research

1. Research
Your Name

2. Audience Research

3. Target Audience Profile
• My project is for those who like fashion, specifically streetwear fashion.
The age range I am hoping to target is both males and females within the
age range of 16-late 20s, but anybody can wear it and it doesn’t just target
those of that age range. The psychographic audience I wish to target is
belongers as they are loyal to brands, this would be good for my project as
I want them to continue to buy my products and if they think highly of my
clothing, they might introduce it to their family and friends, and it could
grow from there. The social status I want to target for my product could be
anyone from lower class and above as it won't be an expensive purchase
to the point it is unaffordable as I would, want anyone to be able to wear
it if they have a passion for my brand and fashion.

4. Audience Research
This screenshot here shows that overall,
among youths between 16-24 that these
clothing brands are the most popular and
mainstream in this generation.
American brands:
• American Eagle
• Pacsun
• Lululemon
UK based brands:
• Nike
• Urban Outfitters
• Shein
All have international shipping so just
because they are Uk or American based
doesn’t mean you can't get the clothes.
Brands like these are marketed through
social media platforms such as
Instagram, Twitter and TikTok etc as 95%
of 16–24-year-olds have a social media
profile.
For example, with the brand "corteiz"
that I have been researching and
following for a while they have reached
their target audience through these
social media platforms and because of
this they have grown massively.
This picture is from the Vogue Business, and they quote "Authenticity is core
to the brand message of Corteiz, which is marketed only through social media,
standing out in contrast to the heavy marketing spend of mainstream
streetwear brands. “Corteiz doesn’t gift people or pay for promotions, so the
celebrities you see rocking it have believed in it."
"Buying Corteiz feels like your part
of a community."

5. Audience Research
This screenshot shows the progress of
the customer growth of the
clothing company throughout 2020.
Boohoo actively targets the "Instagram
generation" to drive sales. Influencer
marketing has increased by 59% from
last year and is now a key strategy for
engaging boohoo’s core demographic:
women aged between 16 and 24. This shows the percentage of the
customer base with 55% of the total
revenue comes from the bits
generating Across the Atlantic in the US,
shoppers, amounts to 21% of its
revenue. 15% of boohoos total revenue
comes from the rest of Europe and the
other 8% comes from the rest of the
world.
Brits- £679.3 million in 2019/2020.
US- £263.6 million
Rest of Europe-£188.4 million
Rest of the world- £103.5 million
Boohoo's competitors and similar
sites.
The top social media networks directing
traffic to boohoo are YouTube, Facebook
and LinkedIn.

6. Market Research
Existing Products

7. Influence/Inspiration
Corteiz- (CRTZ)
• Corteiz has recently become famous for its streetwear and has a significant edge of its peers as when he
releases the clothes, they are limited drop and sell out minutes after. The founder of Corteiz (Clint) doesn’t
rely on reselling to maintain popularity, he believes that every item is just made to last and kept treasured.
A clever marketing strategy he has
used to be able to buy his clothing
is dropping the password on his
private twitter account for when
he releases the new drop to gain
access to the locked website.
No password- no entry!
Corteiz has a very distinctive and
unique style that has the whole
world wanting to get their hands
on the drops. This includes
authentic balaclavas, bold
messages and signature joggers.
The brand is targeted for both
males and females as he releases
clothes that are suitable for
everyone.
The designs have been worn by
celebrities namely, Dave, Jorja
Smith, Central Cee and many
others.

8. Influence/Inspiration
Trapstar- "it’s a secret"
• Trapstar is a London based streetwear and lifestyle brand created by 3 young boys in 2008 Mikey, Lee and
Will, who, despite their success, are trying to maintain a degree of anonymity. Trapstar also does limited
drops so some items are only available once.
The first trapstar t-shirt that was
made was from an old Nokia
phone by accident.
This screenshot here shows one of
the first pieces of clothing they
sold in 2008 during the "economic
crash" when nobody wanted to
take on new brands, so when they
it on to do a pop up they called it
the invasion. That is how they
produced the idea for this shirt.
Since Mikey was young, he had
always been interested in fashion,
for example after he left school, he
worked in the lower end of fashion
stores selling the first waves of
Moschino and D&G. He mostly got
his fashion experience came from
his boss who use to own Versace
on Bond Street.
Most recent trapstar drop.
One of the first drops.
Trapstar is a global fashion brand
worn by stars like Rhianna, Jay- Z,
Stormzy, Dave, Central Cee and
many others.
The founder of Trapstar, Mikey believes that if
you want to make your own clothes, you should
wear them yourself and if you don’t, don’t make
them. When he first started making clothes, he
realised this is the type of clothes he wanted to
make as it is close to him and what connects to
him.

