Targeting the Sustainably Minded Customer

Determine your target market category and how and why these consumers embrace fashions that are made of environmentally friendly fabrics. You should research and define your product’s targeted customers and describe their characteristics. Description of a Target Market: Occupation, gender ratio, average age, geographics/location, psychological shopping habits, demographic, and lifestyle preferences. Gauge the importance of sustainable products to this customer.

For example, if you are creating for kids’ wear, indicate age(s) of child; however, you will need to think of a profile for the primary caretaker of the child (parent, grandparent, guardian) so that you can market to the caretaker properly. By Module Two, you should have an idea of the market category you are choosing for this garment line, and you may choose ONE of the following: women’s, men’s, juniors, petite women, plus-sized women, or kids’ wear. Indicate the subcategory/style description, for example, sportswear (everyday wear), activewear (such as yoga wear), playwear, or sleepwear.

Remember, you will be using sustainable fabrics, so keep in mind which target market would benefit best from eco- friendly garments. Keep in mind the size range of this collection. Choose the appropriate size range for your market category. For example, if you are doing kids’ wear, you may choose to target toddlers (size range is 2T-3T-4T). An example of junior girls’ sizing range is 0–15. The format should be a short paper. This milestone is graded for the quality of the research/data you uncover and validate (cite all information), compilation of the information, the content of the descriptions of each the features of your specified target customer, and the way the data is expressed as it applies to this project. This milestone will be graded using the Milestone One Rubric.

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