6:07 pm
Segmentation and Targeting in the Fashion Market
Segmentation is key to successful marketing to create a competitive advantage against competition. Market segmentation can focus on points such as occasion and especially in fashion, price. Identifying the different markets such as own brand fashion, mass market, premium luxury, lifestyle luxury and supreme luxury. However some luxury brands work down through lower segmentations by having different collections, such as accessories.
Consumer segmentation focuses on who to appeal to and target through demographic, behavioural and attitude qualities.
Targeting can be achieved in multiple ways such as through online cookies. These work by viewing your history and advertising items that match your history. This can be seen as a good thing as it it showing you stuff that you will like instead of invalid information to you, however it takes personal information from you.
Abercrombie & Fitch have been slated for their targeting of 'the popular cool kids' as it is seen to discriminate, especially as they follow this through to their staff as well as the consumer. However they are just using the staff to market their message of the brand as you can't market to everyones needs otherwise the brand wouldn't be different to another.
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