Introducing the collaboration

Bethany Williams’ consumer base would most likely fit the same age demographic as Heron Preston due to the nature of the brands both being streetwear. However, the consumer base of Bethany Williams would be different in terms of their lifestyle, buying habits, influences etc. In addition, I would consider Bethany Williams as an 80’s inspired, London based, hippyish brand due to the bold use of primary colours, the bagginess of clothing and the eccentric and

This consumer will be one that cares for the environment and social change, they will continue to buy into the brand due to the emotional and honest connection that was once built. Despite the brand being luxury and the designs being on the pricier side of streetwear, the consumer will continue to engage with the brand as a result of the environment being more important than how much the item costs. Bethany Williams is a brand that will draw the future consumer in as a result of the values aligning wiith the demands and

Despite being a Menswear brand, from my perspective, it would also cater to women due to the feminine shape of the flare trousers for example. Furthermore, Bethany Williams will be a brand that doesn’t market to a specific gender in the future, clothing will be genderless giving the emerging consumer more of a reason to buy into the brand.

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