Market Research- Where Our Audience Might Shop

With our chosen genre of music, Indie, comes quite a distinguished fashion style. This makes it very easy to pick out high street stores, or in some cases, less high street and more independent boutiques. I think the type of people that listen to bands like Little Comets or others that came under our inspiration like Two Door Cinema Club and Vampire Weekend, take pride in dressing unique with a bit of an edge and genreally what they feel comfortable in. However in my opinion, the style is becoming more and more popular today which essentially eliminates the individuality of the style.

The first type of shop that our audience would shop in are high street ones that include: Topshop/ Topman, H and M, Urban Outfitters, American Apparel and Wellgosh. These three stores do sell branded wear as well as their own brand and are very popular amoungst our audience. You would find the majority of our males shopping in Wellgosh and females in Topshop.

           

Another type of store that is popular amoungst our genre are vintage boutiques. There are the more well known ones like Rokit or Beyond Retro, or ones in our local town of Leicester like Dollymix Vintage and Goldrush. I find that these shops do tend to stock more female than male fashion but that still doesn't mean that the males of our audience don't shop here. There are extremes to vintage which I think only a few people dare to risk getting away with, so I find that the most popular types of garments that are bought are Levis denim shorts, 80's shirts or shell suit jackets.

 

Lastly, there's second hand shops or bargin stores. These include charity shops like Age Concern or Oxfam as well as the online store eBay. Charity shops aren't popular with everyone because of the lack of choice, or if there is a choice you might struggle to find anything, but seeing as though the majority of our audience could be students they are always looking for ways to save money which in charity chops they can do! Ebay is also a good choice because, being students they might not have much time to go out shopping because of school work, so they can do their shopping online and find some real bargins that no one else will have.