Target Customer Research- Brandy Melville Business Research Paper

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Target customer research- Brandy Melville
Brandy Melville is an Italian clothing retailer that has had a two-decade market presence. The clothes sold by the company include loose T-shirts and long cardigans, flowing summer dresses, and jeans. The combination of the products offers the company an opportunity to define their look (VanSlette and Waymer 120). The company’s approach to business has made it one of the game changers in how people shop and has attracted a large customer base over the years.
Target Segment Group
A review of the company’s development and growth shows that the company has established a market base by taking advantage of social media, which is popular with teens who form a majority of the internet users (VanSlette and Waymer 122). The target segment groups that fit well with the company are the bohemian mix and urban achievers. The Bohemian Mix is made up of the upper-middle income earners and middle age, family mix, which is perceived to have the most liberal lifestyles. This customer segment is ethnically diverse with a mix of young singles as well as married people. The customers range from learners to professionals. The group is also made up of early adopters who are first to check out the latest products such as movies, nightclubs, laptops, and technologies. This explains the increased use of the internet among the people and their engagement with Brand Melville products through online platforms such as Instagram.
The urban achiever's target segment alludes to the lower-middle income earners who have a younger family mix. This highlights the presence of teenagers in the families. The urban achievers are mostly found in the cities and are comprised of a diverse group of people, who include up-and-coming immigrants. These immigrants are from places like Asia, South America, and Europe. The individuals are young, and often singles, couples, or families (SimplyMap).
The target customers of Brand Melville are characterized by a young population of consumers who range from low to high-income earners. The individuals are college educated and live as singles or couples. The customers are also diverse in many contexts that include region, race, and ethnicity. These individuals can be categorized under the millennial generation with persons under the age of 35 being the principal customers for the company. These insights show that consumers are dynamic and seeking new and competitive fashion styles at affordable prices (SimplyMap).
From a geographic perspective, customers are found in cities and other urban settings that influence their dress code. In this context, the customers demand products that are trendy, casual, and appropriate for a range of jobs available in the urban setting. Brand Melville has been able to meet the customer needs through strategic positioning of the stores and thriving online business. The company has eleven stores in California, six in the East Coast, and one in Hawaii (VanSlette and Waymer 121). The climatic aspects of these regions also influence the kind of clothing sold by the company because of the coastal urban settings.
The Bohemian mix and urban achievers customer target segments...