tag:blogger.com,1999:blog-71218273140849612962024-02-20T09:38:36.083-08:00Tiff ShambareFashion & LifestyleTiff & Preehttp://www.blogger.com/profile/07525150094527004792noreply@blogger.comBlogger6125tag:blogger.com,1999:blog-7121827314084961296.post-57059950023214811032018-11-29T13:04:00.001-08:002018-12-12T06:45:16.295-08:00PLT X ASHLEY GRAHAM<div style="text-align: left;">
<span style="text-align: justify;">Previously, this year in September, Pretty Little Thing dropped their most needed collaboration with body activist plus size model Ashley Graham. The collection comes in sizes 6 to 28 and the collection offers items of clothing cater from all body types from hourglass and petite as well as, the women that are in between. However, some customers have voiced their opinions and completely are against this collection and this is purely because, PLT collaborated with a plus size celebrity so customers feel as if that all the models should be curvy, plus size women.</span></div>
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Figure 1- <a href="https://www.blogger.com/Available%20from:%20https://www.prettylittlething.com/black-long-sleeve-cowl-neck-bodysuit.html">Ashley Graham </a> Figure 2- <a href="https://www.prettylittlething.com/black-satin-strappy-eyelet-lace-detail-midaxi-dress.html">PLT model </a></div>
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Pretty Little Thing vision is to create clothing for women of all body types and the brand has been scrutinised in the past for their sizing and this collection Ashley Graham gives them the opportunity to address these rumours. The CEO of Pretty Little Thing <a href="https://www.questsearch.co.uk/2018/03/big-interview-umar-kamani-founder-ceo-prettylittlething/">Umar Kamani</a> clearly recognised the fact that there is opportunity for selling clothes in a wider variety of sizes including plus size and ignoring the fact that the fashion industry seems to have a <a href="https://www.businessoffashion.com/community/voices/discussions/why-is-the-fashion-industry-ignoring-the-plus-size-market">stigma</a> with plus size fashion. "The aim of a celebrity collaboration/endorsement is that the cachet and sparkle of the celebrity personality will become directly associated with the brand and that this will reinforce the brand`s image and position in the marketplace" (Posner H, 2011). By doing this collection, PLT is recognising the fact that everyone is different therefore customer`s bodies are going to vary. "Understanding of the customer is central to all aspects of effective marketing. Many businesses become so focused on internal processes or monitoring the activities of their competitors that they fail to recognise the needs of changing requirements for their customers" (Posner, 2011). PLT has to compete with brands like Boohoo and Missguided but, PLT has realised that trends and customers are forever changing. With celebrities like the Kardashians popularising the use of cosmetic surgery with women altering their bodies to become more voluptuous and PLT being able to cater to their needs and having more clothing that is accessible for their curvy customers.</div>
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One of the massive problems with this collection is its lack of advertising. The collection was not advertised as much as Pretty Little Thing`s Karl Kani collaboration. The collection was promoted through a launch party with celebrities like <a href="https://blog.prettylittlething.com/prettylittlething-starring-ashley-graham-the-launch-party/">Vanessa Hudgens</a>, Miguel and Megan Barton Hanson (Love Island contender). The fashion press do play a substantial role in fashion promotion. "Fashion magazines are vital cogs in the machinery of fashion promotion in terms of advertising and editorial." (Posner, 2011). As well as this, the collection did not receive a lot of media coverage with only magazines like <a href="https://www.cosmopolitan.com/uk/fashion/style/g23452326/ashley-graham-pretty-little-thing-dresses-pictures/">Cosmopolitan</a> and <a href="https://www.glamourmagazine.co.uk/article/ashley-graham-pretty-little-thing-interview">Glamour</a>. The brand may have missed the mark with this collection as it was not as popular as their collection with <a href="https://www.prettylittlething.com/campaigns/karl-kani/">Karl Kani</a> which ended up being sold out after being restocked. The reason why the Ashley Graham collection was not as popular as other PLT`s previous collaborations is because of the lack of advertising the collection received and because of who PLT`s target market is. PrettyLittleThing target fashion conscious young women and the brand has been slammed about the collection with <a href="https://www.thesun.co.uk/fabulous/7447118/prettylittlething-under-fire-promoting-unhealthy-look-plus-size-models-obesity/">critics</a> stating that the brand should not be promoting obesity. </div>
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This further explains how society are not embracing plus size women even though its a market that PLT can dominant in but, some members of society are still not accepting of all body types. When PLT announced their collection with Ashely Graham some Instagram users were commenting that Ashley was unhealthy just because, of her body type even though she constantly posts videos of her Instagram account of her exercising. For the brand to be successful in their next collection they need to consider all these factors but, the brand cannot please everybody!</div>
