I don’t quite have a specified target market/category/it girl in mind yet for my brand. Partly because I don’t have a solidified brand thought out yet. I do know, though, that I want to be able to familiarize myself with the target category. As I mentioned in my last post about Madewell’s campaign, I want my customers to feel at home and identify with my brand. I’m envisioning an affordable price range between $50-$300. I want my brand to be affordable for a wide range of consumers without compromising the quality of material.
Because I mentioned that I want my target market to be someone like me, I guess I’ll explain my kind of dress and fashion philosophies, and later refine them more to fit my it girl. First off, I think I’m a weird mix of both casual California and refined New York. Growing up in California, I pretty much wore jeans and a t-shirt every day of the week. I’d say I threw in some colorful plaid flannels in case it got chilly (that’s sunny California weather for you). It was all about comfort and ease combined with earthy tones such as olive greens and mustard browns. After moving to New York my style took a dark turn (in a cool, refined way). The city gave off an overall grey/monotone vibe, but it was bustling with the energy of the people and streetlights. I slowly resorted to wearing more muted colors and aquired simpler pieces for my wardrobe. My color combinations turned darker, and it wasn’t just because it was wintertime. The people and colder vibes influenced my own dress, and i find myself wearing more refined and clean cut blacks, greys, and neutrals. The mix of the two became unified as a mix of under-toned neutrals combined with casual ease. It’s not about being super showy or ostentatious, but understated in a cool, sleek way. In the end, I’m just having fun with clothes and looks, like a salad being tossed around. Sometimes you can get a mouthful of green leaves with a kick of vinaigrette, other times you get a mouthful of raisins. I guess I want my target audience to have the same approach- not to take everything too seriously, and just have fun with style and dress- but the end result looking harmoniously pulled together.
Californian Ease
Casual, earthy, ease
New York Refined
Edgy, neutrals, classic
