G-Star Visual Merchandising Store Directive - Essay Example

Geographic Segmentation………………………………………………….4 SWOT Analysis ……………………………………………………………………..4 Designers …………………………………………………………………………….5 Trends and Fashion…………………………………………………………………..6 Visual Merchandising.…………………………………………………………….6 References …………………………………………………………………………..10 Executive Summary Christmas season is considered to be the busiest season in terms of shopping.

Bardot Retail Store of garments and clothing has planned to launch a new range of designer collection under the brand name of G-Star especially for Christmas season. This collection encompasses products such as apparels, accessories, shoes and other related items for men, women and children. The launch is being commenced particularly for the season of Christmas and will be off in other seasons. By doing the cost-benefit analysis, it is expected that like all previous subdivisions and clothing lines of Bardot, G-star will also prove to be a successful retail business in the fashion industry.

It is catering not only current market but is also pre-planned of tapping into the future generation’s choice. . The store will serve both adults and young. Fresh and new collection prepared and organized by renowned designers will be exhibited. G-star is pursuing for established clothing line business, striving to give tough competition to other retail clothing stores. In addition to local consumers, tourists will also be benefited by the wide variety of garments offered by G-star. Urban clothing line has always been of great interest to consumers and they never hesitate in buying and trying new style of clothes.

Target Market Target Market for G-star Apparel brand is selected on the basis of demographic, psychographic, behavioral and geographic features. Normally, in the season of Christmas there comes no major classification of target market as Christmas is an equal opportunity to celebrate for everyone especially in European countries. Further description of target market is given in the subsequent paragraphs i. Demographic Segmentation Demographics cover the variables such as income, gender, age group, occupation etc.

G-star is mainly focusing people who come from an average income group. Individuals who can afford to spend 20% of their income on clothing, accessorizing and personal care are selected as the primary target market. Both the gender, male and female will be part of selected target market. Age groupings that are mainly focused consist of age bracket of 15 to 40 years in order to cater the maximum number of customers. However, special segment of kids’ garments will also be available under this brand.

Demographics also cover the type of occupation of the potential customers. This section is covered under the head of income level. ii. Psychographic Segmentation Psychographic segmentation is based upon the psychological aspects