A/ ASSIGNMENT RECAP

●      Select a specific generation to target with a new fashion brand you will create.

●      Research your chosen generation

●      Presentation should include:

○      Generation Consumer Insight Overview: Demographics, psychographics, lifestyle & activities

○      Proposed Brand: Branding, visuals, merchandise, store design

Suggested structure:

Generation Consumer Insights

Target Audience

About Brand

Business Model

3Ps

Positioning Map

Ethical Practices & CSR (optional)

Customer Profiles

B/ DETAILED GUIDELINE

Generation Consumer Insights

●      Choose your target generation (Boomer, Gen X, Millennials, Gen Z, Gen Alpha)

●      List out the features and behaviors that are associated to your brand

Example:

●      Gen Z (1997-2012) was the generation born in the digital age, from a young age was exposed to social media platforms and e-commerce sites.

●      Self expression: Individual, creative, and daring to live their own way, not much influenced by traditional rituals.

●      Realistic: Live life pragmatically through direct and simple advertising, using social media influencers sharing real experiences.

●      Connecting: The individual is dynamic, friendly, and easily influenced by social groups, making it easy to make friends and connect with others.

●      Differences understanding: A positive mindset and sense of connection foster respect and understanding of different truths. (McKinsey 2021)

Target Audience

●      Provide target audience’s demographic, psychographic, behavior, geographic

Example:

DEMOGRAPHIC

Target generation: Gen Z

Product category: Womenswear

Life-stage: Pre-family

Occupation: High school student, college student, other jobs

Income: Low to middle.

Source of income: Dependent on parents, working part-time & full-time

Purchasing power (per month): Medium

GEOGRAPHIC

Region: City

Location: Urban areas

Housing types: Middle class and above

PSYCHOGRAPHIC

Personality: Young, bold, active, dynamic, nostalgic

Online shopping behavior:

●      Decision-making process consists of thorough considerations.

●      Impulsive purchase: when a consumer has a sudden, strong, and often persistent need to buy something straight away.

●      Hedonic complex and emotional conflict

●      Often buy on impulse without thinking about the consequences. (Hausman 2000)

Offline shopping behavior:

Hedonically favors store decoration, scent, clothing styles.