Identify the demographic characteristics of the target market for ✓ Solved

The assignment requires a written analysis of the Kill_Kapture case study, focusing on various aspects of the brand and its targeting strategy. You are to identify the demographic characteristics of the target market for Kill_Kapture. Additionally, the analysis should discuss the application of psychographic segmentation, particularly in relation to self-orientation. Lastly, you need to determine the targeting strategy used by Kill_Kapture. The written report should be a minimum of 1,000 words, including any appendices and references.

Paper For Above Instructions

Introduction to Kill_Kapture

Kill_Kapture exemplifies a unique positioning in the luxury fashion market by combining elements of military functionality and style. Co-founded by Mark Wales, a former SAS officer, the brand encapsulates the desired qualities of strength, resilience, and exclusivity through its signature product, the Pathfinder jacket. The jacket's design and marketing strategy access a niche demographic not well represented in luxury fashion, targeting veterans and service personnel who value both practicality and style.

Demographic Characteristics of the Target Market

The target demographic for Kill_Kapture primarily consists of individuals aged between 30 and 40 years. This group largely includes military veterans and current members of uniformed services such as law enforcement and firefighting personnel. An analysis of the U.S. population indicates that there are over 22 million veterans, representing a substantial market segment characterized by high disposable incomes and a lack of options in high-end apparel that meets their specific needs (U.S. Department of Veterans Affairs, 2021).

Moreover, the market shows a tendency towards outdoor and adventure activities, aligning with the rugged aesthetic of the Kill_Kapture brand. The target demographic is not only limited to veterans; it extends to those who admire the military lifestyle, are adventurous, and resonate with the brand's message of authenticity and purpose in creating garments that honor service members.

Psychographic Segmentation: Self-Orientation

In psychographic segmentation, self-orientation pertains to how consumers view themselves and how they express this through their choices. For Kill_Kapture’s target market, a strong sense of identity linked to their military background plays a crucial role in how the brand connects with its audience. The brand's approach resonates with consumers who see themselves as strong, capable, and resilient individuals seeking products that reflect their lifestyle and values.

The concept of self-orientation especially applies to individuals who take pride in their prior service and the skills they possess. The Pathfinder jacket, with its functional yet fashionable design, serves as a statement of both personal style and a nod to the wearers’ backgrounds, creating a sense of belonging and identity that is difficult to achieve with conventional luxury brands (Holt, 2002).

Furthermore, the brand incorporates elements such as a unique call sign for each jacket owner, underscoring individuality and personal achievement. This attention to detail reflects a customer-centric approach that sees buyers as distinct individuals rather than just another purchase number.

Targeting Strategy of Kill_Kapture

Kill_Kapture employs a concentrated or niche market targeting strategy, effectively focusing all its marketing resources on a specific segment of veterans and service personnel. By concentrating on this segment, the brand can tailor its products and marketing messages to meet the unique needs and desires of its target audience, which is largely undereducated by high-end fashion competitors.

This strategy not only solidifies the brand's identity but allows it to build deeper connections and brand loyalty within the military community. The marketing imagery enhances this connection, often using models with military backgrounds, reinforcing the brand's ethos of authenticity and strength (Schneiderman, 2019).

Additionally, leveraging endorsements from prominent military figures further solidifies the brand’s image among the targeted demographic. For instance, featuring James Mattis in promotional materials positions the brand as elite and prestigious, achieving further market penetration among admirers of military leadership (Croy, 2016).

Conclusion

In conclusion, the success of Kill_Kapture's targeting strategy can be attributed to its nuanced understanding of the demographic and psychographic characteristics of its market. By catering to this distinct audience, the brand has established itself as a serious contender within the luxury fashion market while fostering a strong community among its clientele. This focused approach not only serves to reinforce brand loyalty but also allows for meaningful engagement with those who share the brand’s core values of authenticity, strength, and purpose.

References

  • Croy, L. (2016). The Full Jacket. The West Australian.

  • Holt, D.B. (2002). Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding. Journal of Consumer Research, 29(1), 70-90.

  • Schneiderman, D. (2019). Marketing Strategies for Niche Markets. Journal of Business & Industrial Marketing.

  • U.S. Department of Veterans Affairs. (2021). Veteran Population. Retrieved from [VA website]

  • Grewal, D., Levy, M., Mathews, S., Harrigan, P., & Bucic, T. (2017). Marketing. McGraw Hill.

  • Quekett, M. (2016). SAS man’s new code: Who Wears Wins. The Weekend West.

  • Dong, N. & Liu, R. (2020). Targeting Market Segments. Journal of Marketing Research.

  • Smith, J. (2018). The Psychology of Luxury Brands. Marketing Review.

  • Jones, A. (2017). Addressing the Market Gap for Veterans. Military Money Matters.

  • Walker, R. (2018). The Ethics of Branding in Military Contexts. Journal of Business Ethics.