OUR TARGET MARKET
Canberra has the 2nd lowest median age of all capital cities in Australia (ABS, 2020). Canberra also boasts the two youngest suburbs in Australia, Acton (median age of 21.6 years) and Duntroon (median age of 22.3 years) (ABS, 2020). Closely located to the city centre, Acton and Duntroon are home to a large population of the capital’s students and military personnel.
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Faux Pas Label intends to gain the attention and trust of Canberra’s Generation Z subculture by providing a sustainable clothing brand for the nation’s capital. Generation Z affiliates are characterised by their independent and confident nature, their receptiveness to modern technology and their awareness for environment and surroundings (Robertson, 2018).
MARKETING TO GENERATION Z
At Faux Pas Label, we intend to build a brand around today’s youth by adapting the market to fit in with their abilities and characteristics, this includes:
Providing a sustainable brand which acknowledges and combats the environmental issues of clothing production.
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Representing the youth’s independence through quality made clothing reflecting their characteristics and confident attitude.
Using current trending media platforms to communicate with youth consumers.
Generation Z has disassociated itself from the traditional forms of media that predecessor generations have consumed, such as; television, newspapers and magazines. Generation Z consumes trending and evolving media, influenced by the current top 2 social media platforms; TikTok and Instagram. TikTok in particular has seen significant exponential growth since its initial release in late 2016. TikTok is a video-sharing platform, which allows users to easily create and share content with their friends and the public. TikTok has an estimated 800 million active users per month, approximately 60% of those users are from Generation Z (Doyle, 2020). On average, a user will open the application 8 times a day and will spend 52 minutes a day browsing (Doyle, 2020).
Faux Pas Label aims to raise awareness and establish itself as a brand by reaching the targeted Generation Z Subculture by communicating through trending social media platforms, such as TikTok and Instagram.
