The fashion magazine I produce for my NEA should target ‘a culturally sophisticated, 16-25 class AB demographic’.
It is important that the type of fashion featured in the magazine is relevant and interesting to the target audience so that they want to purchase the product.
My fashion magazine will include fashion for both females and males, so both genders are represented and thus inclined to read the product. A lot of trends when it comes to fashion can be applied to both females and males, so there is no reason not to have either social group included in the magazine or buying it.
A lot of people in the age range that my fashion magazine will be targeting, 16-25, will be in education, be it Sixth Form, college or university, and if they are employed, their jobs will most likely not be earning them a large sum of money. So, for that reason, the fashion magazine I create for my NEA will not be including designer clothes and accessories. Instead, it will be providing inspiration for looks that are just as stylish, but can be achieved with a much smaller budget.
Despite the fact the target audience for my fashion magazine is a class AB demographic, at the age the consumers will be, they will not yet be the lawyers or architects they are perhaps expected to be. However, the fact their families work in roles in the media or as bankers, for example, means that it is highly likely they will be lusting after the high end fashions they may have been brought up with, but cannot quite achieve as students or newly employed young people.
The ‘culturally sophisticated’ aspect of my fashion magazine will be unlike that of any other fashion magazine on the market as it is going to be targeting a new, different audience, with a new, different concept. The refined tastes and high standards of a ‘culturally sophisticated’ individual will be fulfilled in a way that means the needs of the age range of the target audience will also be met.
In terms of their psychographic profile, my target audience could be classed as Explorers. This means they like to discover new things and are attracted to new or innovative brands, products and experiences. The fashion magazine I will be making should provide them with the discovery they seek, as it will be showcasing how to be as fashionable as someone with designer clothes and accessories without the expensive price tag, and this it not something that can necessarily be achieved easily. The awareness of contemporary life is crucial not only for the consumers, but also the fashion magazine itself.
In the same way that the target audience of my fashion magazine will be a more solid part of a class AB demographic when they are older, they could grow into Succeeders based on their background. It is also possible that they already have characteristics of Succeeders, seeking control and believing that they deserve the best. As a result, it is simply vital that I produce a high quality fashion magazine.
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