The first step taken towards our market segment was to evaluate all market segment options. This is a very important step when collaborating a company. A company that has a well thought through, formatted decision process is more likely to succeed in the market. These options have been formatted into 4 major categories. The categories are geography factors, demography factors, social / culture factors and psychological factors. The characteristics of each category helped our company determine which components would benefit our company the most. When evaluating geographical factors urban cities and rural areas were the two main characteristics. Gender, age and race were characteristics of demography factors. Dread is a product that is suited to appeal to a certain lifestyle, evaluating social and cultural factors is very important. And this why the most attention was brought to evaluating the social and cultural factors.
MARKET SEGMENT IN AMERICA .
After comparing each category characteristics with the style of our product, we've decided that our product will generate more profit in an urban setting. Dread apparel projects urban life and attitude, hence the reason we feel Dread would be more of a demand in an urban atmosphere. .
Due to the activities and live ness that come hand in hand, with dread apparel, our company has decided to direct our apparel to males and females between the ages of 14 and 40. Consumers between these ages are more likely to be engaged in recreational activities, and therefore more likely to be interested in our product. .
By making Dread apparel appealing to young athletic trendsetters, Dread apparel will be properly represented and advertised. Trendsetters wearing Dread apparel can create a positive energy towards the apparel, in tern creating a demand among others who wish to generate the same energy. With the goal of creating live and active apparel, we also plan to direct our apparel towards outgoing, eccentric people.