My Market

 These are the first few boards that shape my market together. I am focussing of the X and Y generation  to put it scientifically. I am also keeping the Z generation in mind which follow the Y as I want my collection to sustain over generations. I have learnt through my consumer behavior paper that generations is a effective and readily used way of segmenting target audiences. Wikipedia quotes the following about the Y generation, "Characteristics of the generation vary by region, depending on social and economic conditions. However, it is generally marked by an increased use and familiarity with communications, media, and digital technologies. In most parts of the world its upbringing was marked by an increase in a neoliberal approach to politics and economics; the effects of this environment are disputed." Knowing this, I need to consider how I sell my clothing - possibly via internet, how I approach this segment - via facebook/ engaging marketing techniques and lastly how the clothes effect and fit in todays world environmentally - informing these consumers about my sustainable label. Author John Ulrich explains about generation X that, "Since then, "Generation X" has always signified a group of young people, seemingly without identity, who face an uncertain, ill-defined (and perhaps hostile) future." Knowing this, I need to emphasize the warmness and protective element of the collection with its neutral tones and versatile ways.

The collage above is by no means implying that couples will be targeted for my label. In this collage I simply wanted to emphasize the way men and women wear clothes and how they can wear similar pieces very differently making each piece very masculine/feminine. I picked photographs where the man and the woman where dressed in a similar way to emphasize this. As for my market, I can really see couples of this age and style wearing my clothing. People who like to layer with scarves and coats etc, people who like relatively loose/relaxed clothing and like to be comfortable. 

The collage above represents a typical home of my market or a house that they see themselves living in. Even if someone in my market is a university student living in a flat, they are the type of person who spends money on nice elements that make their area of the house homely and individual. The house is relatively clean and simple but has small knick knacks that give the rooms personality and interest. Everything is accessible because they are normally very busy. They may have young children so cleanliness is important.

This collage represents the style of my market. They like to mix different textures, wear ALOT of layers, wear mostly neutral tones with greens and blues. They care about the environment and are worried about the way we are consuming and how this will effect the future of their children yet they are unsure what to do about it therefore at any opportunity to buy green/sustainable they do. Saying this they do not go out hunting for it, it is an added bonus. They like to layer similar colors together, e.g. many blues/browns and tans together. 

What are you wearing? (Market Research)

This is my friend Pippa. In order to get a stronger idea of what and why people wear specific clothing I asked Pippa questions about what she was wearing today. 

What are you wearing? Vintage leather jacket bought for $200 from a store in Paris, leather with insterts 95% Polyester 5% Elastane. Vintage silk shirt 'Van Zon' 100% silk, made in China, given to Pippa from her Mum. Madame Hawk Pants, 70% cotton, 25% Polyester, 5% Elastane, made in China, bought for on sale for $50. Country Road white t shirt, 55% Cotton, 45% Modal. Chuck Taylors, bought for $99. 

Why are you wearing these pieces/how long do you intend to keep it/why did you buy it?

- Jacket: Wearing this because its raining a little today and keeps the wind and rain out. It is also one of Pippa's favourite jackets and she wears it a lot. Pippa intends to keep it forever! Bought it because she really liked the style and it reminds her of her trip to Paris. 

- Shirt: Wearing because she liked the layering effect. She intends to keep it forever because it was passed down to her through her Mum. Liked the color and 100% shirt which are normally very expensive.

- Pants: Wearing the pants because they are comfortable for university and went with her outfit. Intends to keep these pants until the end of the year (approx). Bought the pants because she already has the same pants in orange and really loved the style, she found these ones on sale.

- T-shirt: Wearing for extra warmth and like the layering. Intends to keep it for as long as it lasts as it is a good basic. Bought it for layering for summer and winter. 

- Shoes: These shoes are comfortable and practical for university. Intend to keep them until they wear out, Bought them for everyday wearing - match with anything. 

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I then broke down what I was wearing that day: 

Black Pants - Country Road $120
- Made in China, 100% Rayon
- Bought them to wear for the trip to New York last year, they were loose and comfy but didn't look too much like track pants
- Would like to keep the pants for a couple of years

Black/ white Top - Hurricane Jeans $30
- Made in China, 100% cotton
- Bought it because I like that kind of stye, really loose - its actually a boys top, would just be useful
- Would like to keep it just till the end of the year I guess

Blue Cardigan - Kate Sylvester $395
- Made in Chine, 75% Acrylic, 25% Mohair
- Because its verrry warm, I really liked the colour, and its Kate Sylvester so I can wear it to work (because she works at Kate Sylvester)
- Would like to keep it forever! As long as it lasts!

