Step 3: Define your Market and your Identity

My target market would be geared towards woman 18-35. For now we are geared towards woman until we can develop a sense of what men in this target range want out of a shirt and are willing to wear. “If Cinderella ever needed to replace her fairy godmother, she would call Dolce & Gabbana.” (Brand Story, Joseph Hancock, pg. 53) I want my brand to be well-known to be considered an option if the one person you look towards is out of commission we can be your back-up. We are designing for the everyday person. We do not discriminate or yield to only the “model” type bodies. “ ..but they love real people as opposed to the emaciated body types we have come to expect in luxury fashion.” (Brand Story, Joseph Hancock, pg. 57)

The shirt designs will be an expression of who you are and how you feel your style is interpreted. We want all sorts of funky, crazy, unique even boring people to wear our shirts. “By targeting consumer markets such as the gay and lesbian community as well as affluent sectors of society, and by dressing real women and featuring them in their ads, Dolce & Gabbana are making a statement.” (Brand Story, Joseph Hancock, pg.70)

I want to create an experience that will ultimately bring in new customers and maybe new target market. “…is the ultimate example of branding as an experience; the brand permeates the stores.” (Brand Story, Joseph Hancock, pg. 89) My boutique will also carry an identity that fully represents the overall brand and what I want to be interpreted. “Even with the Internet, brick-and-mortar stores are still an important component for most fashion brands.” (Brand Story, Joseph Hancock, pg. 95)