9. Influence/Inspiration
Drama Call- (a) Hollywood Diary.
• Drama Call is an independent brand from Manchester that embodies the unforgiving side of society we
live in today inspired by American aesthetics such as graphics and typography. They flip slogans and take
daily aspects of life to present them in a theatrical yet sinister way.
This is one of their collaborative
brands in 2019 and as you can see
by what is on their shirt, they are
not afraid to sand their ground and
they are here to stay.
The founder of Drama Call Charlie
Bows released the "silence kills
collab" where 50% of the profit
would go towards the protest bail
funds which allow people to
continue protesting without the
fear of being locked up without
getting a way out.
Charlie Bows states in an interview
" he thinks everyone should feel
responsibility or at least feel the
urge to make a positive difference
in this world.
In late 2021 drama call released a collab with local rapper Aitch
and they wanted to amplify the fact that the brands reach isn't
just about the city but also about the presence embedded deep
in music culture, especially hip hop and grime.
There are little to no interviews out
there about the brand drama call,
instead they rely on the musicians,
artists and mates with clout to
market their brand. Simple but
effective.

10. Existing Product
• The location that picture has been
taken is in an urban area situated in
London. All the photos that the
brand take have a similar vibe to this
one you see here.
• He is sat on an affordable car
which might link to the fact
that he doesn’t care about
materialistic things and is
humble, this could also relate
to the prices of their clothes-
not being crazy expensive.
• He is maintaining eye contact
with the photographer so this
can give a sense of a friendship
to the audience with the
person in the picture and the
reader.
• In the picture he has his middle finger up which
resembles that he doesn’t care, and it fits into the
brand quite well because the slogan for his brand is
"RTW" (rules the world) so in this picture he is
giving off energy that he does in a way "rule the
world".
• The main colour throughout this
picture is black with a hint of yellow
on his cap. The colour yellow
resembles a warning of some kind,
this could link in with the logo which
is the Alcatraz which has a
maximum-security prison in San
Fransisco.
• His license plate on his car is almost
a statement of how tangible the
brand is, which is also a testament
to the DIY identity that the creative
Director Clint has threaded through
the development of the brand.

11. Research Analysis
• What common features do the researched products have? All the products I have
researched are all brands that
– All the brands that I have researched are independent brands that they have worked their hardest to
get to where they are now. They all have a very similar way of promoting their products through
social media and announcing their latest drop through Instagram and twitter etc. Also, the way they
all edit their photos have a familiar look of an old school 90s camera effect.
• What aspects of the research will you include within your on work?
– For my project I want to create a social media account, preferably on Instagram to promote my
clothing and let people know when the clothing would be released and a preview of what the
clothes would look like. I also want to re create the same way they edit their photos for my pictures.

12. Questionnaire Analysis

13. Audience research
• Observation: The results above show that out of 19 people who answered my survey 11 are female and 8
are male.
• What this says about my audience: This shows that my audience doesn’t have a specific gender target and
females and males are both interested in fashion.
• How will your product appeal to this audience: My product will appeal to this audience as when I make my
product, I will make sure to include clothing items that both female and males can wear or one of each.

14. Audience research
• Observation: The results above show that out of 19 people who answered my survey one was 15 and
under, 15 people are ages 16-19 and 3 are 20+.
• What this says about my audience: This shows that the majority of people who took part are teenagers
and the target audience I am aiming for.
• How will your product appeal to this audience: This will appeal to my product because now I have a little
insight and knowledge of what some of my target audience like and dislike and their overall opinion on
fashion.

15. Audience research
• Observation: The results above show that out of 19 people who answered my survey, 15 people are loyal
and stick to the same products and 4 others like to experiment and change their style up a bit.
• What this says about my audience: This shows that most teenagers who like a product will stick to
that certain brand and continue to support them.
• How will your product appeal to this audience: Hopefully, my product will appeal to this audience so that
when I release the clothing brand, they will like it and be loyal and stick to the products I make.

16. Audience research
• Observation: The results above show that out of 19 people, 13 people would stick to the brand if the price
didn’t have a dramatic change, 3 people could potentially look for other products and 3 people would still
continue to support them no matter the price change.
• What this says about my audience: This shows that the majority of my audience are still loyal to a product
if it is a reasonable price meaning they would buy it if it was worth it.
• How will your product appeal to this audience: My product will appeal to this audience as I will have price
tags that aren't extremely expensive and fit to match the quality of the product so that I keep my target
audience.

17. Audience research
• Observation: The results above show that out of 19 people, 14 people look at the quality of the product
when buying, 12 people look for the price, 15 people look at the design of the product, 8 people look out
to see if it is worth the money when buying it and another 8 people buy the clothes for the brand.
• What this says about my audience: This shows that my audience mostly are interested in products that
have good quality and match the price to the quality and design.
• How will your product appeal to this audience: I will make sure that the quality of my clothing will be
worth the price of the item, and it will have a design to attract my audience.

