The target market for our sleepwear brand is youth between 25 and 55 years old who are looking for sustainable clothing. This age group has more disposable income. They are able to spend on premium goods tailored to their values. Among this target segment, it is estimated that close to 75% will be females, given the fact that data shows women have a very high demand for comfortable sleeping bags (Groton & Spadola, 2023). Our products will mainly target the middle class and upper class that earn $60,000 to $125,000. From a geographical perspective, the areas we will concentrate our launch on are major metropolitan cities along both coasts of the USA, where sustainable fashion comes first and subsequently goes mainstream.
Among the psychographic characteristics of our target market, we can distinguish purpose-driven consumers who are concerned with social and environmental issues. This group of consumers looks for brands that reflect their enlightened view of the world. In particular, millennial and Gen Z segments of our target population demonstrate the strongest preference for business entities whose mission aligns with fairness, inclusion, and environmental sustainability. Our sleepwear will support their identity of being change agents in our society. Most are lifestyle bloggers, influencers, and activists who will also advocate for our mission-driven brand.
Additionally, our target audience prioritizes self-care and personal health. The ongoing wellness trend intersects closely with ethical fashion as consumers recognize that what they wear should not just be stylish but also promote comfort and wholesome sleep for overall well-being. Our natural, non-toxic materials and skin-friendly textiles will appeal greatly to this segment, which actively makes purchases tied to healthy living.
In terms of behavior, our target demographic shops online frequently. This will be done directly through our social media or our brand website. Younger generations especially demonstrate a clear preference for the convenience and variety of e-commerce over traditional brick-and-mortar stores. However, a strong omnichannel approach will be critical, as many first learn of emerging sustainable brands via physical storefronts or pop-up locations before following and purchasing directly online later. This market also responds very well to influencer marketing on social channels.
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