Final Project: Target Market

London Destruction caters its unique style to men between the ages of 25-30. These men have house held incomes of 100k-200k. They are single and are not price conscious. I felt that there was an underserved market for this type of product because no one seems to have a product to market to these middle aged wealthy men.

These men are young business professionals that are freshly graduated and starting to work for large companies. They already have an expendable income and like to dress trendy. Typical stores that they might shop at include Saks, Neiman Marcus, Burberry, and Whole Foods. These men are body conscious and tend to work out a lot. I have taken this into consideration with the design of my clothing to fit a sleeker figure. This target market reads men’s magazines that include Men’s Vogue, GQ, and Esquire. Because I am targeting wealthy young men I knew that it would be wise to read about other successful people in the fashion industry that have been able to create profitable businesses by targeting wealthy clientele. A great example of this would be Ralph Lauren. “He has taken functional military garments, such as cargo pants and duffle coats, and traditional work clothes, such as canvas barn jackets and blue jeans, and turned them into luxury garments that sell for hundreds of dollars. Lauren’s method is known as lifestyle marketing and association; he places practical garments in a luxury context.” (Brand Story, Joseph Hancock, Pg.35) I think he was very smart by creating this type of lifestyle branding. “Ralph Lauren has dedicated 40 years of his life to the creation of his brand image.” (Brand Story, Joseph Hancock, Pg.35) I think he has built up an amazing company and I would be smart to start creating a lifestyle around my brand. Vera Wang was also able similarly build up her brand quickly. “She took the simple idea of designing her own wedding dress and, in fewer than 20 years, turned it into a multimillion-dollar company that now includes a deluge of products and home accessories that reflect and elaborate lifestyle brand.” (Brand Story, Joseph Hancock, Pg.73) She was able to successfully use the idea of “lifestyle branding” and create a huge company. “Vera has dedicated her life to becoming a leader in the industry and is an excellent role model for anyone who aspires to succeed in business.” (Brand Story, Joseph Hancock, Pg.86) Since my company offers multiple products under the same label I also would like to create a lifestyle brand. In the future I can even expand my brand like Lauren and Wang did.