DREAM BAG PROJECT - The target

Hi everybody!

Welcome back to DREAM BAG PROJECT.

As I promised, we are going to talk about the TARGET.

We  must define it, to locate our product in the market.

The Target is delineated by several aspects:

-          Age

-          Geographic segmentation

-          Socioeconomic segmentation

-          Culture

-          Behaviour

-          Related products

When I design a product, I must imagine what is the kind of person which will buy it.

We want to design a women bag collection and we identified some potential categories, belonging to different geographical areas, ages, social classes. Let’s have a look:

The smart casual:

She is a refined woman with a simple elegance. She follows the fashion but she never leaves her personal style. The smart casual look is perfect for your office outfit.

The Fashion Victim:

She is the first who wears the new trend. She is a self-confident and up-to-date woman.

Denim:

Chinos and sneakers are her uniform. She is dynamic and youthful.

Vintage:

She is very romantic. Her style is nostalgic and sensual.

Street Style:

Gritty look for a young woman.

Hipster:

The hipster style mixes vintage looks with modern concepts.

Sport:

She uses technical materials and comfort fits for a better performance.

Glamour:

She is a sophisticated woman, very elegant and well-off.

Have you chosen your style?

When you have found it, you can start to create your moodboard, collecting some similar images you like.

You can also identify some brands with a similar mood.

You must analyse their target price, their marketing strategy, their consumers and the trends they follow.

Some samples?

If your aim is to a vintage collection, you should have a look to the Ottod’Ame which reinterprets with elegance vintage fabrics.

Do you want to design a hipster collection? Go to Scotch and Soda website! Now you must ask yourself: “Which kind of bag could match with this outfit?”

If you know the brand Campomaggi, you immediately will think to that!

Your exercise for the next time will be:

-          To analyze one of the style you like and to collect some images of it.

-          Find an original idea, detail, accessory, philosophy that will make your products different from the others.

This will be useful for the first draft of our moodboard.

In the next video you will discover my choice and I will show you how to do trend research.

Thank you for watching me see you next time!