Target Market
Choosing my target audience I planned to make a product for people who will feel nostalgia for things from the 60s, but refined nostalgia. Yes, people who were born between 1981 and 1996 are called millennials, and they have a very strong attachment to previous generations, they tend to feel nostalgia for the past, and vintage is now in fashion, so my product will be in great demand among this age group. Also, my products' consumers are woman.
Millenials spent time for online shopping, experiences. Most millenials (73%) would prefer spend money on products, which are earth friendly ans sustainable. 54% of millenials make purchases online, 42% of which makes purchases from their phone. (Adams, 2023).
"Millennials and Gen Z make up 40% of all luxury spending and 100% of global luxury growth" (Adams, 2023).
According to Adams (2023) a lot of luxury brands adapt their marketing system for millennials.
That is the point why am I doing my product luxury, sustainable and free to buy online.
In addition, millennials will pay more for a product, which gave them unique experience or are popular.
As my theme is Pop-Art, I am going to make my product popular and will use popular habits such as sustainable packaging and eco-friendly materials, which are very popular nowadays.
As was mentioned above, millenials would prefer unique product, which means It could be exclusive. Exclusivety is a opportunity for people to feel that they owe something unique. So, my brand will will exclusive, and it will last not for a long period.
As a conclusion, If we talk about appeal, then my product is aimed at people who will order a product via the Internet, this product will not be on the shelves of a mass market, it will be a refined product for the millenials, woman. This product should convey sophistication and nostalgia. But not cheap nostalgia (Accessed: 13 February 2024).
In my next post I will discuss the colour palette i am considering for this project.
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