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<a href="https://lh3.googleusercontent.com/kzzy3xs89ECM_ehg0fbY00QjTLF_ruSdcoPx07LzCpR5w5vMt0q78FWzS3EPyIBHtQGF__BOQ4venxbqpXykQiSUjNIlPCRHB1tqsE5imHIiL0lPJqm63HqybvpZkj22gmaPtj9myL9ELg2saKsjxEr_r0IAZZ-gtBXoudMFa15ebodfkaf5pWKKdeTP9VauNbdhEIgB6RJMcuHYqN-y6tSgR6aLpLdKk8ZcOZ18mNLb3wHbmWrEmBbXKj-HQc6LefkQcuUEkBDLWpK6CJJ0HqOKrx779kyXPzEu-OF158EygZMR6Tor6rtMBkh0ihNvLu4PKrHjrPrQRHLU6k_ZA-lNNilsOilvLvv9ZCSuWQSd5PCHVh0L2mKQ785SjXEadkdrtkr5S3qjsz11cSpEO5vGe9Hh-s-pLcRgpG_FyiAhawRjdozw_3kXudCNDl8wnRuKCXfJ9YZWJ9TFtuWmZkzssSHSzNrzF5m6qc5jED-SfAJaN-ynjdfGOSNU2yVTxfCp2sc2bKIaWasGlNsPDQOtyr4uB_wKFzeJD-p180_MRScN_18iAbjAUZ6AKYCMqjwTJcsOSI7CzMUDSbnlarCvSqTdyRvYKo_ZUFuXJ_LTTbVsDPx_OMXal1W4dmWkrhA8ayz_MFrb6ulrgS3UmkUFhppa4Za_9WhFAX_lVSQ6CNhav11UwVYzyg=w593-h889-no" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="320" src="https://lh3.googleusercontent.com/kzzy3xs89ECM_ehg0fbY00QjTLF_ruSdcoPx07LzCpR5w5vMt0q78FWzS3EPyIBHtQGF__BOQ4venxbqpXykQiSUjNIlPCRHB1tqsE5imHIiL0lPJqm63HqybvpZkj22gmaPtj9myL9ELg2saKsjxEr_r0IAZZ-gtBXoudMFa15ebodfkaf5pWKKdeTP9VauNbdhEIgB6RJMcuHYqN-y6tSgR6aLpLdKk8ZcOZ18mNLb3wHbmWrEmBbXKj-HQc6LefkQcuUEkBDLWpK6CJJ0HqOKrx779kyXPzEu-OF158EygZMR6Tor6rtMBkh0ihNvLu4PKrHjrPrQRHLU6k_ZA-lNNilsOilvLvv9ZCSuWQSd5PCHVh0L2mKQ785SjXEadkdrtkr5S3qjsz11cSpEO5vGe9Hh-s-pLcRgpG_FyiAhawRjdozw_3kXudCNDl8wnRuKCXfJ9YZWJ9TFtuWmZkzssSHSzNrzF5m6qc5jED-SfAJaN-ynjdfGOSNU2yVTxfCp2sc2bKIaWasGlNsPDQOtyr4uB_wKFzeJD-p180_MRScN_18iAbjAUZ6AKYCMqjwTJcsOSI7CzMUDSbnlarCvSqTdyRvYKo_ZUFuXJ_LTTbVsDPx_OMXal1W4dmWkrhA8ayz_MFrb6ulrgS3UmkUFhppa4Za_9WhFAX_lVSQ6CNhav11UwVYzyg=w593-h889-no" width="213" /></a><img src="http://cdn01.cdn.justjared.com/wp-content/uploads/2018/09/graham-prettylittlet/ashley-graham-gets-star-support-at-prettylittlething-launch-party-06.jpg" height="320" width="213" /></div>
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Figure 3- <a href="http://www.justjared.com/photo-gallery/4153554/ashley-graham-gets-star-support-at-prettylittlething-launch-party-06/">Ashley & CEO Launch Party </a> Figure 4- <span id="goog_384386383"></span><a href="https://blog.prettylittlething.com/prettylittlething-starring-ashley-graham-the-launch-party/">Vanessa Launch Party</a><span id="goog_384386384"></span></div>
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<u>References</u></div>
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Posner, H. 2011. <i>Marketing Fashion</i>. London: Laurence King.</div>
Tiff & Preehttp://www.blogger.com/profile/07525150094527004792noreply@blogger.com0tag:blogger.com,1999:blog-7121827314084961296.post-15798420918290986242018-11-29T13:04:00.000-08:002018-12-12T06:47:36.103-08:00That Fashion Nova Fit<h2 style="text-align: center;">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEicgF4yg5E166ih9VWrmbU5D7ZDXuRp9PS3Fc766IgEtp35fUIGIgk2lnb6B6LpQFjiJwEVly0q27_kpxxA_zKxjAhWM9CIRsH_Xq0QI7vu6UdRhm71wYSpI2LMPk2aucGKQmLXkaOQjHQ/s1600/Fashio+Nova.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="601" data-original-width="750" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEicgF4yg5E166ih9VWrmbU5D7ZDXuRp9PS3Fc766IgEtp35fUIGIgk2lnb6B6LpQFjiJwEVly0q27_kpxxA_zKxjAhWM9CIRsH_Xq0QI7vu6UdRhm71wYSpI2LMPk2aucGKQmLXkaOQjHQ/s400/Fashio+Nova.jpg" width="400" /></a></div>
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Figure 1- <a href="https://www.instagram.com/p/BqMmUnbhEKU/?utm_source=ig_share_sheet&igshid=n89b4duiumpe">Cardi x FN</a></div>
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Fashion Nova is a American clothing brand that built a name for itself following their jeans, that sell for $35. The reason why customers love their jeans so much is because, of the stretch denim in the jeans that fit perfectly around the hips and waist. The brand has said to have better jeans than Topshop.</div>
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The Fashion Nova x Cardi B collection was launched on November 15th this year and the collection features everything from coats, dresses and shoes. The collection was only advertised through their Instagram account, e-marketing as well as, the brand having a launch party for the collection. Even though, the brand used little advertising to promote the collection, the collection ended up being sold out twice after being restocked. This shows the influence and increase in social media and through social media platforms like Instagram & Snapchat customers can voice their opinions without going through customer service. Additionally, the launch party for the collection was covered by magazines and newspapers like <a href="https://metro.co.uk/2018/04/10/cardi-b-teaming-fashion-nova-bring-collection-7453784/">Metro</a>, <a href="https://www.teenvogue.com/story/cardi-b-fashion-nova-hip-hop-obsession">Teen Vogue</a> and <a href="https://hollywoodlife.com/pics/cardi-b-fashion-nova-party-photos/">Hollywood Life</a>. The press initially gave Fashion Nova a substantial amount of advertising meaning the collaboration would gain a wider appeal from potential new customers.<br />
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Social media allows people to comment theirs thoughts on the current collection and allows the brand to see what they change for their next collection. Also, this is now Fashion Nova builds a relationship with their customers through a marketing theory called relationship marketing. The organisation is building brand loyalty when they are updating customers on social and through emails about their upcoming collections or when out of stock products are now restocked and available again to buy.</div>
