Target Customer Analysis

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Customers in American Apparel market can be generally separated into three segments: women, men, and children. Each segment has its own portion of the overall market share. The U.S. apparel market grew 4 percent in 2011 with total dollar sales of 199 billion dollars (Beth Boyle). The growth of dollar sales in the men’s apparel market led the way in the adult apparel market with an increase of 4 percent. Women’s apparel grew by 3 percent and children’s apparel by 6 percent.

Women and Girls
Apparel demand in the US was valued at $89.9 billion in 2011. Clothing designed for women and girls represented the larger share of demand in 2011 given that this population segment is generally more interested in fashion trends (“ Apparel: United States” 5). In women’s market, “smaller” items had more impact than “big” categories. Also those items brought “newness” to the party (Beth Boyle). Expenditure on women’s apparel is above average for women ages between 55 and 64 years old (“The US Market for 55+ Customers” 59). Statistics shows that consumers in this group spend more than any other groups in women’s apparel.

I want trendy, and I don’t want to dry clean
Some 84% of women seek out easy to mix and match separates when purchasing clothing, yet those 18-24 is much less likely to do so than their older counterparts. These young women are much more likely to seek out clothing that is super trendy, or easily transitions from the office to nighttime. 18-24s are also less concerned with “no iron” or “tumble dry” on the label (Fay). Younger women are more cares about style and fashion, and mid age women focus more on its quality (Refer to Figure.1).

Men and Boys
Overwhelmingly, men dress for comfort. Some 85% of men surveyed say this best describes their personal style (Lipson). Additionally, nearly half of all men surveyed say they like their clothes to be classic. More than one third of men say they strive to look unique. Many men try to keep up with the latest fashions and would dress more stylishly if they knew how (Refer to Figure 2).

As a result of accelerating aging of American population, mid-21st century America will have different structure of population. The Baby Boomer Generation will turn to be 65 years old or more. As a result of the aging America, in 2030 the number of 65-year-olds will equal the children and youth between ages of 5 and 19. Baby Boomers have become one of the most important roles in American apparel market. Thus, older people have different perspectives of spending and different ideas about fashion (“The U.S. Mature Market” 8).

Older men dress for comfort, younger men want to stand out Older men, those aged 65+ are less likely to agree with most of the personal style statements compared to younger men. However, older men are most likely to dress for comfort. Some 92 % of men aged 55-64 and 92% of men aged 65+ agree with this statement (Refer to Figure 4). Younger men, those aged 34 and younger, are likely to say that they are want to look unique and stand out, and that they are interested in clothes and fashion. They also agree that they would dress more stylishly if they knew how (Lipson).

Besides, annual income and martial status are factors influences men’s attitudes to fashion as well (Refer to Figure 3 and Figure 5).

Infants, Toddlers and Teens
Parents often shop with children, so parent’s shopping behaviors makes great influence on this market. The majority of surveyed parents whose children are younger than 12 typically purchase children’s clothing at mass merchandisers (Donnell).

Most parents agree that their daughters have their own sense of style. More than 60% of respondents who are parents of girls aged 6-11 agree with this statement (The U.S Market for Infants). Not surprisingly, girls are partial to celebrities on clothing. Girls tend to be picky when it comes to choosing clothing, as they want to have a sense of individuality while also...
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