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Comme des garcon play Target Comsumer
COMME des GARÇONS PLAY’s target market can be described as City Sophisticates by Acorn (2022). According to Acorn (2022) these affluent younger people generally own flats in major towns and cities”. The City Sophisticate are known to be single or in a relationship without children, many of these people are graduates and white collar occupations which are known as “proffessional jobs”. Even though their careers are known as proffessional they are not all highly paid with their incomes above national average and pay higher rates of tax.
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City Sophisticates double the national average of ownership of iPhones, iPads and other smartphone and tablet devices.The internet usage is quite frequently used in order to keep up with current affairs, shop, download music or films and watch TV channels/ stream (Acorn, 2022).
Collaboration Target Consumer
Appendix c
McKinsey & Company conducted a study which showed the four core Gen Z behaviours. “Generation Z individuals value individual expression and avoid labels. They mobilize themselves for a variety of causes. They believe profoundly in the efficacy of dialogue to solve conflicts and improve the world. Finally, they make decisions and relate to institutions in a highly analytical and pragmatic way. Its members are more idealistic, more confrontational, and less willing to accept diverse points of view” (McKinsey&Company, 2018).
For companies to be successful in their sales and engagement McKinsey & Company believe that they “should be attuned to three implications for this generation: consumption as access rather than possession, consumption as an expression of individual identity, and consumption as a matter of ethical concern” (McKinsey&Company, 2018).
“Young people have always embodied the zeitgeist of their societies, profoundly influencing trends and behaviour alike. Technology has given young people an unprecedented degree of connectivity among themselves and with the rest of the population. That makes generational shifts more important and speeds up technological trends as well. For companies, this shift will bring both challenges and equally attractive opportunities” (McKinsey&Company, 2018).