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<a href="https://pmchollywoodlife.files.wordpress.com/2018/11/iggy-azalea-fashion-nova-2.jpg?w=1000" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="320" src="https://pmchollywoodlife.files.wordpress.com/2018/11/iggy-azalea-fashion-nova-2.jpg?w=1000" width="213" /></a><img height="320" src="https://pmchollywoodlife.files.wordpress.com/2018/11/nene-leakes-fashion-nova-cardi-b-1.jpg?w=1000" width="214" /><br />
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Figure 2- <a href="https://hollywoodlife.com/pics/cardi-b-fashion-nova-party-photos/">Nene Leakes Fashion Nova Launch </a> Figure 3:<a href="https://hollywoodlife.com/pics/iggy-azalea-tight-clothes-pics-photos/#!3/2017-iheartradio-much-music-video-awards-arrivals-18-jun-2017-4"> Iggy Azalea FN x Cardi B</a><br />
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The brand heavily rely on celebrity endorsements and content marketing rather traditional advertising methods like magazines. So a collaboration with rapper/influencer Cardi B was no surprise. Cardi B first hinted on her working with the brand on her song "She Bad" stating that "I can buy designer but, that Fashion Nova fit". Through this tagline Cardi B is establishing the brand`s position in the market as many people see Fashion Nova as an affordable alternative to designer brands like Versace and Chanel but, still have great quality. Also, the fact that the collaboration was alternatively announced through a song links to the use of <a href="https://www.statista.com/statistics/244995/number-of-paying-spotify-subscribers/">Spotify</a> as it has 70 million subscribers as 26% of subscribers in the US are millennials. Whom happen to be part of Fashion Nova`s target audience.<br />
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In addition to this, when the collection was launched some <a href="https://trendingallday.com/influencers-attend-star-studded-fashion-nova-x-cardi-b-launch-party/">influencers</a> received an invitation from the brand to attend the launch of the collection. "Blogs are one of the fastest-growing areas of what has become known as consumer generated media. Bloggers are out there sharing opinions and brand experiences." (Scott 2007). Consumers view influencers as everyday people like themselves who they can relate to more than a model. For example, YouTubers like Patricia Bright and <a href="https://www.youtube.com/watch?v=4gc-pdwOY9A">Monica Style Muse</a> who gave a critique of the items in the collection and genuinely said they liked most of the collection.</div>
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<u>References</u><br />
<span style="letter-spacing: 0.238px; text-align: start;">Posner, H. 2015. </span><i style="letter-spacing: 0.238px; text-align: start;">Marketing Fashion:Strategy, Branding and Promotion</i><span style="letter-spacing: 0.238px; text-align: start;">. 2nd edition. London: Laurence King</span><br />
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<span style="letter-spacing: 0.238px; text-align: start;"><span style="letter-spacing: 0.238px;">Scott, D. 2007. </span><i style="letter-spacing: 0.238px;">The New Rules of Marketing and PR</i><span style="letter-spacing: 0.238px;">. Hoboken: N.J</span></span></div>
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Tiff & Preehttp://www.blogger.com/profile/07525150094527004792noreply@blogger.com0tag:blogger.com,1999:blog-7121827314084961296.post-65956698809050338962018-11-29T13:03:00.002-08:002018-12-12T06:42:32.980-08:00Diesel Haute Couture<h2 style="text-align: center;">
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<span style="font-family: inherit;">Diesel recently launched its video with a
group of polarising global celebrities including Nicki Minaj, Gucci Mane, Bella
Thorne, Bria Vinaite, Tommy Dorfman, Miles Heizer, Yovanna Ventura, Barbie
Ferreira, Yoo Ah- In and Jonathan Bellini. Diesel recently addressed one of
society`s biggest problems that happens quite often on social media which is
bullying. The main message behind the advert is "the more hate you wear
the less you care". The purpose of this advert in to relate to everyday
ordinary people because, at one point in our lives we have been all been
victims of some type of criticism and negativity.<o:p></o:p></span></div>
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<span style="font-family: inherit;">The collection was launched to disempower
hate and express individualism which happens to be the theme trending amongst
this year`s zeitgeist. This relates to <a href="https://minerva.leeds.ac.uk/bbcswebdav/pid-5829002-dt-content-rid-10914200_2/courses/201819_31767_DESN2365/Anatomy%20of%20a%20Trend%20-%20WGSN.pdf">mega, macro and micro trends</a> but, Diesel
have only decided to focus on a mega trend. "A mega trend is a pattern or
a movement which has a major impact on business and society as a whole" (Brannon,
2010). Here the campaign is social media norms- bullying.<o:p></o:p></span></div>
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<span style="font-family: inherit;">The brand Diesel itself has shown in the
advert that it has received some hate in the past and quotes in the advert
include "Diesel is dead" and "Diesel is not cool anymore".
