Sunday, July 8, 2012

Who am I aming my clothes at

My target market will be the high-end fashionable males and females. I will follow a similar target market as Dolce and Gabbana. “By targeting consumer markets such as the gay and lesbian community as well as affluent sectors of society, and by dressing real women and featuring them in their ads, Dolce and Gabbana are making a statement.” (Brand Story, Joseph Hancock, page 70) These groups of people are the ones that are ever changing their fashions to keep up with new trends and are willing to pay extra for quality pieces. They are also a group in which they want limited and special edition pieces. By following this idea that Dolce and Gabbana made Luxury Cotton will be able to brand its self by “A structure that uses images and languages to impact a meaning to retail products.” (Brand Story, Joseph Hancock, page 24) To add to the feel of limited addition to the company the website will only sell a limited amount of products online and will be sold in boutiques to start off, then will expand to high-end retailers such as Nordstrom. After the brand expands some it will be on track to open a brick and motor store. The store will help add to the overall brand experience for the customers. While “The products are important, what people really desire is to be entertained when they are buying their khaki paints and T-shirts.” (Brand Story, Joseph Hancock, page 94) To appeal to such a demanding and ever changing customer the store will play top hits to help add to the experience and will feature dj’s on peek days. Also valued customers will be able to go invite only special events.

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