relatively average willingness-to-pay
Seek for the best quality products,
easy switchers
2) Youngsters of 14 - 18 years old
pupils
active users of social networks and subscribers of fashion blogs
hipsters
need of social integration
2) Youngsters of 14 - 18 years old
pupils
active users of social networks and subscribers of fashion blogs
hipsters
need of social integration
8 комментариев:
During thhe presentatin you have said that the AA brand is strong. Was it about Russia as well? If yes, then can you, please, provide any provements of this statement?
You stated that the target audience will be young adults at the age of 20-32. But how do you think, maybe you should also target younger audience? In big cities teenagers starting from 15 years old are very fashion-conscious, and by fashion I mean both the style of clothes themselves as well as a popularity of the brand and the trend among their peers. In this respect, the segment 16-20 looks very appealing.
Currently we are proceeding the survey, so the results will be available soon.
About 16-20 segment: we considered it after the presentation and further strategy will take it into account.
Segmentation, especially after explanation during presentation seems quite reasonable. Maybe you should try to provide American Apparel's STP in other counties -- it is especially interesting to understand STP of eastern European countries (incomes are also relatively low there) and Scandinavian countries (they have similar climate with St. Petersburg/Moscow) and climate heavily affects collections that are presented in apparel shops, and thus affects TA).
Have you planned to follow the same strategy when communicating to both segments or a different one to each one of them?
If different, what differences would you take into account?
In my opinion, you coud think of differentiating marketing campaigns for two segments a bit. How do you think, do both segments see the same values in your product? As it was mentioned, 13-19 segment seek for social integration and thus maybe willing to copy someone or wear popular fashion. At the same time, 19-23 segment want to distinguish themselves through closing. In this regard, it is important to get consumer insights and accurately use these concepts in marketing messages. If you could use different channels, for example placement in "This is Horosho" and "Vacations in Mexico" for teenagers and fashion journals for 19-25 segment, you could somehow variate marketing messages for two targeted segments.
Carlos and Askhat, yes, we will make some differences in communication ways for two our target audiences. You can find it in "Communication channals" post. Thanks for advices!
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