The intend that Diesel had in the campaign was to show everyone that this
statements are completely by focusing on the social side of PESTLE (political,
economic, social, technology and environment). The brand stated that"
Nobody is immune to receiving negative comments online. Hiding it and feeling
bad about it is not going to help anyone. <a href="https://www.moodiedavittreport.com/challenging-hate-promoting-haute-diesel-brings-haute-couture-collection-to-cannes/">Haute Couture</a> is a unique collection design to disempower hate, by taking
the negativity we receive online and turning it into messages of pride that we
can wear (Diesel 2018). One of the other purpose of the launch focuses on
how traditionally haute couture brands are more likely to use a public figure that
would be specifically targeted towards one demographic. While, the video
viewers are most likely to relate to at least one person in the campaign since
everyone has had at least criticism once in their life.<o:p></o:p></span></div>
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<span style="font-family: inherit;">Additionally, the fact that Renzo
Rosso (Creative Director of Diesel) decided to take the "u" out of
"haute" is a message to both any bully and to all the victims of
bullying. The brand predominately targets male due to the fact that it started
from working class men but, the brand also targets women as well but, do not
really advertise their ladies wear.</span></div>
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<span style="font-family: inherit;">Another focus of this advert was to do
with women empowerment as Bella was wearing a shirt in the video with the word
labelled "Slut" along it. What Diesel was trying to do here was to
get the message across that women should be able to wear anything they want and
to feel free. Bella Thorne has been target for being bullied by trolls on
social media when she posts provocative pictures online. People may not agree
with this and want to push their own opinions onto other people. <o:p></o:p></span></div>
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<span style="font-family: inherit;">Many people had an issue with this advert
because, it featured Nicki Minaj wearing a fur jacket on the side of where it
said "The Bad Guy" which references her song Chun-Li. The fact that
Nicki has a several alterations and arguments with several people in the music
industry including Lil Kim, Taylor Swift, Miley Cyrus and her most recent
alteration was with rapper Cardi B. The alteration between her and <a href="https://www.theguardian.com/music/2018/sep/08/nicki-minaj-cardi-b-altercation-new-york-fashion-week-party">Cardi
B</a> almost turned physical at the Harper Bazaar Icon Party in New York
in which one of Nicki`s friend got into a fight with Cardi B. This incident
happened a week before the Diesel advert was released. This may be one of the
reasons why the advert has not been as successful as it may have lost its meaning
for the video.</span></div>
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<u>References</u><br />
Brannon, E.L. 2010. <i>Fashion Forecasting</i>. 3rd ed. New York: Fairchild.</div>
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Tiff & Preehttp://www.blogger.com/profile/07525150094527004792noreply@blogger.com0tag:blogger.com,1999:blog-7121827314084961296.post-50070435832623443592018-11-29T08:52:00.000-08:002018-12-12T06:49:28.906-08:00Give Love. Give Gap<br />
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<span style="font-family: inherit;">One thing that Gap is definitely known for is their advertisements that usually convey a simple message within the ad. The advertisement is an example of content marketing which is "The creation and sharing of digital content with the aim of promoting or selling a brand, product or service" (Posner 2015). The video features American singer Leon Bridges as he is surrounded by other people dancing around each other. This is Gap`s official Christmas advert but, it is also in support of the LGBT community as they are different colours featured in the video which everyone is wearing.</span></div>
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<span style="font-family: inherit;">In addition to this, by Gap support the LGBT community relates to Maslow`s hierarchy of needs. Although, love in the original Maslow`s hierarchy of needs love is shown as physiological need but, some people think it should be a basic need. This is one of the messages that Gap are trying to convey here. "Love is an important prerequisite
for a feeling of safety both in materially secure modern
societies and in primitive and dangerous societies" (Oved 2017). Maslow`s hierarchy of needs is important to any business including Gap because, it relates to human behaviour and decision making. Due to the fact, that Gap is </span>fulfilling<span style="font-family: inherit;"> of the needs on the hierarchy viewers of the video are going to be inclined to buy products from the company. As well as, this Maslow`s hierarchy of needs shows that self-actualisation is at the top which relates to "Self fulfilment or fulfilling own potential. Consumer pay purchase equipment or clothing for travel or hobbies. Individual style may be created to express fun or sense of freedom." (Posner, 2011).</span></div>
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<span style="font-family: inherit;">Apart from the singer and the little dancing girl no one in the video seems to be wearing the same top which suggests that Gap is all about individualism. Gap knows that not everyone is the same and therefore not everyone is going to have the same style when it comes to clothing and they are </span>acknowledging<span style="font-family: inherit;"> the fact that "we have different clothes to cater for everyone". This is be</span><span style="font-family: inherit;">cause, "Fashion customers will have a variety of clothing needs dependent on their lifestyle and personality" (Posner 2015). </span><span style="font-family: inherit;">As well as this, in the video you can clearly tell who Gap`s target audience are as the ad features boys males and females aged between 3-60 as well as people of different </span>ethnicity<span style="font-family: inherit;">. This leads to</span><span style="font-family: inherit;"> customer segmentation which contributes a vital role in marketing. As segmentation helps Gap understand their customers and what products their can provide based on their age, gender, job and income.</span></div>
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<span style="border: 0px; font-family: inherit; font-style: inherit; font-weight: 700; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">tation</span></div>
</td><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="57"><span style="border: 0px; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;"><b>Segmentation Criteria</b></span></td><td colspan="5" style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="508"><span style="border: 0px; font-family: inherit; font-style: inherit; font-weight: 700; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Gap Inc. Target Customer Segment</span><br />
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<tr style="border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;"><td rowspan="2" style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="73"><br />
