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Brand Overview
target audience
Target market segmentation
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Figure 14: Jacquemus Girls
Demographic
Female or Non-Binary Generation Z Age 18-25 Early Career (Acorn, 2022) Socail Economic Grading System: C1, B
Behavioural
Mainly shops online but does visit stores and pop-up on a regular basis especially for luxury items. Shops both luxury and high street clothing weekly. Would prefer to buy items which are good for the environment therefore shops luxury to allow them to be a higher quality, and shops at high street retailers who are conscious of their impact on the environment such as H&M (Tynan and Drayton, 2022). See Appendix C.
Psychographic
Values individualism and avoids labels. The target audience are more interested in the narrative and ideologies of the brand allowing them to connect and feel a sense of belonging. “Seven out of ten Gen Zers say it is important to defend causes related to identity” (Francis and Hoefel, 2018).
Geographic
City Slicker Europe or US Based
