Target market and Demographic

My target market for this project is Gen Z, a fashion and footwear store which will be located specifically in the United States of America. Gen Z in The US represent a significant portion of the population, Gen Z makes up 20% of the population in the US, which is approximately 60 to 70 million individuals (Feger, 2024). it is expected to make up to 27% of the workforce by 2025 "Gen Z is expected to comprise 27% of the workforce by 2025."(Flynn , 2023). 

Gen Z statistic 

Choosing US as the location of the Belle Cherie store was a smart way to attract the target market that I am focusing on which is Gen Z, since Gen Z in the US makes up almost 21% of the population, at the same time fashion is what Gen Z likes most. It is a great spot for a fashion footwear store, especially in a town in America. That means Belle Charie will be the focus spot for all Gen Z around and in this town, because they are more likely to explore and visit new places to spend time.

It is known that gen Z is the generation that loves fashion and trends the most, and they often spend their time doing shopping. The place where Gen Z is most populated is America, and that is where I will open my store. "Fashion is the favourite entertainment category for US Gen-Zers to spend money on, outranking other categories like dining, video games and consoles, and music." (Schneider and Lee, 2022). Moreover, a wardrobe is frequently the first important purchase made by members of Gen Z, and all they need is to stock it with brands items from their preferred stores (Kamal, 2022).

Gen Z and fashion 

Cromwell 

The Belle Chérie store is located in Cromwell, Middlesex County, Connecticut, and targets the Gen Z market, which includes people aged 12 to 27 years old. Approximately 20 and 23 per cent of Cromwell’s population is Gen Z (niche, 2024), which makes it an ideal place for a fashion and footwear store. The number of Gen Z people is very small compared to the total population of Cromwell (niche, 2024), so to attract the attention of Gen Z, a luxurious fashion & footwear store was designed in colours that are not repetitive, which makes it an interesting place to visit. The interior design is uncomplicated, which makes it easier for customers. In Belle Chérie, all the necessary things that a person needs in their daily life are available. Most importantly, the prices of the products are suitable for everyone.

reference list:

Feger, A. (2024). Guide to Gen Z: What matters to this generation and what it means for marketers. [online] EMARKETER. Available at: https://www.emarketer.com/insights/generation-z-facts/#:~:text=Born%20between%201997%20and%202012 [Accessed 5 May 2024].

Schneider, B. and Lee, D. (2022). Gen-Z and Fashion in the Age of Realism. [online] The Business of Fashion. Available at: https://www.businessoffashion.com/reports/retail/gen-z-fashion-in-the-age-of-realism-bof-insights-social-media-report/ [Accessed 6 May 2024].

Kamal, J. (2022). Gen Z Retail Trends: 3 Insights On How They Shop. [online] GWI. Available at: https://blog.gwi.com/trends/3-us-gen-z-retail-trends/ [Accessed 6 May 2024].

niche (2024). Cromwell, CT. [online] Niche. Available at: https://www.niche.com/places-to-live/cromwell-middlesex-ct/ [Accessed 1 Jun. 2024].