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Geogra-phic</div>
</td><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="57">Region</td><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="104">North America<br />
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Asia, Europe</div>
</td><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="123">North America<br />
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Asia, Europe</div>
</td><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="104">North America<br />
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Asia</div>
</td><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="85">North America</td><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="92">North America</td></tr>
<tr style="border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;"><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="57">Den-sity</td><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="104">Urban, Rural</td><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="123">Urban, Rural</td><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="104">Urban, Rural</td><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="85">Urban</td><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="92">Urban</td></tr>
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Demog-raphic</div>
</td><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="57">Age</td><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="104">3 – 45</td><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="123">18-40</td><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="104">3 – 40</td><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="85">18 – 45</td><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="92">16 – 50</td></tr>
<tr style="border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;"><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="57">Gen-der</td><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="104">Males & Females</td><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="123">Males & Females</td><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="104">Males & Females</td><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="85">Males & Females</td><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="92">Females</td></tr>
<tr style="border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;"><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="57">Life-cycle stage</td><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="104">Bachelor Stage<br />
<div style="border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-bottom: 0.625em; outline: 0px; padding: 0px; vertical-align: baseline;">
</div>
<div style="border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-bottom: 0.625em; outline: 0px; padding: 0px; vertical-align: baseline;">
Newly Married Couples</div>
<div style="border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-bottom: 0.625em; outline: 0px; padding: 0px; vertical-align: baseline;">
Full Nest I</div>
<div style="border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-bottom: 0.625em; outline: 0px; padding: 0px; vertical-align: baseline;">
Full Nest II</div>
</td><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="123">Bachelor Stage<br />
<div style="border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-bottom: 0.625em; outline: 0px; padding: 0px; vertical-align: baseline;">
</div>
<div style="border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-bottom: 0.625em; outline: 0px; padding: 0px; vertical-align: baseline;">
Newly Married Couples</div>
<div style="border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-bottom: 0.625em; outline: 0px; padding: 0px; vertical-align: baseline;">
Full Nest I</div>
<div style="border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-bottom: 0.625em; outline: 0px; padding: 0px; vertical-align: baseline;">
<br /></div>
</td><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="104">Bachelor Stage<br />
<div style="border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-bottom: 0.625em; outline: 0px; padding: 0px; vertical-align: baseline;">
</div>
<div style="border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-bottom: 0.625em; outline: 0px; padding: 0px; vertical-align: baseline;">
Newly Married Couples</div>
<div style="border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-bottom: 0.625em; outline: 0px; padding: 0px; vertical-align: baseline;">
Full Nest I</div>
<div style="border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-bottom: 0.625em; outline: 0px; padding: 0px; vertical-align: baseline;">
<br /></div>
</td><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="85">Bachelor Stage<br />
<div style="border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-bottom: 0.625em; outline: 0px; padding: 0px; vertical-align: baseline;">
</div>
<div style="border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-bottom: 0.625em; outline: 0px; padding: 0px; vertical-align: baseline;">
Newly Married Couples</div>
<div style="border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-bottom: 0.625em; outline: 0px; padding: 0px; vertical-align: baseline;">
Full Nest I</div>
</td><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="92">Bachelor Stage<br />
<div style="border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-bottom: 0.625em; outline: 0px; padding: 0px; vertical-align: baseline;">
</div>
<div style="border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-bottom: 0.625em; outline: 0px; padding: 0px; vertical-align: baseline;">
Newly Married Couples</div>
</td></tr>
<tr style="border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;"><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="57">Occupation</td><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="104">Students, employees, professionals</td><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="123">Students, employees, professionals</td><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="104">Students,<br />
<div style="border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-bottom: 0.625em; outline: 0px; padding: 0px; vertical-align: baseline;">
</div>
<div style="border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-bottom: 0.625em; outline: 0px; padding: 0px; vertical-align: baseline;">
employees, professionals</div>
</td><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="85">employees, professionals</td><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="92">employees, professionals</td></tr>
<tr style="border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;"><td rowspan="4" style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="73">Behavi-oral</td><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="57">Degree of loyalty</td><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="104">‘Hard core loyals’<br />
<div style="border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-bottom: 0.625em; outline: 0px; padding: 0px; vertical-align: baseline;">
</div>
<div style="border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-bottom: 0.625em; outline: 0px; padding: 0px; vertical-align: baseline;">
‘Soft core loyals’</div>
