OUGD503 - Studio Brief 2/Collaborative Practice
Target Audience Analysis
Reading the brief I clearly identified the target audience to be a very specific age bracket of 25-35 year olds, I noticed this is not GAPs typical target audience therefore established one of the main objectives of the brief is to break into this new demographic of a slightly younger audience than is currently associated with the brand. The brief talks about 'our customer' which enlightened me on how the brand likes to imagine their ideal customer hinting at what sort of thing they are looking for within the response to the brief.
They use bold adjectives such as 'Individual' and 'confident' to describe the customer and suggest their aspirational ethos taking inspiration from diverse ideas and beliefs that will help them to evolve in their own personal stye. This sounds very liberating associating the brand with such aspirational lifestyle choices that will elevate the consumer brand relationship.
Reading the brief I clearly identified the target audience to be a very specific age bracket of 25-35 year olds, I noticed this is not GAPs typical target audience therefore established one of the main objectives of the brief is to break into this new demographic of a slightly younger audience than is currently associated with the brand. The brief talks about 'our customer' which enlightened me on how the brand likes to imagine their ideal customer hinting at what sort of thing they are looking for within the response to the brief.
They use bold adjectives such as 'Individual' and 'confident' to describe the customer and suggest their aspirational ethos taking inspiration from diverse ideas and beliefs that will help them to evolve in their own personal stye. This sounds very liberating associating the brand with such aspirational lifestyle choices that will elevate the consumer brand relationship.
Looking more objectively at the target audience I found a useful study from Viacom Brand Solutions International called "Golden Age of Youth". This states how marketers often-overlook the 25-34 age group a part of the youth market.
Kevin Razvi, executive vice president and managing director of VBSI, said "... people are trying to stay younger for longer... 25-to-34 year-olds are continuing to consume music, gaming and the internet and are enjoying the pursuits of their younger years... we... need to rethink what 'youth' actually means and... (how to) approach this constantly evolving group of people." Though those between 25 and 34 remain youthful, there are some important differences among them and their younger and older counterparts. The study identified three distinct stages of youth: "Discovery" (16-19 years old); "Experimentation" (20-24 years old); and "Golden" (25-34 years old). Full article
This golden stage seems to reflect a more enlightened perspective where brands are less likely to define the individuals character which is common amongst brands that provide 'status symbols' with teenagers. This is positive for GAP which focuses more on high quality basics and will aids its new progression into a younger demographic as GAPs brand value could be positioned to fall inline with this 'Golden' stage of youth.
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