AS2: Task 1 Part 2: Market and Target Audience Research

Market and Target Audience Research

Target Audience Research:

In preparation for the forthcoming advert my group and I are going to create, I needed to gather information from a specific group of people. This would ensure that I can portray certain items of clothing in the advert that are appropriate for a certain target group. In this case, my group and I specifically targeted people in their late teens to early adulthood. Shown below is the survey I prepared for the advert. For this I used the site www.surveymonkey.com 

Create your own user feedback survey

This survey was example of a qualitative research and overall I received appropriate responses that related to my research. I also printed out the survey for the audience to complete. I plan to gather more responses for a more accurate result.

Creating the survey's enabled me to gather information on the audiences likes and dislikes of our new clothing brand.

Another form of research collected would be in the form of a focus group. The focus group will demonstrate a group of people answering questions relating to our Elite Spring Collection. 

I've recently collected the results of a few customers who have participated in my survey, there results will be shown below.

As you can see, from these results the majority of customers who participated in the survey were female - they dominated this question 20% more than males on this question.

100% of customers fell into the age range of 15-18. Unfortunately this result didn't exactly provide me with an accurate result because the target audience is aimed for those aged 20+ as well, however it does help me to only create clothes for teens in the age range, 15-18.

The majority of people answered that they would shop for their clothes online, whereas the remaining 20% answered that they would shop for their clothes at River Island. These results are able to give me the idea that the Elite Spring Collection should be sold online mainly. Although our product could be sold in shops, the vast majority of people aged 15-18 would buy our product online as this is where they shop the most. 

The survey demonstrates that 80% of people heard about out product through a friend, while 20% of people heard about our product through a family member. 

This question presents which designer shop customers would buy their clothes from. One popular demand was Gucci. 

A lot of customers have not attended a fashion before, however some plan to visit a show in the future. This is beneficial because our collection in the future would be presented at fashion shows and this would give people the chance to have an interest in our work.

This question was included because London, New York and Paris are the three main cities that produce top fashion in the world.












People often tend to buy matching outfits when they go out to shop. As you can see from the results, the majority of customers answered that they would sometimes buy a matching outfit, leaving 40% of customers saying that they would definitely buy a matching outfit when they go out to shop.











The vast majority of people said that they would spend a maximum of £180-£200 or £300+. This would help to provide us all with an ideal price of how much our product would cost if we were to sell it.











Generously, customers have rated our Elite Spring Collection very highly. It is our asset to provide customers with the satisfaction our product.

Market Research:

Below I shall be importing different advertisements that revolve around market research.

Here we see Kendall Jenner advertising the Balmain collection for a recent H&M advert. H&M use famous faces to advertise their clothes and someone as famous as Kendall Jenner is in the limelight right now can influence people towards the younger generation to buy this collection. Eventually this could help lead to the increase in sales in the future.

This is an advertisement for 'Zara Man'. The advert focuses on one specific group of people - men. Due to the advert being targeted towards one specific group, there would be a huge influx of men buying this product as Zara is also a very popular store for clothing.