Retailer Target Audience
Retailers have different ways of communicating with their target audience depending on the demographic of their audience. Brands rely on advertising to attract their customers, there are many different ways of doing this, brands decide where they advertise depending on who they are trying to appeal to.
Advertising isn't the only way of luring in the customers, brands use social media and email updates to inform the customers of latest promotions and new lines coming in. This is a way of communicating with the target audience as they can specify who they send this information to and with social media there will be a similar demographic of readers. Advertising in certain areas will also be a way of communicating with a specific target audience, for example a high end brand is going to advertise in an area their target audience are likely to see it. Chanel isn't going to advertise on a bus or train, they are more likely to advertise on a billboard in a expensive area.
Online retailers such as Missguided rely highly on their social media to communicated with their customers. Missguided is targeted at Women between the ages 16 and 24 and launches over 150 new products each week, these product launches will be posted on social media which will then be seen by the followers of the brand. The brand also uses email to update customers of new products, lines and promotions, although they focus more on their social media sites. Missguided is popular with celebrities and bloggers who also help boosts their social media coverage and is a form of advertising for them. Missgiuded have expanded so much since they launched in 2009, they now ship to over 150 countries. The brand opened their first concession in Selfridges in Manchester in 2015, and have more recently opened their first store in Westfield Stratford. This will bring a new audience to the brand as they are now in a large shopping mall which attracts a wide range of customers who may now go into the Missguided store who would not have ever visited the website before. The brand advertise on buses and trains as well as on TV, Missguided adverts are easily recognisable as are all similar due to their use of music and models.