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.