Target Markets

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Being in the fashion industry, whether you are the designer, merchandiser, sales associate, it is critical to know your target market. Determing what kind of merchandise to sell is easy by being knowledgeable of your customers age, gender, what TV shows they watch, what kind of music they listen to, etc. Knowing your target market well, will ensure success.

Believe it or not there is a science behind consumers and what drives them to buy a pair of shoes, or a paticular pair of pants. The VALS segments places adult US consumers into different categories. These eight categories include innovators, thinkers, achievers, experiencers, believers, strivers, makers, and survivors.

http://www.sric-bi.com/VALS/types.shtml

Our group's retailer was GNC. GNC is a company that sells a variety of health supplements, vitamins, diet and energy products, as well as herbs. I believe GNC's target market would be considered achievers. Achievers are goal oriented and very family oriented. They place a high standard on image and prefer prestiege products.

When I took the VALS survey, I was labeled an experiencer/innovator. I like to take chances and experiment with clothes and accessories. I am interested in new ways in technology as well as new ideas. I definitely consider myself an experiecer. I'm very enthusiastic about the new trends. I also am placed in this category because I spend much of my income on apparel and accessories.