Ch. 8 Segmenting and Targeting Markets

With today's social media it is possible for almost anyone to start a line of clothing and advertise it and promote it for almost nothing, this increases the amount of new competition targeted towards youth and men's fashion. In order to combat this increased competition geared towards young adults between the ages of 18-40 Chubbies has made sure it targets the crowd at its earliest chance, mostly college students. Chubbies beleif is that they want their products to be timeless and stand out. They broadcast this message well by targeting leaders in each generation. People in their 20's tend to be most influential in a college environment so Chubbies takes to following leaders on big Universities such as athletes, sorority leaders and fraternity leaders. This establishes a target market that can not be overtaken by new competing small fashion brands and projects Chubbies into future styles keeping them relevant. Chubbies had also launched a 'male model search' campaign to gain awareness but it wasn't a typical model search Chubbies encouraged people from all shapes, sizes and looks to take part in their model search. This knocks down the walls and barriers typically put up by those fashion brands that only advertise certian looks making Chubbies target extend beyond what most people believe is a typical white frat kid.