FMAD 1110: Fashion Fundamentals Textbook: Module 3: Target Market

Target Market

Fashion designers create products for fashion merchandisers to sell. Both designers and merchandisers need to know who their target market (or ideal customer) is in order for these customers (known also as consumers) to buy these products. The target market is determined by:

• Geography (known as geographic location such as zip code, city, country, time zone, climate, etc.)
• Demographics (Age, Race, Sex, Education, Occupation, Income, Religion, Nationality, Marital Status, etc.)
• Psychographics (Lifestyle Activities and Interests, Values, Attitudes, Concerns, Personality, Social Class, etc.)
• Behavioristics (Opinions on products/services on usage, purchasing habits, customer loyalty to brands, consumer engagement with brands/sites)
• VALS type (Values and Lifestyle Segmentation)
• PRIZM Segmentation (Potential Rating Index for Zip Markets) Socioeconomic characteristics

Watch the following videos that further explain how to determine a target market based on market segmentation (separating consumers into groups based on geographics, demographics, psychographics, and behavioristics).