TARGET MARKET – Oxford Fashion Week

Oxford Fashion Week is an innovative, up and coming event, for this reason market research of previous attendants is limited. However, Oxford Fashion Week have been able to establish the profile of a typical person who would attend, they would be female, aged between 20-30, live in the Oxfordshire area and would have a passion for the fashion and arts industry. As the event is very local to the Oxford town area it is likely that a vast majority of the attendees are students at either Oxford University, Oxford Brookes University or one of the surrounding art colleges. This market research looked at geographic, demographic and Psychographic segmentation, the gender and age was established, where they live and come from, their occupation and typical interests. Having this information enables Oxford Fashion Week to create and place their marketing tools in appropriate areas where the appropriate people will be likely to see and read, hear or see it. There are, of course exceptions to this. Oxford Fashion Week is made up of several different styles shows ranging from the lingerie show, the concept and the ethical show, each of which have an entirely different audience. There will also be an ethical fashion gig, ethical fashion fair and a photography competition. None of these two events will attract exactly the same people, for this reason the marketing must be carefully selected and in order to attract the crowds it must be situated in an area accessible by the desired crowd. There will be people from the industry wanting to attend the shows or events; there may also be local council, educational groups, influential press and fashionistas a like. However reaching all of these different groups will require multiple marketing strategies.