In today’s society, tribal marketing has become a common practice for businesses to recognize and understand these urban subcultures. These metropolitan tribes are defined by their socioeconomic status, lifestyles, looks, shared ideas/symbols, as well as their own identity and individuality. Tribal marketing involves identifying the needs of these expanding tribes and creating brands and products to satisfy them.
As a designing team, we need to research and gain experience in analysing these trends and patterns in society of a specific target tribe, in terms of their lifestyle, behaviour, attitudes, values, beliefs, norms, as well as, the products that they connect themselves with. Throughout the design process, we need to identify the ‘visual language’ these products display and communicate with, that is the Elements and Principles of Design.
Our target market can be characterised by the following:
- Gen X, single, male, between 35 and 45
- Affluent, earns $250K per annum
- Independent
- Travels for work every 2 months
- Stylish, clean, has a rigorous taste towards quality living
- Luxury-oriented lifestyle
- Reads for leisure, listens to classical and jazz music, enjoys Theatre/Operatic concerts
- Health-conscious, works out at gym, enjoys swimming, tennis and golf
- Eager to learn new skills, multi-cultural, multi-lingual
Group members: Monica, Melody, Fendi and........ we rock! =)
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