Eclipse
Demographics
Target Market will focus on both men & women in the age between 18-34. The brand would be most popular to people who are single but not limited to those who are in a relationship or married. Their income or their status in the economic structure would be those who are in the mid to high class. Customers are people who are fashion conscious with a sharp style. Therefore, their occupations could be related to the performing and visual arts or a pursuer of education! The brand is suitable in diversity. Want to look sharp and unique? Avant Garde is the answer!
Psychographics
The brand will be geared to this generation Millennials and Generation Z (1996-2010). Most of today's consumers are people who are young, independent and who are making their own decision. These youths are able to catch up to the latest trends through social media and are able to walk in confidence hence, the reason why this brand is leaning toward newer generations. This is an upstart fashion company and newer generation likes newer products. Therefore, we as a corporation, will be able to become a well-known brand. Becoming well-known will also increase sales and popularity with latest generations (4).
(1)Bowers, Katherine. "Avant-Garde Beauty, Japanese Style." WWD. N.p., 2013. Web. 18 Sept. 2016.
(2)Staff, WWD. "Biffi's New Take on Avant-Garde." WWD. N.p., 29 Dec. 2002. Web. 18 Sept. 2016.
(3)Wetherille, Kelly. "Yoshio Kubo Spring 2017 Show." WWD. N.p., 21 July 2016. Web. 18 Sept. 2016.
(4)"Citation Machine: MLA Format Citation Generator for Book." Citation Machine: MLA Format Citation Generator for Book. N.p., n.d. Web. 11 Sept. 2016.
Avant Garde is not another typical fashion. It is about being flashy and edgy. As the definition varies for others, Japanese designers focus on transforming body lines rather than complimenting it (1). Therefore, different shapes and silhouettes are selectively chosen as an expression. Hence, the many beauty standards around the world. There are some designers, for example Bifi, who likes the "clean" concept but not the "anonymous shapes"(2). This means that avant garde isn't exactly clearly defined. Japanese Designer Yoshio Kubo created Avant Garde Streetwear Spring 2017 which is when the exaggerated part are not the shapes and body line per se, but rather in the details, fabric and color choices (3). It is subtle but still avant garde.
Now, Avant Garde contains the same definition as the designers mentioned above while still incorporating shapes and silhouettes. It may not be as overly personified but more toned down while also enhancing small details. Therefore, there is room in the market for this brand. There are many perspectives on avant garde but this point of view is a very vogue yet functional for every day-to-day life. Meaning, it's not just for display on the catwalk. It is just the usual garments that customers buy and wear; but extravagant.