Target's demographic is incredibly broad and changes due to the town the store is in. Even though, "the median age (for their customers) is 46" (Walker http://www.heraldtribune.com/article/20061011/BUSINESS/610110648?p=3&tc=pg&tc=ar) the location in the Columbia Mall caters more to a different age bracket. For instance, the Target we are catering to is located in Collegetown, USA aka Columbia, Mo. There are many families that shop at this location, however, their is still a large student population that is shopping at this store for their essential needs, as well as their fun wardrobe staples.
As far as clothing brands, Mossimo was among one of the pioneering brands that Target began to carry in their stores (Target PR website). The brand is fashion forward and at the same time a line full of classic pieces and elements of design, strong structure and still a hint of youthfulness is incorporated with many of the designs. The shoes that have been seen recently in the Columbia Mall location are mostly flirty sandals that are perfect for those little summer dresses sprouting out of the Mossimo collection. The other style that is still being seen is, a wardrobe staple that any female needs to have, the classic pump. Mossimo for Target has his variation on this piece online in different colors and the option of closed to or peep toe, however, in the Columbia Mall location all that they have as of right now is the simple, clean-lined black patent-leather, closed toe pump. The price point on this shoe makes it perfect for the demographic, at roughly $25.
The reason we chose this style shoe is to hopefully bring on a more high-end feel to the Target ads and the Mossimo line at Target. Lately, Target has been having other designers randomly 'pop into' their stores with lower price point merchandise. Josie and I are hopeful that our ad layout will bring a higher standard to Mossimo. Through looking at current trends we have pulled color samples, such as jewel tones in emerald, ruby red, purples and teals. These colors can transition from summertime fun with cocktail dresses to richly colored shoes for the fall and winter months. The closed toe also helps with the versatility of this shoe.
My personal inspiration has been drawn through swipes I have made from the magazine pages of publications such as, Vogue, InStyle, Marie Claire, etc. Throughout looking at the trends in these fashion magazines I have not only noticed the vibrant colors but also the 'bombshell' quality related to the shoes and the models wearing this style of shoe. I personally like the glamourous feel the style represents, with models in bright red lipstick and loose curls and shiny shoes. I would like to incorporate this sort of model into the Target ad, just to play up the glamour factor for this shoe and the astonishing low price point. However, to play into the more normal style of Target ad we might also try to portray the same style and time period by using all props and not any models. Many Target ads found in magazines are just showcasing the product and models are not used. So it will be our opportunity to blend these two techniques of advertising, just the product and a model showing off the product, into a seamless design that fits the needs of Targets shoppers.
