The document discusses the target audience and market research for the clothing store Expression. It notes that Expression's main audience is older teens and young adults aged 16-25, particularly male sports enthusiasts. The local area demographics match this target well as the average age is 18-34 and there is an almost equal ratio of males to females. The local population also has a higher income and education levels on average. Research shows many locals are interested in sports and gym activities. The store aims to appeal to "Aspirers", who are materialistic and like to connect to others through fashion and favorite sports teams. Expression offers niche vintage and sports clothing not found elsewhere locally.

1. Client Project Research
Daniel Thompson

2. Audience
Expression's main target audience is prodominantly older teen and young adult (ranging
from 16-25) males that are into vintage fashion and American sports. Particularly sports
enthusiasts as there are one of a kind signed items available. This is almost perfect for the
local audience according to records on Cameodynamic.com as theage range of the area is 18
years old to 34 and the store stocks clothing ranging in size from kids' juniors to 4xl further
explaining the age range being catered for. Although being prodominantly male based,
Expressions has a wide variety of clothes for women too as the local area has an almost
equal male to female ratio (excluding the rest of the York area). Expressions is utilising
higher prices in it's business due to the local audience is middle classed meaning that they
may be more willing to pay slightly more for products due to a higher income. Along with
this fact, I have also found that there are more people in the area with degrees, phd's and A-
levels than those with no qualifications which indicates also that the audience will be able to
spend more. Thanks to the website: Cameodynamic.com, I have also been able to find out
that there are more people in the area that go to the gym and associate themselves with
sport than people who don't. Sports radio stations such as 'talkSPORT' are rather popular
too which clearly helps the business of Expressions. There is a low ratio of cars to people in
the area meaning that more pedestrians will be passing by, this means that the business will
need to capitalise on the store front advertising.

3. Audience
The main psychographic character that Expressions is aiming to bring into it's business are
Aspirers
Aspirers
Aspirers are portrayed to be materialistic and affiliative which alone is perfect for this type
of business. Affiliative people like to feel connected to others people through any media
they can and with Expressions, Aspirers who are interested in sports and sportwear can buy
their favourite team jersey or shirt, etc and be part of the team's fanbase. They can even
buy signed jerseys of real sportsmen and women to fill their materialistic needs. Aspirers
are also really into fashion and their own image in regards to the public. Expressions sells
the most up to date sports clothing and also hosts its own vintage clothing section along
side. Vintage clothing is becoming a more popular choice amongst younger and older
customers alike and therefore I feel would be a very good thing to capitalise on.
Mainstream/Niche
Expressions is mainly a niche business as it is in the sale of unique items not found
anywhere else nearby and also clothing which isn't exactly mainstream however is a
growing style.

4. Existing Products
This is a screenshot from a double page
spread of a lookbook for young children. I
chose this product because of the main
features of it such as the preview of the
outfit and the brief description of the
featured outfit.
The clothing is well lit and clearly shows
the colours and fit of the model's clothing
which gives the viewer a better insight to
the offered clothes in the store. It also
visually persuades the potential customer
to visit the store or look at the rest of the
outfits available.
The pastel colours used both in the
background and clothing are specifically
chosen to appeal to a female audience and
the vines growing up the wall and on the
girl's crown could also be symbolism for
purity and nature. This all comes together
to create a innocent, fresh style which
particularly female parents would connect with
and be persuaded by.

5. Existing Products
This is a screenshot from a double page
spread of a
lookbook for the fashion brand, Sarah
Pacini. This product delivers a more
simplistic design with the only colour
presented being the outfit itself. This
makes the clothing pop out more and
makes the audiece focus on the
products. The models used in this
product are slim and act professionally
on camera. This shows the best possible
view of the outfits on offer and acts as a
method of persuasion.
The photos featured on the product are
all seemingly produced in a professional
studio. This gives the product a higher
level of quality which reflects the quality
of the clothing for sale. There is little
information on the page and no
description of the clothing. This, again
forces the audience to look at the photos instead.

6. Bibliography

7. Bibliography
1. La Coqueta. (2018). Spring & Summer Cookbook 2018. Available:
https://www.lacoquetakids.com/lookbook/spring-summer-2018. Last
accessed 10th January 2019.
2. Sarah Pacini. (2018). Sarah Pacini S/S 2018 Lookbook. Available:
https://www.businessoffashion.com/organisations/sarah-
pacini/projects/sarah-pacini-s-s-2018-lookbook. Last accessed 10th
January 2019.
3. .. (2018). .. Available: https://www.cameodynamic.com. Last accessed
10th January 2019.