Building on our previous assignment, the Fashion Wheel, we were tasked with selecting one product and establishing parameters to define the target audience of its associated subculture. Our group decided to experiment by combining the items from our tote bags and analyzing them using four parameters: New-Vintage and Casual-High Fashion. Through this comparison, we observed that all the Gen Z subcultures in our group lean towards purchasing high-fashion items—whether new or vintage—primarily due to their superior quality. However, casual items are still preferred for smaller, everyday purchases, such as lipsticks or keychains.
Despite this analysis, the graph did not effectively narrow down the target audience. To refine our focus, we decided to specifically choose one item from our collection: a notebook from Claire’s tote bag, representing the Comfy Cocoon subculture. Placing the notebook on the spectrum, it fell under the expensive-high quality quadrant, aligning with the preferences of our identified target audience.
Using these insights, we transitioned to our next task: creating branding and campaign plans for a toilet cleaner product. Our product, named Dew, carries the tagline “Mints for Your Bathroom,” positioning itself as a premium, high-quality brand. Dew’s key features include minimalist, recyclable, and refillable packaging, emphasizing both practicality and sustainability. To cater to diverse needs, we designed two product formats: (1) dissolvable tablets that can be effortlessly dropped into the toilet, and (2) a sprayable solution packaged in a compact bottle, easily portable and adaptable for any bag. From this product, we planned a campaign with ASMR sounds on social media, and TV advertisements.
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