Target Market and Demographics

This post will be about target market for Fashion and footwear store. Following my pre-project plan my target market will be Gen Z and LGBTQ.

Gen Z is a population in are range from 15 to 25 years old. According to Brittanica website, Generation Z is, in general, the most diverse generation of Americans to date in a variety of demographics. The main feature of this generation is has more diversity than any of the previous generations. Designing Fashion and footwear store with this target audience requires more deep understanding of the mentality, lifestyle, values and many other factors.

Over the past 20 years, global warming and other climate changes have seriously affected on people’s lives, generation Z is more concerned about these problems then any of the previous generations, so sustainable and eco-friendly materials are important components in creating my project. In my design I will use local, sustainable and recycling materials which I will talk more in my next blog.

As I mentioned before Gen Z is the most diverse generation, who might requires inclusive and flexible spaces, that is why in my project I will include gender neutral fitting rooms and toilets. 

In terms of design, generation Z prefers modern type of design, especially minimalistic and laconic design. 

Demographic 

In general, according to 2023 data, 69,58 million people of generation Z live in all of USA, which is slightly less than the Millennials generation and almost equal to the baby boomer generation. The percentage of the generation in USA is around 20 %  of population.

Statista, 2023

Population of state of Connecticut is 3,626,205 people, 51,6 % of population are females, median age is 37.4.

This chart shows the percentage of the population different range groups. According to this chat percentage of population of generation Z is 11,9% of total state population, which slightly less than the percentage throughout USA.

In terms of demographic of particular Cromwell town, population of Cromwell has income $94,468, which is quite low, and that means that mostly population will not able to afford buying expensive clothing and will make purchases very rarely. That means that out store will not have a large flow of customers, so our goal is to invite visitors in different ways. Many teenagers and young stratum of society when they see new modern boutiques might be scare away because they may feel that they will not be able to afford clothes from that store or may face ignorant treatment from employees due to the simpler appearance. This may alienate out potential visitors, so in our store we will try to create conditions for the comfortable stay for all our customers. 

One way to make our customers feel more welcoming atmosphere is to offer them free wi-fi in store, multiple payment options including layaway programs, so customers with low income can afford buying more clothing, offer discounts, loyalty cards, provide more flexible hours. 

Other way is to creating a welcoming and comfortable space for LGBTQ+ group by offering gender neutral spaces such as changing rooms and toilets. Also, collections which will be presented in the store will be designed for people of different groups with different preferences. 

  

Reference list

Infoplease Staff (2020). CT Demographic Statistics | Infoplease. [online] www.infoplease.com. Available at: https://www.infoplease.com/us/census/connecticut/demographic-statistics [Accessed 22 May 2024].

Bureau, U.S.C. (no date) Explore census data. Available at:  https://data.census.gov/profile/Cromwell_town,_Middlesex_County,_Connecticut?g=060XX00US0900718080  (Accessed: 28 May 2024).