1 minute read
Target Segments
from Ellewear Brand Book
by Kim Wagner
Customer Description
SEGMENT #1: The Young and Trendy
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Demographic: women aged 20 to 30, college graduates, income between $25k to $75k, entry-to-mid level jobs Geographic: emphasis on cities such as NYC, Chicago, and Philly Behavioristic: seek versatility in clothing, frugal minded but spend more for quality Pyschographic: socially active, trend-followers, active on Instagram
Insight from Interview Research
“Generally, I associate the word ‘restricting’ with shapewear.”
Given this insight, Ellewear will aim to market itself as a comfortable
and breathable shapewear option. Shapewear is commonly viewed as tight and uncomfortable, therefore it is important for us to focus our
copywriting and visuals on defying that notion of shapewear.
SEGMENT #2: The Successful Businesswomen
Demographic: women aged 30 to 45, college graduates, income between $75k to $150k, mid-to-high level jobs Geographic: focus on large cities, with a sub-focus on suburbs Behavioristic: brand loyal, shops online, seeks affordable options Pyschographic: strongly values appearance, strives to represent themselves professionally, active on Instagram
Insight from Interview Research
“I have a generally negative view on shapewear. I mean, no one wants
to admit that they need it.”
Given this insight, Ellewear will aim to position itself not as something
women “need” to wear, but as something women “want” to wear.
We will accomplish this by making all aspects of shapewear fun and
