Segmentation, Targeting and Positioning

In this lecture we learnt all about how brands position themselves and how we, as consumers are targeted by those brands. Here are the definitions I wrote down in the lecture;

• Positioning is a process and a strategy that may or may not succeed 
• Position is the actual metal slot where the consumer places the brand relevant to others
• Positioning strategy is the choice of target segments
• Rebranding is doing the same thing but change the logo, or colour palette for example
• Market segmentation is breaking up the market into segments then working out how to cater for that segment
• Masstige is a designer collaboration with a brand to make high end affordable 
• Consumer segmentation is grouping customers to target by looking for similarities

In the seminar following this lecture we talked about the different fashion tribes and how brands target different tribes. We thought of tribes such as;

• Hipster
• Bohemian
• Granny chic
• Vintage
• Indie
• Scene kid
• Mod/Rockers
• Hippy
• Preppy

We then discussed about whether we believe that we are targeted as part of a tribe or whether we consider ourselves to be completely individual. I believe that everyone belongs to some sort of tribe, whether they like it or not and they may not believe that they are being targeted by these brands but they are. 

We were asked to bring a picture of ourselves in our favourite outfit to this seminar. We had to describe what type of consumer we believed we are and what tribe we fit into. I said that I am quite a high street consumer, I mainly shop in Zara and Topshop but I do have the odd designer accessory/ piece of clothing. I believe that I am quite a rocker, I cant go anywhere without my leather jacket and I always wear a lot of black. My favourite shoes are my Chelsea boots and I try to add a splash of colour to my outfit with a bright top or necklace, this is why I think I am in the 'rocker' tribe.