Leather Kick
Marketing Leather Gloves to the Younger Market
Following on from the first instalment about Small Leather Gloves, I am still endeavouring to delve deeper into the world of small leather goods and how if implemented correctly then leather is the ultimate fashion accessory. I am interested whether companies that produce fashion accessories such as leather gloves, handbags and jackets can segment, target and position their products to a younger market. When I refer to the younger market, I am referring to 18-25 year olds as they have the capabilities to purchase as they have disposable incomes and are still heavily influenced by the media and the latest fashion trends. I am a chap in his twenties and I must admit that I am influenced by my peers and if they like something I am more than likely to follow suit or adapt to do so. That is the case with all things fashion, if a person is exposed with a great frequency of messages that leather accessories are in fashion, then a younger person would believe that they have every right to buy a pair of leather gloves, for example.
I am a car driver, yet I don’t wear leather driving gloves. With the connotation that leather driving gloves could make me resemble Alan Partridge then I’d rather give it a miss. But that’s all it is. A perception of what is socially acceptable and what is not. I have been browsing the internet on small leather goods websites and the people modelling the leather goods are all young, when I say young aged between 22-30 and the gloves and handbags they are modelling actually do suit them.
I guess two factors have to be taken into consideration when targeting and positioning a target audience. Firstly recognise the demographic factors, i.e. what sex, age and location does the buying and secondly how much that audience are willing to pay. Internet marketing differs from standard field marketing, as the audience is actively seeking you as opposed to getting in the face of your audience and your non audience as well.
It can be assumed that the younger generation are the predominant users of the internet, yet the grey market is on the increase regarding internet usage. With this in mind, positioning the brand on-line can be adapted, as often is the case that the potential customer is on the site due to using a search engine and typing in a term that relates to the site. The key to that concept is that you have to get your the audience to type in “leather gloves” into Google. That depends on trend and product placement in key mediums in which the audience in susceptible. Some items of clothing such as leather shooting gloves and leather driving gloves are lifestyle driving purchases, but to actually choose to buy a pair a black felt lined leather gloves over a pair of woolly mittens to keep your hands warm in the winter is what it comes down to.
The recent passing of music icon Michael Jackson could stir a change in fashion trend, as the King of Pop was iconic for wearing a singular leather glove. To say that people will start wearing a single glove is preposterous but singular events can kick designers into gear and the first cog in the fashion trend model gets into motion and a trend can soon begin.
The next instalment of the ‘Marketing Leather to the Younger market’ will include how females are manipulated by E4 and gloss.
About the Author
J Ireland is a professional fashion journalist and blogger, with keen eye for trend spotting and understanding style. Currently researching the implications of how marketing leather accessories to the younger market have some barriers.
http://www.dents.co.uk
James Yap “Kick and Run” TAKBO! Leather HABOL!
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