18. Audience research
• Observation: My results above show that out of 19 people, 9 people think that sometimes it is a good idea
investing celebrities to promote your brand, 2 people think its overall not a good strategy and 8 people do
think it’s a good strategy.
• What this says about my audience: This shows that my audience
• How will your product appeal to this audience:

19. Audience research
• Observation: My results above show that out of 19 people, the majority of people either only buy clothes
once a month or hardly ever, they both have a tallied vote of 7 leaving 3 people that buy clothes once a
fortnight and 2 people who buy clothes once a week.
• What this says about my audience: This shows that my audience aren't that interested in buying clothes
that much which means that when they do buy clothes, they really like the product and like to get their
moneys worth out of it.
• How will your product appeal to this audience: This will appeal to my audience as I will make clothing
items that they like so much they won't want to buy any other products.

20. Audience research
• Observation: My results above show that out of 19 people, 6 people spend up to £20 on clothes, 7 people spend
up to £50, 3 people spend up to £100 and the other 3 people spend more than £100 on one piece of clothing.
• What this says about my audience: This shows that my audience is quite diverse when it comes to clothing as
some feel that they like one product so much that they are willing to spend over £100 on one thing whereas
others don’t spend that much and might not think its worth it.
• How will your product appeal to this audience: My product will appeal to this audience as I will create a middle
lining in the price where people who don’t spend that much money on clothing will still think it’s a reasonable
price and want to buy it and the others who do spend money on clothes will think that it is a good reasonable
price for the product.

21. Audience research
• Observation: My results above show that out of 19 people, 15 people agree with the fact that higher
quality services should be improved, 3 people think that clothing should lower in price and one person
thinks that more different products should be brought out at once.
• What this says about my audience: This shows that my audience have a similar mindset when it comes to
the fast fashion industry.
• How will your product appeal to this audience: My product will have good quality services.

22. Audience research
• Observation: My results above show that out of 19 people, 15 people don’t only buy branded clothes and
4 people only do.
• What this says about my audience: This shows that my audience don’t really care if the clothing isn't a big
brand and popular and if they like it, they will buy it and wear it.
• How will your product appeal to this audience: My product will appeal to this audience because as I am
making it myself it is obviously not a big popular brand so the results show that my audience will still
support me even though its not a massive trending brand.

23. Interviews

24. Interview 1
• Would you buy this product over streetwear and if yes, why?
• Yes, I would buy this product because of the marketing to go along side the
product makes it more desirable for me to own.
• Would you be more likely to not buy the product if the
materials were not sustainable?
• Yes, because I look for products that are good for the environment.
• Do you prefer logos that have big logos with bright colours or
small print design with basic colours?
• I prefer big logos with bright colours as long as they are clean and not too
overpowering.

25. Interview 1
• Observation: From the results I have gained it is clear to see that marketing a product has good benefits
when it comes to creating a clothing line as you get to see what you are buying, and it is something you
want to invest in. Also, results have shown that majority of people who participated in my interview
prefer big logos with bright colours.
• What this says about my audience: From my results, this shows that my audience would rather buy
clothing that has been marketed correctly and in a way that interests them and grabs their attention.
• How will your product appeal to this audience: From reviewing this information I have received I will make
sure to include a unique way of promoting my brand so that the audience will want to buy my product and
be more interested. I will also be making my brand logo big with a bright colour as I already know this is
what my audience likes.

26. Interview 2
• What is your favourite colour of t-shirt to wear?
• Depending on the season, in summer I prefer to wear white but in winter I prefer
black.
• Do you do any research into the brand when buying its
product?
• Yes, I make sure I understand a bit about the brand, who it targets and who wears
it etc.
• How much would you pay for a t-shirt?
• I am happy to pay between £30/£40 if the t-shirt has a good design and is good
quality.

27. Interview 2
• Observation: I have observed that in different seasons people prefer to wear different colours. My
audience also like to do their research on the brand before buying to see if it is worth spending their own
money on. Most people would spend around £30 on a shirt depending on the quality of my product.
• What this says about my audience: This shows that my audience might like to wear bright colours to not
attract the sun and appear more vibrant for the summer season, whereas in winter you would want to
keep it more casual, and I have found out from research before people like to dress like the weather and
when it is in winter the weather is dull and black is considered a "dull colour". From my results we can see
that my audience like to research into a brand before buying a product and this could be for many reasons
such as, the quality of the garment as you would need to know if the clothing is worth the price, sizing
as many different pieces of clothes have a different size guide and you wont always be the same size when
shopping at different places and also some people might do research on the brand to see if it is on
trend and worth the "hype" if it Is on trend.
• How will your product appeal to this audience: My brand will appear to my audience as I will take into
consideration of the pricing and quality of the brand and make sure to have it as a suitable price. I will also
be making a black shirt as I feel like it is a colour that goes with anything you wear and is quite diverse.

28. Bibliography

29. Bibliography
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2. Rowley,D. (2022) Target Audience Interviews (conducted on 5th April 2022)
3. Mira,V. (2022) Target Audience Interviews (conducted on 5th April 2022)
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