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Kemal Forrester

For Timeless Style In A Trend Driven World

December 4, 2018

Why Marketing Is Not A One Size Fits All Strategy

by Kemal Forrester in The Designer Monologues


The saying “if you market to everyone, you appeal to no one” is one of the most sobering quotes about product promotion. Marketing requires a specific approach to capture the attention of your ideal customer. This includes taking into consideration the sex, gender, ethnic group, age, socioeconomic background and geographical location of your target audience. Sounds kind of complicated, right? Well, let’s look at the breakdown of each category.

SEX & GENDER

Women are from “Venus” while men are from “Mars”. Their shopping habits are very different from each other. Women tend to shop out of desire, for instance, they will often purchase a new outfit for every social event. On the other hand, the average man tends to shop out of necessity. Perhaps, it was time to replace that white button down shirt he bought a year ago because someone spilled sangria on it during happy hour. Some men and women are androgynous, therefore, they prefer products that are not gender specific. This is true for accessories, but most notably clothing.

ETHNIC GROUP

According to a recent Nielsen report, the black population in the United States has the purchasing power of $1.2 trillion dollars. In fact, Nike’s largest customer base is the black demographic. The Asian market, more specifically China, has increased their disposable income in recent years. As a result, premium brands like Louis Vuitton & Tommy Hilfiger recognized the need to communicate with their customers through China’s own social network, WeChat. The black male demo has a strong interest in sports, more specifically, basketball, football with a large number of high school varsity and college athletes. On the other hand, let us not forget about the fact that sneaker culture has always been based around hip hop music since the late 70’s & early 1980’s. As a result, depending on who you wish to reach, you will need to study and understand the interests of your target demo.

AGE

The methods you would use to attract 18-years-old is vastly different from your approach to 40-year-old. Each age group has different interests, activities, spending habits and level of purchasing power. It’s true, some of these things might overlap, but it is more likely that a 40-year-old is a part of the “BeyHive” than the “Arianators”.

ECONOMIC BACKGROUND

In New York City, there are several news publications. The New York Post, a tabloid paper, is at the bottom of the pile, catering to an elementary reading level and is also the most inexpensive at $1 on weekdays. On the other hand, the Wall Street Journal ranks as one of the top, with an intermediate reading level and costs $4 each weekday with a monthly luxury magazine. The average household income of Wall Street Journal reader is approximately $242,000 per year, which is over $100,000 more per year than the average NY Post reader. As a result, you are more likely to see a Cartier ad in the Wall Street journal as opposed to the New York Post. See what I mean about product placement?

LOCATION

Last, but certainly not the least important is, the geographical location of your ideal customer. How you approach your audience will depend on their lifestyle, habits, interests and culture. In the United States alone, these categories can differ based on region, for instance, New York is very different from Los Angeles from the style of dress, to the weather. As a result, you must understand what appeals to your target demographic in order to attract them.

Are you interested in launching your brand or do you need help on the next steps? Set up a free consultation with me here. What are your thoughts on launching a fashion brand? Leave your comment below. Follow me on Instagram, Pinterest, Facebook, Quora, & Twitter.

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TAGS: fashion consultant, fashion business advice, fashion business, fashion business consultancy, marketing consultancy, fashion marketing, business consultant, consulting, marketing, fashion startup, fashion startup consultant


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The work ethic is worth more than the money. If you work hard enough & show passion, the money will find its way to you. #fridayvibe #fridaymotivation
Transparency is the name of the game. It’s important to know that craftsmanship & quality is apart of your process. These are some of the things that justify a higher price point. #savoirfaire #luxuryproducts
There is something to be said for the feeling a woman gets when she has found the perfect dress or pair of shoes. The man who has found the suit that will help him look to part to seal the deal. I could go on & on about how fashion & beauty can affect, even transform lives. There is honor in what you do, remember that. #businessmotivation #fashionbiz
Work mode vibes #thankgoditsmonday #moneymakingmonday
Sundays are often a day of relaxation & reflection. As a result, our minds can become flooded with thoughts of the past week&/or the week ahead. The good news is, we don’t have to focus on the negative or believe any of the negative thoughts that may come to mind. Remember, we are usually our toughest critics. #sundayinspiration #sundayvibes✨
Looking forward to the moment when Spring has sprung to wear a little number like this from @aym.studio #springstyleinspo #stylevibes
Sometimes as a designer, there is a tendency to over design, but the key is often restraint. #quoteoftheday✏️ #nicholasburroughs
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The fortune is in the follow through & the follow-up #businessadvice #businesstip

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