Grey Jacket - Ruby $40 (on sale)
- Made in China, 100% Cotton
- Because it was cheap and I liked he style - I'm a jacket gal!
- Would like to keep it for a while actually, for how cheap I bought it - I still really like it!

In conclusion the items that have a story or are more expensive are the one's that Pippa and I intend to keep for longer/ the ones we cherish more. Hence in my collection I need to sustain a balance between price/value and maintaining a story or background

Market Comparisons

In order to understand my market better (mid to high range) I decided to do some further comparisons using some research that Pippa found for her blog. 

Market Research

I decided to go around different shops and record myself talking to the shop assistant in order to get an idea of the most popular mens fashions. I made up a scenario that I was buying a shirt for my friends 21st and I wanted to no the most popular item. Some of it is very hard to hear (and very embarrassing as I sound like an annoying child) but I went to Marcs, Country Road, Barkers and Zambesi (in order). 

The results were as follows:

- Marcs: "Red is everywhere at the moment" - shop assistant. $59 dress shirt on sale. Very helpful and a little more casual which was nice.

- Country Road: emphasized slim fitting shirt as opposed to baggy shirt. Also in blue check and red check. $109 standard and I believe $79 on sale

- Barkers: Quite unhelpful shop assistant. $99 on sale - biggest selection of colors as the brand is only mens wear 

- Zambesi: Very helpful shop assistant. Silk shirt for $600 plus. Gingham two tone, only made in NZ, slim fit for $320

In conclusion, my favorite shirt was definitely the Zambesi two tone gingham and if money was not an issue I would definitely go with this. Saying this, I think you are getting the best value for money at Barkers at $99 as it was the largest selection of colors, some of which were more interesting than your red and blue check. As you can clearly hear in the video, I have the least conversation with the Barkers shop assistant and did not really enjoy my experience. This shows that above all value for money and price will normally win. 

P.s. I tried to upload this as a voice clip but it would only let me load the video so I cut the clip and this is a filming of it on my phone :) 

Market Research

In my Market Research I have included a range of markets from High to Low price ranges. I have included markets that are New Zealand made for example Kate Sylvester and Zambesi and others like Topshop and Just Jeans that mass produce to a western worldwide market. In addition to this I included Kow Tow which is a mostly sold online however features in boutiques like Good as Gold. It is an organic, fair trade label. 

Kate Sylvester is a high end market. It is mostly New Zealand made with designer clothing that is individual to the New Zealand market. It has the main line, Kate Sylvester and a diffusion line called Sylvester. Sylvester is seen as "Kate's Little Sister" hence the shorter hem lines, more colorful palate and overall more youthful appearance. The Sylvester line is in fact designed for the australian market. The lower price point is mainly due to the polyester blends used in most of the garments compared to the silks and mohair wools used in the mainline. 

Zambesi symbolises what New Zealand fashion is for me. It is a high end boutique label that presents a different/inspiring way of dressing. The clothing uses extremely expensive fabrics of the highest quality. The garments are mostly made in New Zealand and not mass produced hence the higher price point. 

Country Road is a mid range market selling womenswear, menswear and home ware. The garments use good quality fabrics with good finishes that are durable. The garments are mass produced and made off shore which explains the slightly lower price points. 

KowTow is a fair trade, organic womenswear and menswear label. They sell there clothes at boutiques like Good as Gold. The price point is mid range which is very reasonable for a sustainable company. 

Area 51 is a mid to high range market that stocks labels from Marc by Marc Jocobs to Adidas. These Lonely Hearts pants are made in New Zealand yet the price range is not as high as a label like Karen Walker. This could be due to the fabric being bought off shore. 

Just Jeans is a lower market company that follows trends in fashion. They use mostly man made fabrics which explains the lower price range of the garments. 

I included Topshop as it is important to "Think Global" in the present market. Topshop is an example of a business which has spread over the world. It mass produces clothing in both mens and womenswear. 

I included Hallensteins in my market Research to insure I was including a means wear lower market. Similar to womenswear lower market organizations, Hallensteins also uses very simple designs with mostly man made fabrics.