Market Segmentation
Fashion can be an expression of individuality or association, and different groups of people respond in different ways to different styles. A sixty-year-old retiree in Florida, for example, is not likely to be interested in any clothing that appeals to teenagers in Washington state. Defining a narrow target market is the key to success for clothing boutiques, whether they operate locally or online. A well defined target market identifies customers based on demographics like age and income, geographic considerations based on climates and regional styles and psychographic characteristics, such as social affiliations. Spend a good deal of time working out a comprehensive definition for your target market, as this step will influence the decisions you make in all other marketing plan sections.
Market SegmentationFashion can be an expression of individuality or association, and different groups of people respond in different ways to different styles. A sixty-year-old retiree in Florida, for example, is not likely to be interested in any clothing that appeals to teenagers in Washington state. Defining a narrow target market is the key to success for clothing boutiques, whether they operate locally or online. A well defined target market identifies customers based on demographics like age and income, geographic considerations based on climates and regional styles and psychographic characteristics, such as social affiliations. Spend a good deal of time working out a comprehensive definition for your target market, as this step will influence the decisions you make in all other marketing plan sections.
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