Target Market Match Worksheet
The Merchandising Report Issue 02 • Consumer Strategy Fashion Business Lab
Target Market Match-Up
Customer Segmentation
Analyst Name:
Class / Period:
Date:
The Brief: Every profitable fashion brand designs for a clearly defined customer. Study the three retailer profiles and customer cards below. Match each customer to their best-fit retailer and cite two evidence clues from the descriptions to defend your reasoning.
Retailer Brand Profiles
Examine Market Positioning
PROFILE A
Color Pop
Trendy casual tops, accessories, statement pieces, colorful basics, and frequent new arrivals.
Store & Price: New arrivals displayed prominently; social media style inspiration. Budget-friendly to mid-range.
PROFILE B
Trail & Field
Durable jackets, outdoor pants, functional bags, weather-ready footwear, and functional details.
Store & Price: Practical displays organized by activity & weather; promotions highlight outdoor use. Mid-range to premium.
PROFILE C
Career Classic
Blazers and trousers, classic shirts, belts, work shoes, neutral colors, and classic styles.
Store & Price: Coordinated work outfits; quality and fit emphasized in displays. Mid-range to premium.
Shopper Persona Cards
Customer Clues & Habits
Customer Card 01
Career Starter
Needs clothing for interviews, internships, or a first job. Wants versatile pieces that can be worn more than once.
Consumer Profile #CS-01
Customer Card 02
Trend Tracker
Likes trying new colors and styles, follows fashion content online, and wants expressive looks at an affordable price.
Consumer Profile #TT-02
Customer Card 03
Outdoor Explorer
Enjoys hiking, camping, and spending time outside. Needs clothing that can handle changing weather and regular use.
Consumer Profile #OE-03
Part A — Match the Customer
Write best match (A, B, or C) & defend with evidence
1. Career Starter
Retailer Match:
Evidence:
2. Trend Tracker
Retailer Match:
Evidence:
3. Outdoor Explorer
Retailer Match:
Evidence:
The Merchandising Report Buyer's Dossier & Strategic Analysis Page 02
Part B — Build a Customer Profile
Choose One: Color Pop Trail & Field Career Classic
1 Likely Target Customer Profile
Age/life stage, interests, lifestyle, budget, and specific needs
2
Two Clues From Profile
Evidence from retailer description:
3
Two Products to Carry
Specific merchandise store should stock:
4 One Merchandising Decision
How target customer influences product, price, promotion, or display
5 Explain Your Reasoning
Why do these choices fit this customer?
Part C — Think Like a Retailer
Retailer Analysis
What might happen if a store consistently sells products that do not match the needs or budget of its target customer?
Fashion Merchandising & Retailing Curriculum Unit 2: Target Markets & Customer Profiles Student Worksheet