audit 2
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13<br />
Target audience<br />
Investigating who the capsule collections consumer would be<br />
In order to think of the most effective way to revive the original Ed Hardy<br />
brand I had to gain a thorough understanding of the target audience<br />
to whom the capsule collection would appeal to. Initially, I recognised<br />
the original Ed Hardy brand had to appeal to young demographics<br />
due to market analysis revealing the original brand embodies current<br />
trends popular within youth culture. I considered targeting Generation<br />
Z as many individuals would not be aware of Ed Hardy’s brand due<br />
to their young age. This could work to an advantage as they would<br />
not have negative perceptions of the brand. However, targeting an<br />
older generation who knew the brand, such as millennials could spark<br />
interest through the theme of nostalgia being tapped into, similar to<br />
Juicy Couture repositioning ‘intended to revive interest among onetime<br />
fans’ (Nick Woodhouse quoted in Morency and Jiang, 2016).
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