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List Of Market Segments For The Retail Clothing Market

BY: Nguyen-Ngoan  |   July 25, 2018
Customer Segment
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Market segmentation is the process of dividing consumers into different categories based on distinguishing characteristics. The impetus behind market segmentation is that it helps retailers identify customers who are most likely to buy their products.

Small clothing retailers, wholesalers and manufacturers primarily focus on demographics, personalities and needs when segmenting their markets. This allows them to better reach non-buying consumers and customers through advertising and other marketing efforts. These companies can also further differentiate their clothing products from key competitors. There are several types of key market segments used in retail clothing markets.

Gender-Related Segments

Small clothing retailers make frequent use of gender segments. For example, small, independent department stores may sell clothing lines for both men and women. These clothing lines may include casual and business attire for both genders. The clothing items the department store features is usually contingent upon the season. Men's shorts, for example, would primarily be sold in the spring and summer. A small clothing store may also specialize in a specific gender, selling men's suits or ladies' lingerie.

Age-Related Segments

Age is another distinguishing factor or demographic that helps clothing retailers determine their buying audiences. Many clothing manufacturers target teenage girls with their trendy new fashion lines, including jeans, blouses and other apparel. They often promote these clothing lines in late July and August, before the school year commences. The entire children's sector represents another viable buying group in apparel sales, according to MarketResearch.com. Children's clothing retailers may also sell related items that appeal to children and their parents. Infants and toddlers represent additional age-related segments. Some small manufacturers and wholesalers may exclusively focus on the infant and toddler markets, as this segment is significant enough in size.

Geographic Segments

Savvy marketers and retailers know that customer clothing preferences vary in different regions or geographical areas. One determining factor is weather. People living in warmer climates wear shorts and swimwear for longer periods, for example. Contrarily, the market for coats and jackets is greater in colder parts of the country. Clothing trends may also vary by geographic region. For example, retailers or manufacturers of the most extreme high fashion apparel may only sell their clothing in exclusive markets like New York City and Los Angeles.

Behavior-Related Segments

Consumers' choices in products, including apparel, may also be behavior-related, according to NetMBA.com, an online business reference site. For example, customers may purchase a small manufacturer's clothing line for prestige. They may also shop at certain clothing stores for better quality, service or other factors that are immensely important to them. Small clothing marketers and retailers may also appeal to the behavior-related segment with holiday-related products. For example, clothing retailers may sell the popular colors of red and green during the holiday season.

Lifestyle Segmentation

Lifestyle represents another market segment in which small clothing retailers and manufacturers base their product selections. For example, clothing manufacturers that produce clothing for hunters or military personnel sell camouflage and military fatigues, respectively, to meet their clients' lifestyle needs. Opinions may also play a role in what consumers purchase in this particular segment. For example, a coat manufacturer may need to produce faux fur coats instead of fur ones for those who are more sensitive to animal welfare.


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