When someone asks, "Who is your customer?," and you answer: Men between 25-40, what does that actually tell anyone? A customer has absolutely no idea whether your brand will appeal to them. I'm a 29 year old man, so I fall in this demographic, but so do millions of others. I'm no more likely to investigate the brand now than I was before the interview!
A fashion company often starts with an idea or a problem which was exciting and motivated the team, but operational needs tend to overshadow the original reason for founding a fashion company. By the time you have your product in hand and are ready to sell you've totally forgotten who you are and why they're in business to begin with.
It's understandable, but it's detrimental to growth.
A young brand needs to attract customers, and customers have immense choice in the market. If your brand struggles to define its niche then you will always have an uphill battle to move products. Define your customer by identifying cultural or emotional traits.
How you should define your customer:
- People who love to be outdoors.
- People who feel best when they're dressed up.
- People who love to try new things.
- People who want to buy rain coats.
- People who want to buy suits and ties.
- People who want to buy a watch with changeable bands.
Age as a demographic is a largely irrelevant metric and oversimplifies the people your brand aims to serve. People are not numbers, they are opinions and preferences; they are psychographics. Talk about them as such and it will be much easier to gain their interest.
In Short: don't define your demographics by gender and age. Define them by what they like to do or how they wish to feel.
As always, wishing you great success. —TT
In Short: don't define your demographics by gender and age. Define them by what they like to do or how they wish to feel.
As always, wishing you great success. —TT
Good point, define your target !
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