Define a Customer Profile Assignment

T​‌‍‌‍‍‍‌‌‌‌‌‍‌‍‍‌‍‍‍​his week, you will define a customer profile for the large apparel brand that you are forecasting for in order to focus your forecast on the target customer.

It is being left up to you to define what segment of the industry you would like to forecast for.

My company is Gucci Note: Support your report with high-resolution photographs, charts, and illustrations representing your target customer, their preferences, data, and competitors so that you can create a visual element for this segment of your final project.

Task 1: Define the Market Segment and Customer Profile Decide on the following categories and explain the reasons for your choices (you may choose one or more for each): Market/pricing category Does this retailer fit into the category of discount, mass market, budget, moderate, contemporary, better, bridge, or designer? Age range/generation Is this a company that caters to a narrow age range, or the whole family? What generations will you be marketing to? Gender Does the brand carry womenswear, menswear, childrenswear? Geography Where does the customer live? This can be defined by type (ie. urban, suburban, rural) or specifically by region (ie. East Coast, West Coast, Mid-West, coastal, Southern, Southwest, California, etc.). Merchandise types Does this brand carry casual styles, formal wear, workwear, sportswear, high fashion, swimwear, intimates, accessories, footwear, or a combination of a few? Consider what segments you wish to focus your forecast on. Now that you know more about the particular segments you are forecasting for, zoom in further, and define the target customer’s demographics, psychographics, culture, behavior, and lifestyle. Based on the decisions made above, report on at least 10 of the following areas, using credible re​‌‍‌‍‍‍‌‌‌‌‌‍‌‍‍‌‍‍‍​search to support your profile and justifying the reasons for each decision. Income level Behaviors and preferences related to generational cohort Types of activities and entertainment enjoyed by the customers Technological interests and abilities Media consumption Music preferences Educational level Work/Career Shopping habits Types of employment Ethnic backgrounds Fashion status: leader, follower, late adopter Marital and family status Political engagement Religious affiliations Also summarize and analyze your findings: discuss how the various historical, cultural, lifestyle and demographic factors may impact your fashion forecast. Research Tips: You are making choices, but these choices should also be supported with research so that you are basing your decisions on credible facts. For example, accurate information on class levels, income and education levels, marital status, family size, ethnic populations, etc., can be found through demographic research. Support can also be provided with data on generational behaviors, consumer preferences, etc. You can gather information from demographic and retail information websites and publications. Use the following links to start your research: US Census Quick Facts The Curve Report from NBC Universal Task 2: Competition and Market Analysis Based on your customer’s identity and interests, identify at least 3 other retailers who you would consider to be the main competition for your business, and explain why these were chosen. Include images of the competition’s product lines to further support your explanations and to use it in your final presentation. Also, summarize and analyze your findings: explain the significance of researching the marketplace and the potential impact of this information on your fo​‌‍‌‍‍‍‌‌‌‌‌‍‌‍‍‌‍‍‍​recast.