Chapter 7: Business Marketing

Every business must have some type of starting point. Retailers in particular always have somewhere they must purchase their materials from in order for them to be able to create let alone sell the products they are offering. G-Star forms its clothing from strictly raw materials that are recycled for environment purposes. Although G-Star does not reveal where they receive their products from (which is a wise business tactic) they make sure that the consumers are aware of the fact that they do not constantly purchase a brand new set of materials all the time instead they use materials like recycled cotton. Or even in the case where its not recycled it would be something such as organic cotton. Although it hasn't been much I have somewhat seen a bit of re-intermediation when it comes to the G-Star brand. Retail department stores such as Century 21 have carried G-Star merchandise whether or not it may have been a scarce amount is not really the concern. The simple fact that consumers are able to get the product somewhere other than the store is a good start. Being that the G-Star Raw brand has been around since 1989 I am more than sure that after decades later trust is not even a worth a debate as far as the relationship between G-Star and its material providers goes. I'm sure that the creation and modification of G-Star's products may take much effort which will constantly demand the need for new supplies. Therefore it is safe to say being that G-Star knows what works best in the development of their products the most they will do is a modified re-buy when it comes to the purchase of a needed supply. 

Chapter 8: Segmenting and Targeting Markets

Market segmentation is a huge part of the marketing industry. Alongside such an important topic is the idea of which markets one will be targeting which goes hand in hand with the idea of segmentation. G-Star has a market segment which is still growing for the simple fact that many are attracted to the brand due to its style of clothing and production methods. Within G-Star's market segment there are those who are into the fashionable yet edgy look and then the many others who take an interest in recycling and are automatically drawn to ecologically friendly products. Although G-Star does have some stores outside of the United  States it is not big on the concept of geographic segmentation, instead they are more in the depths of demographic and  psycho-graphic segmentation. The demographics of their current targets come to usually be middle - upper class consumers who usually range from their late teenage years to their early thirties. There is no specified gender for the simple fact that G-Star produces products for both male and females. Also ethnicity does not come into play because there are G-Star raw stores in many places of diverse ethnicity. As far as the psychologically aspect of segmentation goes G-Star is ideal for those who enjoy having an edgy yet fashionable look. Also for those who are very concerned about the environment and refuse to purchase from a majority of brands, G-Star not only recycles but tends to use man organic raw materials in the creation of their products. G-Star is well acknowledge in apparel position for all of its consumers.