Target Market Project

This project provides a comprehensive analysis of the luxury clothing market, exploring both the external marketing environment and internal brand strategy. It identifies major industry trends, assesses competition, and proposes strategic approaches for differentiation and sustainable growth within the high-end fashion sector.The report begins by analyzing current marketing trends such as personalization, sustainability, and digital innovation, alongside economic and sociocultural factors shaping consumer behavior. It highlights how technology, particularly e-commerce and social media, has transformed brand engagement and purchasing patterns among affluent customers.A detailed competitive analysis compares two major brands—Ralph Lauren and John Varvatos—evaluating their positioning, target markets, pricing, distribution, promotion, and internal culture. These case studies reveal differing strategies in balancing tradition with innovation and emphasize the importance of authentic brand storytelling and consistent customer experience.Building on this foundation, the project develops an original brand concept led by the author, Jack Irwin, complete with positioning maps, target market segmentation, pricing structure, promotional strategy, and workplace culture. The analysis applies theoretical marketing principles to practical brand creation, illustrating a clear understanding of how luxury brands can thrive through emotional connection, craftsmanship, and experiential marketing.The report concludes with a section titled “LOWC”, which includes curated articles, websites, and interviews with professionals and customers. These provide real-world perspectives and qualitative insights supporting the project’s findings.Overall, the Target Market Project synthesizes academic research and real-world marketing applications to demonstrate how luxury fashion brands can remain competitive by aligning their values, aesthetics, and customer experience with evolving global market dynamics.