Our main focus in our consumers gravitates towards 18-30 year old but does not limit us to them. Starting off we are geared more towards females but as our database grows and our brand starts to develop more we will branch out and cater to both male and females and then maybe to children and event pets. “In emotional branding, Mark Gobe points out that successful fashion brands are those that can capture the emotions personal convictions of their customers.” (Brand Story, Joseph Hancock, pg. 29)
I want to be sure that we are capturing our customer and taking in consideration their wants and needs and not just my personal ideas. In order for me to successfully do this, major research will be conducted. Surveys, focus groups, even just normal chit chat with friends and family to gather their opinions. “The work of these researchers in the area of fashion branding can be combined to conclude that meaning, associations, emotions, and storytelling are the key ingredients for building fashion branding success.” (Brand Story, Joseph Hancock, pg. 31)
My brand needs be identifiable by my customer and therefore I am targeting ages between18-30 at first because around 18 most people are developing into their own and are very impressionable on today’s fashion. “Fashion branding is a mixture of many elements and strategies that are generated to create product identity.” (Brand Story, Joseph Hancock, pg. 32)
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