<div style="border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-bottom: 0.625em; outline: 0px; padding: 0px; vertical-align: baseline;">
‘Switchers’</div>
</td><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="123">‘Hard core loyals’<br />
<div style="border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-bottom: 0.625em; outline: 0px; padding: 0px; vertical-align: baseline;">
</div>
<div style="border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-bottom: 0.625em; outline: 0px; padding: 0px; vertical-align: baseline;">
‘Soft core loyals’</div>
<div style="border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-bottom: 0.625em; outline: 0px; padding: 0px; vertical-align: baseline;">
‘Switchers’</div>
</td><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="104">‘Hard core loyals’<br />
<div style="border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-bottom: 0.625em; outline: 0px; padding: 0px; vertical-align: baseline;">
</div>
<div style="border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-bottom: 0.625em; outline: 0px; padding: 0px; vertical-align: baseline;">
‘Soft core loyals’</div>
<div style="border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-bottom: 0.625em; outline: 0px; padding: 0px; vertical-align: baseline;">
‘Switchers’</div>
</td><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="85">‘Hard core loyals’<br />
<div style="border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-bottom: 0.625em; outline: 0px; padding: 0px; vertical-align: baseline;">
</div>
<div style="border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-bottom: 0.625em; outline: 0px; padding: 0px; vertical-align: baseline;">
‘Soft core loyals’</div>
<div style="border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-bottom: 0.625em; outline: 0px; padding: 0px; vertical-align: baseline;">
‘Switchers’</div>
</td><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="92">‘Hard core loyals’<br />
<div style="border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-bottom: 0.625em; outline: 0px; padding: 0px; vertical-align: baseline;">
</div>
<div style="border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-bottom: 0.625em; outline: 0px; padding: 0px; vertical-align: baseline;">
‘Soft core loyals’</div>
<div style="border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-bottom: 0.625em; outline: 0px; padding: 0px; vertical-align: baseline;">
‘Switchers’</div>
</td></tr>
<tr style="border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;"><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="57">Benefits sought</td><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="104">Cost advantage<br />
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Self-expression</div>
</td><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="123">Self-expression</td><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="104">Self-expression</td><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="85">Self-expression<br />
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</div>
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Cost advantage</div>
</td><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="92">Functionality<br />
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</div>
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Perception of leading healthy lifestyle</div>
</td></tr>
<tr style="border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;"><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="57">Personality</td><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="104">Easygoing</td><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="123">Easygoing</td><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="104">Easygoing</td><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="85">Determined and ambitious</td><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="92">Determined and ambitious</td></tr>
<tr style="border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;"><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="57">User status</td><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="104">regular users, or ex-users of a product</td><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="123">non-users, potential users,</td><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="104">non-users, potential users,</td><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="85">non-users, potential users, first-time users, regular</td><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="92">non-users, potential users, first-time users</td></tr>
<tr style="border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;"><td rowspan="2" style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="73">Psychog-raphic</td><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="57">Social class</td><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="104">Lower class/working class/middle class/</td><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="123">working class/middle class/</td><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="104">working class/middle class/</td><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="85">middle class/upper class</td><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="92">middle class/upper class</td></tr>
<tr style="border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;"><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="57">Lifestyle<a href="https://research-methodology.net/gap-inc-segmentation-targeting-positioning-an-effective-application-of-multi-segment-positioning/#_ftn1" name="_ftnref1" style="border: 0px; color: #005288; font-family: inherit; font-style: inherit; font-weight: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">[1]</a></td><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="104">Struggler<br />
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</div>
<div style="border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-bottom: 0.625em; outline: 0px; padding: 0px; vertical-align: baseline;">
Aspirer</div>
<div style="border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-bottom: 0.625em; outline: 0px; padding: 0px; vertical-align: baseline;">
Explorer</div>
</td><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="123">Aspirer<br />
<div style="border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-bottom: 0.625em; outline: 0px; padding: 0px; vertical-align: baseline;">
</div>
<div style="border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-bottom: 0.625em; outline: 0px; padding: 0px; vertical-align: baseline;">
Succeeder</div>
<div style="border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-bottom: 0.625em; outline: 0px; padding: 0px; vertical-align: baseline;">
Explorer</div>
<div style="border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-bottom: 0.625em; outline: 0px; padding: 0px; vertical-align: baseline;">
<br /></div>
</td><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="104">Succeeder<br />
<div style="border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-bottom: 0.625em; outline: 0px; padding: 0px; vertical-align: baseline;">
</div>
<div style="border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-bottom: 0.625em; outline: 0px; padding: 0px; vertical-align: baseline;">
Explorer</div>
