Designers' Target Demographics

[ilaughead]

I've always been confused on who exactly most designers chose as their target consumers. For instance, Chanel's runway shows have vibrant, short skirts and trendy tops, but are 20 somethings Chanel's main customers? And are the majority of women who can afford Louis Vuitton ready-to-wear edgy enough for Marc's designs? And, other than celebrities borrowing couture, who buys anything from Christian Dior's haute couture collections? Who is supposed to buy these clothes? I know it's not too hard for a 'normal person' to save up and buy something from a designer brand, but who is the kind of person who will spend tens of thousands per collection?
I just don't 'get' how there is a demand for such 'young-looking' clothes when I always think only old people can afford multiple pieces from these designers.

 

[Hard Core Dior]

I think Marc's edgy design for LV is affordable for younger people, especially when these young people live with their parents and work and have nothing to spend their money on (no bills, that is). If you go to those livejournal purse communities the majority of people buying LV are young girls (15-25).

 

[Bidwell]

The trickle down effect is what keeps most of the fashion industry working. Most revenue comes from perfumes or accessories, the easiest entry point for the consumer. I swear Gucci gets most of its profits from those silly flat bum bags everyone and their dogs still wear...
Girls buy the Dior bags or T-shirts but celebrities wear the couture (usually for free if they're suitable) and all buy the perfume while only dreaming of wearing the crazy frocks.
Most companies will offer a younger (cheaper) line like Miu Miu or McQ for more experimentation and accessible pricing.
Vive the hype!

 

[aldn]

Exactly. Everyone wants a piece of the pie. Very few people do actually buy designer clothes up the a**. You get inspired and some things you can only get from that designer. So everybody wins.

 

[Stylebites]

Don't be fooled. Couture collections are huge money losers for all the fashion houses in question. Those shows only go to highten their brand image. It's great "free" advertising when magazines all over the world show your wacky creations with your house's name slapped all over the page.

I think it's also easy to forget how much "new money" is out there. Especially in the Middle East (you should hear the stories coming out of Dubai!!), there are a lot of women, old and young, in the world with disposable cash. If Dior and the rest would be affected by women in your-town-usa not buying their clothes it would be a different market but the majority of the merchandise is being snapped up in money rich fashion capitals.

 

[Lena]

consumer target does not always have to do with the mood/styles projected during fashion shows, its a totally different thing what we see on catwalk and what actually sells in the showroom

like stylebites just said, shows are mainly for PR and promotion of an image, this is not what sells or to whom it sells..
true hat big fashion houses are making most of their money from make up/perfume/accessories lines, unfortunately, the clothes are there just to 'push' the money maker products and licences

 

[stilettogirl84]

I agree with Lena- a lot of the time, what ends up in the stores and whats on the runway are different entirely. The in store items are more often then not more "normal" or "wearable" versions of the runway stuff. the runways are more to project an image, or a seasonal concept rather than to display the actual clothes that they expect people to buy.

 

[aldn]

I agree with Lena- a lot of the time, what ends up in the stores and whats on the runway are different entirely. The in store items are more often then not more "normal" or "wearable" versions of the runway stuff. the runways are more to project an image, or a seasonal concept rather than to display the actual clothes that they expect people to buy.

I think it also gives us new ways to style. And sometimes it makes it seems as though things in their show are only produced by them. Like Prada with the Star and Heart prints you can't go out and find that any old day well for men anyway... And like Cloak and Marc Jacobs they I own nothing from them but often like the models that walk the runway

 

[laboheme]

bump..i've wondered abt this too... anymore more scoop/info?

 

[haruki]

I have a friend who used to work at the Gap headquarters. He said they knew pretty well what demographic would buy which items at the Gap, Old Navy, and other lines they own. They knew, for instance, that only the gays would buy those bright orange pants, the asian ladies would buy that particular oatmeal colored sweater, the frat boys would buy those shorts, that poncho would be popular with sorority girls in the midwest but not in the south, soccer moms in the suburbs would be buying the pants in green, the urban woman in a particular zip code would buy them in grey, red, and cream but not green, etc.

 

[KhaoticKharma]

consumer target does not always have to do with the mood/styles projected during fashion shows, its a totally different thing what we see on catwalk and what actually sells in the showroom

like stylebites just said, shows are mainly for PR and promotion of an image, this is not what sells or to whom it sells..
true hat big fashion houses are making most of their money from make up/perfume/accessories lines, unfortunately, the clothes are there just to 'push' the money maker products and licences

I could see that... I know pleanty of people with Louis Vuitton handbags and Fendi parfume, but I seldom see people in the clothes.