A target market is most commonly known as a group of customers who the business decides to aim its marketing at, and therefore its products. Having a well define target market will help a business to target that market in and effective and efficient way.
One reason in which the London fashion week and the Florence and the Machine tour will differ in the in their target market, is because each of these events will have objectives which relate specifically to their event; this i will discuss later.
London Fashion Week aims to attract a target audience of both UK and international press, industry professionals, key leaders, students, buyers, editor and writers. The London Fashion Week is an invitation only event and is a trade only event. Many of the people who attend the London Fashion week will be of a high profile in the fashion industry which may be a reason to why London Fashion Week has this market its as its targeted audience.
Due to the London Fashion Week being an invitation only event it is difficult to put a finger on who in the market they are actually trying to target. Because of this, i then started looking into the sponsors of London Fashion Week. A main sponsor of London Fashion Week is the newspaper; London Evening Standard, a free daily newspaper which is given out to Londoner's every evening with up to date news. The London Evening Standard has an average readership of 676,000, 51% of its readers are male and 49% are female; even though this is very close in percentage, it doesn't surprise me that more men read the newspaper than women. Furthermore, i could also find that 70% of the London evening standard readers are aged 25-54, with an average age of 38. The final piece of information that i found was that 82% of the readers of this magazine were from social classes ABC1. Due to London Fashion Weeks newspaper sponsor, i can assume that if The London Fashion Week are advertising is London based. This says to me that they are trying to advertise the event to people who work or live in, or around, London. I can also take the information that we have found out about the newspaper and apply it to the target audience that the London Fashion Week are advertising themselves at; Men and Women aged between 25 and 54 and in the social classes ABC1, which may indicate that they have cash to spend.
Each year many famous faces attend the London Fashion Week such as Emma Watsons, Dita Von Teese and Sarah Jessica Parker, who are all well known in the fashion industry.
From information i have found on Mintel, i can say that the likely target audience for the Florence and The Machine tour are young people aged 14- 24, and also people in the pre-family life stage. Florence Welch's Twitter indicates to me that the majority of her followers are in or around this age group. These are people who are at an influential age and may admire Florence for her unique style and natural look. The Picture below shows TicketmasterUK Promoting the tickets to the Florence and The Machine Tour On Twitter, Via Florence. This Shows that Florence's followers on Twitter, are the target audience that they are trying to reach.
According to Mintel, the majority of people who attend a rock/indie concert are men who are within the targeted age group. This statement from Mintel made me curious as I believed that the majority of Florence and The Machines fan would be young females. Due to this I joined Florence and The Machines Members page which I found on her website. I then looked through some the members who were part of the site and found that many more of the members were female than male. From this I am going to assume that Florence's music may appeal more to women, than men.
I think that the Florence and Machine tour is marketed at an audience made up of both sexes, but its likely to attract more women fans, it is also targeted at people aged 14 - 24 as these are the people who are most likely to attend and enjoy the event.
My research has shown that the two events which i have been researching both have entirely different target audiences, from gender, to age, to social classes, these two events target audiences differ in every way. This may be because they are both targeting different sectors, or because they have different objectives for their events, or simply because they market and promoting their events in different ways.
And I'll leave you with this; Florence and The Machine - Shake it out
- British Fashion Council. (2012) London Fashion Week(online)Available: http://www.londonfashionweek.co.uk/
- Mintel Group Ltd. Mintel (2010) Music concerts and Festivals (online) Available: http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=479850/display/id=544052?select_section=544050
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