<div style="border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-bottom: 0.625em; outline: 0px; padding: 0px; vertical-align: baseline;">
Reformer</div>
</td><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="85">Aspirer<br />
<div style="border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-bottom: 0.625em; outline: 0px; padding: 0px; vertical-align: baseline;">
</div>
<div style="border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-bottom: 0.625em; outline: 0px; padding: 0px; vertical-align: baseline;">
Succeeder</div>
<div style="border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-bottom: 0.625em; outline: 0px; padding: 0px; vertical-align: baseline;">
Explorer</div>
<div style="border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-bottom: 0.625em; outline: 0px; padding: 0px; vertical-align: baseline;">
<br /></div>
</td><td style="background-color: #f0f0f0; border-bottom-color: initial; border-bottom-style: initial; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: rgb(221, 221, 221); border-right-style: solid; border-top-color: rgb(221, 221, 221); border-top-style: solid; border-width: 1px 1px 0px 0px; color: #333333; font-family: inherit; font-style: inherit; margin: 0px; outline: 0px; padding: 10px; text-align: left; text-shadow: rgb(255, 255, 255) -1px 1px 1px; vertical-align: baseline;" width="92">Aspirer<br />
<div style="border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-bottom: 0.625em; outline: 0px; padding: 0px; vertical-align: baseline;">
</div>
<div style="border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-bottom: 0.625em; outline: 0px; padding: 0px; vertical-align: baseline;">
Succeeder</div>
<div style="border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-bottom: 0.625em; outline: 0px; padding: 0px; vertical-align: baseline;">
<br /></div>
</td></tr>
</tbody></table>
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<span style="font-family: inherit;">Figure 1- Table of <a href="https://research-methodology.net/gap-inc-segmentation-targeting-positioning-an-effective-application-of-multi-segment-positioning/">Gap`s</a> target audience</span></div>
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Gap decided to heavily focus on the "product" specifically out of all the 4P`s (price. product, promotion and place). Everyone in the video are wearing jeans but, different types of jeans. One person is wearing distressed jeans while another is wearing bootcut and another slim fit and this is still keeping with the theme of individualism. This is because, Gap want to still remain traditional as they are well known for their jeans which happen to their most popular product.</div>
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<u>References</u></div>
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<span style="font-family: inherit;">Oved, O. 2017. Symposium; Revisiting Maslow: Human Needs in the 21st Century. <i>Society</i>. <b>54</b>(6), pp.537-538.</span></div>
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Posner, H. 2011. <i>Marketing Fashion</i>. London: Laurence King</div>
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Posner, H. 2015. <i>Marketing Fashion: Strategy: Branding and Promotion. </i>2nd edition. London: Laurence King</div>
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</span><span class="author-information" style="box-sizing: border-box; display: block; margin-bottom: 12px; vertical-align: text-bottom;"><span class="author-information__contact u-icon-before icon--email-before" style="box-sizing: border-box; display: block; position: relative;"><span style="font-family: inherit; font-size: small;"><a class="gtm-email-author" href="mailto:oroved2708@gmail.com" itemprop="email" style="background-color: transparent; box-sizing: border-box; color: #8e2555;" tabindex="-1" title="oroved2708@gmail.com"></a></span></span></span></li>
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Tiff & Preehttp://www.blogger.com/profile/07525150094527004792noreply@blogger.com0tag:blogger.com,1999:blog-7121827314084961296.post-40527285868594543832018-11-23T16:06:00.003-08:002018-11-29T12:43:41.860-08:00Tiff`s Faves<br />
<span style="font-size: large;">To Watch</span><br />
<span style="font-size: large;">Chilling Adventures of Sabrina- </span>this is the Netflix remake of the 1996`s Sabrina the Teenage Witch series. Honestly, if you loved the original series or if you a fantasy frantic like myself then this is the definitely the series for you. The series has more a Generation Viz vibe to it compared to the original series as the Netflix series focuses on how Sabrina deals with her two different lives while having a mortal boyfriend. Within the first week it got put on Netflix UK, I got through the first 10 episodes which the ones available at the time.<br />
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<span style="font-size: large;">Bae Or Jail- </span>if you are looking to pass sometime then this might be something you may be interested in watching. Its on YouTube and its sort of a dating show that is based in the West Midlands where guys have to guess girl`s ages with at least one of the girls being underage. If they guess incorrectly or pick an underage they get sent to jail (have to complete a challenge)!!!<br />
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<span style="font-size: large;">To Read</span></div>
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<span style="font-size: large;">House of Solo- </span><span style="font-size: medium;">I<span style="font-size: large;"> </span></span>highly recommend for people that have an interest in fashion, art, photography and especially journalism. What I love about this magazine is its aesthetics and its rareness as it does not feature advertisements in its magazines apart from the back page. Do not get me wrong I do love a read of Vogue & Elle from time to time but, you cant read through 5 pages without seeing some sort ad placed in the magazine. House of Solo magazine has all sorts of dope styles and the magazines worked with celebrities like J Hus, Ella Mai, Vic Mensa and many more. Definitely worth giving a read!!!</div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEggvON5WAvG1HIN7UNUm1v90Up63itkZi5Ms1nMQ6ijkXJLsFnp2k0CExFcydzHxeyoILtwct3YAZU1byN0ICCIYa2NMz6ZNc6ivyKf2ExuILAkhIjRnp2T3LBvw5mpTSiXn6bPodkWvv8/s1600/House+of+Solo.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1600" data-original-width="1200" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEggvON5WAvG1HIN7UNUm1v90Up63itkZi5Ms1nMQ6ijkXJLsFnp2k0CExFcydzHxeyoILtwct3YAZU1byN0ICCIYa2NMz6ZNc6ivyKf2ExuILAkhIjRnp2T3LBvw5mpTSiXn6bPodkWvv8/s320/House+of+Solo.jpg" width="240" /></a></div>
The magazines can be purchased from their <a href="https://houseofsoloshop.co.uk/">website</a>.<br />
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<span style="font-size: large;">Lost Culture- </span>yes its another <a href="https://www.lostculture.co/">magazine</a> but, this one is way different from House of Solo. Lost Culture is an online magazine that is absolutely free to view and I believe the magazine is based in Manchester. What I love about this magazine is focus a bit on trend forecasting (one of the modules I am currently at uni). The magazine focuses all things food, music, fashion and lifestyle trends and whats popping at the moment.<br />
