In the segment of the clothing market, sustainability has relatively grown because of cultural awareness. In the expansion cycle, cultural awareness has increased the demand for new clothing to enter the market and make established ones conform to sustainable practices. Despite the growth patterns of sustainability in the clothing market, lack of clear marketing strategies and product unavailability have significantly hampered the customers from spending on it. Therefore, it is essential to first consider the culture of potential customers before developing a brand that is to enter into the market.
In Indonesia, Bali is one of the largest islands with vocational appeal and sunny beaches. The island is rich in culture with amazing geographical features making its scenery attractive and breathtaking. These beautiful sceneries and amazing agricultural activities attract millions of tourists each year, and hence the need for the locals to change their lifestyle arises. In Bali, people live according to the underlying cultures ( Pramartha & Davis, 2016 ). Therefore, it is vital to understand their culture so that the clothing brand to be developed should conform to their way of life.
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The Clothing Brand
Wovi Short Pants brand for men everyday wear is a brand that best suits the people of Bali and also bends to their culture. Initially, the Wovi short pants brand has faced a lot of shortcomings despite being sustainable. This brand features both trendy and classic styles with a larger focus on the culture and natural wonder of the Bali people. The brand fosters the use of sustainable materials, outstanding labor practices, and the production of zero waste products. The brand uses fully biodegradable fabrics to emphasize on the clothing product lifecycle. The brand is distinctive and makes potential customers understand its attractive nature by describing its inherent value.
Target Market
The target market I will be focusing on comprises of young adult generation from the age of 15 to 35. This group of individuals is my target market since these individuals, whether married or single, are commencing their own lives and, more so, finding their personal and preference clothing style. In the target market, the style is essential; hence the brand will be on the edge of fashion while being sustainable and affordable to potential customers. My greater focus will be Wovi short pants wear for men because the target market contains males. The brand will also come in different sizes, i.e., small, medium, and large, to suit people's body sizes on the Indonesian island of Bali.
Target Market Occupation
The target market occupations revolve around married and single men between the age of 15 and 35. Many occupations of these sets of people revolve around agriculture and tourism since the economy of the Indonesian island of Bali is based on tourism and agriculture. Considering that the target market economy is not predominantly well off, the clothing brand will be of high quality and sustainable and affordable. To this target market, eco-friendly and durable clothing materials are highly valued
Target Market Psychological Shopping Habits
The psychological shopping habits of this group of individuals are somehow impulsive but mostly methodical and smart because they try to spend their hard-earned money wisely. Their methodical and smart psychological shopping habit does not change the fact that this group of individuals values up to date and trendy fashions. The natural and beautiful scenery of the Bali Island inspires this group of individuals to keep and maintain the island in a glorious state since they grew up surrounded by such outstanding sceneries. It will be essential to educate the target market on the brand's zero-waste production process as it will create a more significant selling point of the clothing product.
One of the itchy facts about the clothing customers is that few usually value the sustainability of the clothing product and willing to prioritize its aspect. As reported by Lim College, millennial shoppers claim to embrace sustainability and social change drive, but least consider fashion eco-friendliness when making their purchasing decisions (Zaczkiewicz, 2018). In making a purchase, most participants believe the price value and the ease of purchase while the minority mainly considers the eco-friendliness of the fashion before making any purchase. With this consideration, it will not be easy to attract the target market by majorly focusing on the sustainability of the clothing brand.
Target Market Demographics
The target market demographics mainly comprises of the most significant Hindu minority in Indonesia, Balinese Hinduism. Despite Balinese being the dominant population in the isle, some other ethnicities in the region include Bailage, Javanese, and the Madurese. On the island, the dominant language is Indonesian, but most residents can communicate in other languages such as English and Chinese. The lifestyle of the Bali people is deeply rooted in their culture. The strong preference of their culture makes it an important aspect to consider in the target market. Therefore, the clothing brand will respect the Bali people's culture and, more so, provide new and trendy styles preferred by the target market.
Appeal to a Broader Market Segment
Wovi Short Pants men's everyday wear seeks to venture into a broader market, and therefore strategies to broaden the market must be placed. Despite the brand being eco-conscious, there is a need for the brand to focus on clothing prices and sustainability. Because male shoppers tend to be price-conscious, the brand will broaden its market segment, balancing the emphasis on quality and the price of the clothing brand.
Also, for the brand to broaden its market, the Wovi Short Pants should come in different sizes, for instance, small, medium, or large with varying sizes of the waist. This act will ensure that all the males in the targeted category acquire a product that best suits them. By focusing on clothing sizes, the brand will have many customers than just producing apparel products with the same sizes.
The brand should target the consumers with positive messaging because the ideal customer of the Wovi Short Pants is a relatively young and well-educated individual. These massages should be highly convincing to convince the majority of the males to purchase the clothing product. These messages should also contain the Wovi Short Pants' prices to be familiar with the product price. Finally, the Wovi Short Pants apparel products should be readily available for the growing population of the customers. The targeted population has little patience in shopping; hence, their interests should be piqued, and inquiries promptly addressed.
References
Zaczkiewicz, A. (2018, Feb 13). When it comes to millennials’ fashion buys, price and convenience trump sustainability. WWD . https://wwd.com/business-news/business-features/millennials-fashion-lim-college-1202559435/ .
Pramartha, C., & Davis, J. G. (2016). Digital preservation of cultural heritage: Balinese Kulkul artefact and practices. Digital Heritage. Progress in Cultural Heritage: Documentation, Preservation, and Protection , 491-500. https://doi.org/10.1007/978-3-319-48496-9_38
