Advertising 7 Min Read

Dress Your Campaigns for Success With These 7 Apparel Audience Segments

Written by Tim Edmundson

If you’re a fashion and apparel retailer, you are well aware how diverse the personal preferences of your customers can be. That’s why identifying audience segments that match your brand is so crucial to the success of a campaign. And getting it right can pay big dividends — Shopify’s Fashion and Apparel Industry Report indicates that the worldwide revenue in the industry is expected to rise from $481.2 billion in 2018 to $712.9 billion by 2022.

With that growth comes a greater need to stand out as a brand and find the perfect audiences to target with ad campaigns. Thinking out-of-the box about niche audiences you can target will take careful thought about your brand identity, however we’ve identified a few to help get your creative mojo flowing and give you a sense of the options out there.

Leverage 3rd Party Data to Find Unique Shoppers

When it comes to reaching an audience interested in fashion and apparel, 3rd party data provides insights that go beyond what your first party info is telling you. SteelHouse has partnered with Oracle and the Oracle Data Cloud to allow advertisers to provide an endless number of fashion and apparel segments. We’ve made our selections from their audience date  — let’s take a look.

Approach: Sneakerheads

  • Segment Name: Luxury Sneakers, Trendy Shoe Shoppers & Trendsetters
  • Why You Should Use This: This audience segment is fairly easy to target, but often hard to capture due to the high price point of their purchases. Luckily, Sneakerheads are big on research and will indicate exactly what they are looking for, not to mention willing to spend the big bucks on select purchases. And if they’re that into shoes, chances are they’re also real big on fashion in general, and will dedicate dollars to looking good.

Approach: Music Lovers

  • Segment Name: K-Pop, Dance Clothing shoppers, & Jazz Festival Enthusiasts
  • Why You Should Use This: It might surprise you to hear that one of the easiest ways to help you define a target audience in the fashion world is by finding a consumer’s musical taste. This personal preference of tunes can be extremely indicative of their potential fashion purchases. There is also the opportunity to target music festival goers, who often make carefully thought-out and trendy outfit decisions before these events in order to stand out from the crowd.

Approach: Teen Fashion Followers

  • Segment Name: Teen Fashion Content Readers & Gen Z Apparel Shoppers
  • Why You Should Use This: The number of potential customers from the ages of 16-24 is expected to grow to more than 1.2 billion by 2020, likely due to the influx of content available to young, fashion-interested consumers. This audience may have a lower-price point and therefore must be more discerning in their purchasing decisions, but they can also be voracious in their attempts to stay up-to-date on the latest trends in the world of fashion. Think about using a countdown timer on your advertisements of in-store discounts to capture their interests.

Approach: Green Mommas

  • Segment Name: Moms who buy green, Moms who shop like crazy, and Back-to-school-shopping
  • Why You Should Use This: Most brands in the fashion industry know that back-to-school shopping season is one of the most important times to target those Moms who are buying clothing for their children. But there is a niche group of women within this segment that are willing to spend more on their children’s clothes for the sake of environmentally friendly purchases. Capture them for effectively by calling out any green-friendly practices your brand engages in.

Approach: Night-on-the-Town Purchasers

  • Segment Name: Las Vegas Nightlife Researchers, Los Angeles Trip Planners, & New York City Events Researchers
  • Why You Should Use This:  There is sometimes nothing better than a night out on the town, especially if your outfit is on point. And as those heading to big cities may not yet possess the garments that will complement their celebratory attitude, they will be looking to make a purchase. Capture the audience looking for a special outfit for a special night by segmenting them based on their city travel research or “nightlife” interest.

Approach: Indie Brand Buyers

  • Segment Name: Unique and personalized Fashion, Horoscopes, & Hipster Clothing
  • Why You Should Use This: Many clothing buyers are flocking to indie fashion brands to make their purchases. Take advantage of these customers’ love of personalized accessories and clothing articles by calling out any specialization or customizable features within your products. Just make sure you don’t call them Hipsters to their face.

Approach: College Events Participants

  • Segment Name: College Greek Life, Halloween Costume Shoppers, & Patriotic Party Decoration Shoppers
  • Why You Should Use This: College Greek life is a unique but powerful audience — they can be affluent and have a huge influence on one another. And, of course, no one loves a party more than those in Greek life. But these events can have very particular dress codes, requiring their Greek-Life members to shop for specific articles of clothing. If you want to capture this audience, pay attention to typical greek life schedules. And brands should also make sure to target this audience with season specific ads that may coincide with these events, such as Halloween costumes for the fall.

Creative Targeting is the Key to Winning

There are many options available to fashion and apparel retailers looking to find the perfect audience segment for their brand. And yes, targeting usual segments that have traditionally worked for your brand will have an important influence on the success of a campaign. But from what we’ve seen, the unique audiences we have described above are looking for the perfect fit as well, and giving them a home may create a customer base that is loyal to your brand for years to come. So when you start planning your next campaign strategy, think about going beyond the obvious.