Target Customer Analysis
Guest
Customers in American Apparel market can be generally separated into three segments: women, men, and children. Each segment has its own portion of the overall market share. The U.S. apparel market grew 4 percent in 2011 with total dollar sales of 199 billion dollars (Beth Boyle). The growth of dollar sales in the men’s apparel market led the way in the adult apparel market with an increase of 4 percent. Women’s apparel grew by 3 percent and children’s apparel by 6 percent.
• Women and Girls
Apparel demand in the US was valued at $89.9 billion in 2011. Clothing designed for women and girls represented the larger share of demand in 2011 given that this population segment is generally more interested in fashion trends (“ Apparel: United States” 5). In women’s market, “smaller” items had more impact than “big” categories. Also those items brought “newness” to the party (Beth Boyle). Expenditure on women’s apparel is above average for women ages between 55 and 64 years old (“The US Market for 55+ Customers” 59). Statistics shows that consumers in this group spend more than any other groups in women’s apparel.
• I want trendy, and I don’t want to dry clean
Some 84% of women seek out easy to mix and match separates when purchasing clothing, yet those 18-24 is much less likely to do so than their older counterparts. These young women are much more likely to seek out clothing that is super trendy, or easily transitions from the office to nighttime. 18-24s are also less concerned with “no iron” or “tumble dry” on the label (Fay).
Younger women are more cares about style and fashion, and mid age women focus more on its quality (Refer to Figure.1).
• Men and Boys
Overwhelmingly, men dress for comfort. Some 85% of men surveyed say this best describes their personal style (Lipson). Additionally, nearly half of all men surveyed say they like their clothes to be classic. More than one third of men say they strive to look unique. Many men try to keep up
Customers in American Apparel market can be generally separated into three segments: women, men, and children. Each segment has its own portion of the overall market share. The U.S. apparel market grew 4 percent in 2011 with total dollar sales of 199 billion dollars (Beth Boyle). The growth of dollar sales in the men’s apparel market led the way in the adult apparel market with an increase of 4 percent. Women’s apparel grew by 3 percent and children’s apparel by 6 percent.
• Women and Girls
Apparel demand in the US was valued at $89.9 billion in 2011. Clothing designed for women and girls represented the larger share of demand in 2011 given that this population segment is generally more interested in fashion trends (“ Apparel: United States” 5). In women’s market, “smaller” items had more impact than “big” categories. Also those items brought “newness” to the party (Beth Boyle). Expenditure on women’s apparel is above average for women ages between 55 and 64 years old (“The US Market for 55+ Customers” 59). Statistics shows that consumers in this group spend more than any other groups in women’s apparel.
• I want trendy, and I don’t want to dry clean
Some 84% of women seek out easy to mix and match separates when purchasing clothing, yet those 18-24 is much less likely to do so than their older counterparts. These young women are much more likely to seek out clothing that is super trendy, or easily transitions from the office to nighttime. 18-24s are also less concerned with “no iron” or “tumble dry” on the label (Fay).
Younger women are more cares about style and fashion, and mid age women focus more on its quality (Refer to Figure.1).
• Men and Boys
Overwhelmingly, men dress for comfort. Some 85% of men surveyed say this best describes their personal style (Lipson). Additionally, nearly half of all men surveyed say they like their clothes to be classic. More than one third of men say they strive to look unique. Many men try to keep up
Cited: Apparel: United States. Freedonia Focus Reports. May, 2012. Web. October 7, 2012 Boyle, Beth Brown, Robert &Washton, Ruth. “Marketing and Advertising”. Marketing to Internet Generation. Packaged Facts. September, 2000. Web. October 7, 2012. 2011. Web. October 7, 2012 Donnell, Fiona O Children’s Clothing. MINTEL. September, 2011. Web. October 7, 2012. Donnell, Fiona O. “Marketing Strategy”. Shopping for Children’s Clothing. MINTEL. September, 2011 Dishhan, Lydia. The Trouble with Wal-Mart’s Apparel Strategy. MoneyWatch. August 2, 2010. Web. Oct 15, 2012. Fay, Kat. “Advertising and Promotion.” Women’s Clothing. MINTEL. November, 2007. Web. October 7, 2012. Lipson, Alison. “Marketing Strategy”. Men’s Attitudes Toward Shopping. MINTEL. March, 2012 The U.S. Market for 55+ Customers: Attitudes and Lifestyles in the New Retirement Paradigm. Packaged Facts. January 2005. Web. October 7, 2012 The U.S Market for Infant, Toddler and Preschool Products. Packaged Facts. March, 2003. Web. October, 2012