CONSUMER

Figure 4

From my decision on the accessible luxury market, I turned my focus to my target consumer.

The generation that I am targeting my brand towards is Generation Alpha. This generation has been born into a world dominated by technology and has become very influential. Generation Alpha have become more aware of what brands they are buying into and their relationship they have with these brands. We can predict that they will be a more culturally diverse generation and socioeconomics (slightly wealthier). Generation Alpha are also referred to as the ‘Glass Generation’ as their glass-fronted devices will be their main source of communication starting from a young age. Generation Alpha are extremely tech savvy and fluently understand social media which is where I want my brand to be based for people to see.