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<span style="font-size: large;">To Follow</span><br />
<a href="https://www.youtube.com/watch?v=AvUD6vP7-4U&t=181s">@lukecatleugh</a>- Recently, I stumbled on his YouTube channel and he has gave me some savvy tips on how to make my bedroom look fancy and classy without breaking the bank. He also has a <a href="https://lukedoeslife.blogspot.com/">blog</a> where he focuses on food and lifestyle more than fashion and it gives a couple of tips and tricks when it comes to baking.<br />
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<a href="https://www.youtube.com/channel/UCY_E4xcNSsHUwyp1KNLoq4w">@sarahdiallo</a>- Quite a lot of you may know this Brighton blogger but, I discovered only literally 2 days ago on YouTube and I am in love with style. Worth giving her YouTube videos a look.<br />
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<span style="font-size: large;"><br /></span>Tiff & Preehttp://www.blogger.com/profile/07525150094527004792noreply@blogger.com0tag:blogger.com,1999:blog-7121827314084961296.post-14625033970529757972018-11-05T12:38:00.001-08:002018-12-12T06:51:22.748-08:00Onwards & Upwards- H&M x Moschino<span style="font-family: "trebuchet ms" , sans-serif;"><br /></span>
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<span style="font-family: inherit;">Everyone has been buzzing for the H&M x Moschino collaboration as consumers always get for H&M`s designer collaborations. Three years, H&M`s designer collaboration with <a href="https://www.balmain.com/gb/balmain/projects/balmain-x-hm">Balmain</a> sold out across the world within hours of when the collection was brought in to H&M stores and this happened to be H&M`s most <a href="https://www.telegraph.co.uk/fashion/brands/balmain-hm-most-successful-designer-collaboration-ever/">successful</a> designer collaboration.</span></div>
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<span style="font-family: inherit;">The brand confirmed its latest designer collaboration this year in April 14 as Jeremy Scott (Creative Director for Moschino) announced the collaboration at his annual 11th party at the Coachella music festival. "The announcement came from an Instagram live call from model Gigi Hadid to the designer" (<a href="https://www.vogue.co.uk/gallery/hm-announces-collaboration">Vogue UK, 2018</a>). By Jeremy Scott deciding to announce his collection during collection may have been genius because, that is where most of the target audience that would buy the collection where , at the festival. As well as, this A list celebrities like Rihanna would buy the collection as well and these were the type of people that were at the festival. However, it may not have been a great idea for Jeremy Scott to announce his collaboration with H&M in this way. One of the reason being was that the announcement was overshadowed by great performance that Beyoncé<span style="background: white; color: #525252;"> </span><span style="background: white;">and Cardi B put on that people were starting to rename Coachella to Beychella and Boachella.</span></span></div>
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<span style="text-align: justify;">The collection features Jeremy Scott playing around with the trend </span><a href="https://www.justfab.co.uk/trend-prefall-shop.htm" style="text-align: justify;">Wild, Wild West</a><span style="text-align: justify;">. This trend focuses on mixing western cowboy styles with current fashion. For example, like flairs, fur and double denim with cowboy style boots. The collection will be priced form £25 to £300. The aim of the collection is to benefit both Moschino and H&M because the collection provides designer items available for reasonable and affordable prices for regular H&M customers which is what the collection will be fulfilling. In addition to this, H&M are using the opportunity to encourage loyalty from their regular customers because, on H&M club (their loyalty scheme) customers can get the change to pre-order the designer earlier than the launch date. Also, Moschino benefits from this because, they would gain new customers from this collection but, the brand still remains exclusive. This is due to the collection only being available to selected stores only which probably be H&M flagships stores like Manchester Arndale and Regent Street. </span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEglAgqSVHJnwr3sBEWwpUvre3jt7lJXwg2fjWz9AWdRQjOOVtdBz6rII0-HPx4dgAp6yd7_4zaM-DQvzWnTqhOUyzjO-o0-2etrdMF-5j6ZBdovllo_ZToaIo_bKPMZj8-_gw9uFTcsY18/s1600/Naomi+H%2526M.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="1215" data-original-width="810" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEglAgqSVHJnwr3sBEWwpUvre3jt7lJXwg2fjWz9AWdRQjOOVtdBz6rII0-HPx4dgAp6yd7_4zaM-DQvzWnTqhOUyzjO-o0-2etrdMF-5j6ZBdovllo_ZToaIo_bKPMZj8-_gw9uFTcsY18/s320/Naomi+H%2526M.jpg" width="213" /></a><a href="https://vg-images.condecdn.net/image/MoqX2Xvebk3/crop/405/f/gettyimages-1053150030.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="320" src="https://vg-images.condecdn.net/image/MoqX2Xvebk3/crop/405/f/gettyimages-1053150030.jpg" width="216" /></a></div>
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Figure 1- <a href="https://www.essence.com/wp-content/uploads/2018/10/moschino-hm-event-Naomi-Campbell.jpg">Naomi</a> Figure 2- <a href="http://www.justjaredjr.com/photo-gallery/1194963/naomi-campbell-joins-gigi-hadid-bella-hadid-on-moschino-x-hm-runway-04">model</a></div>
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<span style="font-family: inherit;">The collection was modelled by supermodel Naomi Campbell, Gigi Hadid and Bella Hadid. Throughout the whole collection that was presented on the runway there were models that were known to H&M`s consumers. For example, Bella and Gigi Hadid are known for their social media accounts like Instagram and these type of models are more likely going to advertise the collection for free so both H&M and Jeremy Scott get publicity from the collection.</span></div>
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Although, the fashion show that took place is part of the promotional mix which are tools that businesses in order to communicate a message to their target market. "Fashion shows are an integral part of the industry and provide significant PR and publicity for designers" (Posner 2011). A catwalk show does cost a significant amount of money, timing and planning to be put together however, its the most effective method in the promotional mix as Moschino and H&M gained lots of press coverage from the collection. Media outlets such as <a href="https://www.vogue.com/fashion-shows/spring-2019-ready-to-wear/handm-x-moschino">Vogue</a>, <a href="https://www.cosmopolitan.com/uk/fashion/style/g23719160/handm-moschino/">Cosmopolitan</a> and the <a href="https://www.independent.co.uk/life-style/fashion/moschino-h-and-m-uk-fashion-collection-2018-release-how-to-buy-jeremy-scott-a8621606.html">Independent</a> wrote about the impressive collection. </div>
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<u>References</u> </div>
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Posner, H. 2011. <i>Marketing Fashion</i>. London: Laurence King</div>
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Tiff & Preehttp://www.blogger.com/profile/07525150094527004792noreply@blogger.com0