The target market for A.B.Citified is, and more than likely will always be, men who range in age from their early 20s to their mid 30s. Generally our clientele will live in larger cities where being sartorially inclined is not only looked upon with admiration but is almost expected, as well as respected, in certain professions. For the men in these cities who struggle to find a place in which they are comfortable entering and spending long amounts of time in (as is required for perfectly fitted, tailored suiting) A.B.Citified will become their haven. Much as Dolce and Gabbana became the go-to brand for fashion outsiders as Joseph Hancock described them, “If Cinderella ever needed to replace her fairy god mother, she would call Dolce and Gabbana,” (Brand Story; Hancock, Joseph; 53) so will A.B.Citified become that brand for the men of large urban areas in the United States.
A.B.Citified is all about helping the young, urban male stand out when making his sartorial decisions in his day to day life. Our products will be easily worn and incorporated into his current wardrobe, but will also feature some small ‘Citified twist’ that will make the piece stand out in a uniquely remarkable way without drawing an extreme amount of attention to the brand itself. “The design team creates products that sparkle and has managed to change the staunch and uptight image of luxury fashion, making it fun and exciting for everyone.” (Brand Story; Hancock, Joseph; 53) Much the same as Abercrombie and Fitch became extremely well known for “(taking) basic garments and making them their own,” so will A.B.Citified for garments such as ties, cardigans, pants, and suits. (Brand Story; Hancock, Joseph; 91)
Part of what may prove difficult for the fashion industry in creating connections to this particular target market is the intrinsic fickleness of the industry itself. In fashion trends are always changing and while something one purchases this week is fashionable, it may be out the next week when the individual first wears it. By creating classic pieces that will never go out of style because they avoid the obvious trendiness of other apparel A.B.Citified will not only have a consistent brand image but also gain a large of market of men who like consistency in their lives, especially in their wardrobes. “I think that consistency in one’s image, whether fashionable or not, is important, as is determining the image that one is trying to project to one’s fans.” (Brand Story; Hancock, Joseph; 117)
