Why Defining Your Target Audience Matters
It’s wise to define your target audience for your fashion startup as soon as you can. It’s also important to continue to optimize and refresh that definition often. Every dollar that you spend building brand awareness and acquiring customers in your target market is more efficient than a dollar spent elsewhere.
Your target market is not going to be all women over the age of 18 if you’re selling a dress, even though it might fit women of any age. That is not a good use of your marketing budget or time, because you’ll be spending ad dollars reaching people who are not a good fit for your product.
On the other hand, you don’t want to start with too narrow of a target audience, unless you’re selling a highly specific product that’s only intended for a select few. A well-defined target audience is a bit flexible. Sometimes you’ll be surprised by the customers who find you, and that’s great news. It’s important to tackle this piece of your marketing strategy early on, with the understanding that your target market will change and shift over time. (more…)