We have decided to focus our STP Model on the Belgian market because our concept is new and we are launching a start-up. It seems more reasonable to limit ourselves to the Belgian market first before we expand our concept to other countries. Our concept is also based on local partnerships and proximity with our clients. 

Segmentation
 

There are many factors that can divide the market into several consumer groups. To do so we decided to seperate our segmentation according to two criterias :

1) Demographical criteria

The first criteria we have chosen to segment the market is the age of our potential customers, which is a socio-demographical criteria. We have divided the population into 4 categories : under 18 years old, 18 - 35 years old, 35 - 50 years old, 50 years old and more.

We have noticed that people within the same category have similar clothing habits.

 2) Psychographical criteria

Singularity is the first one. We decided to split the Belgian population into two groups. The ones who seek singularity and the ones who do not care about it. Singular people look for original and unique clothes. They are not conventional and want to steer clear from mass market.

Responsible consumers is the second one. This criteria divides the market into two groups : the ones who care about where the clothes originate and how they are made (fairly, short-cycly, locally, eco friendly produced) and the ones who do not really pay attentions to these factors.

Targeting

1) Age

We have decided to target the people aged between 18 and 35 years old. That group includes the people who are the most interested in our concept according to the survey we conducted.

That group is called Generation Y (born between 1978 and 1994) and accounts for 25,65% of the Belgian population which represents more or less 2.8 million people. 94% of them have a smartphone, 80% have an account on Facebook, 93% buy online and 70% of them are feeling concerned by the environment and pay attention to it everyday.
 

We have noticed that thirty-year-old men and women are the biggest clothing consumers after de 15-29 year-old. A clear rupture happens around 40 years old when people start buying less clothing pieces and choose mostly more formal clothing such as  shirts.

NB : Our target includes both men and women since they are both likely to buy our product.
 

 
2) Singularity

We have decided to focus on people who seek singularity (unique, original, anti-conformist, against mass market). In 2011, the concept of singularity already mattered to 19% of the people. One can assume that this percentage has grown since 2011 and that our target group has grown as well, fact that we can support with the survey we conducted. Indeed we have noticed that most people as they buy a piece of clothing care a great deal about its originality and its singularity.

3) Responsible consumers
 

Finally, local products tend to come back and become more and more popular. This is also why we have targeted people who are responsible consumers. People purchase more ethical products and consider more the environment preservation and sociable equity. The people we target look for products produced locally, eco-friendly, fairly that respect the environment or that come from fair trade.

The population we are talking about is mainly graduates, urban poeple and all the people who have a clear idea of what is the sustainable development.
 

4) Conclusion 
 

We decided to target men and women aged from 18 to 35 years old who wish to be singular and who pay attention to the eco-friendly and ethical aspects of clothing.
 

Our targerting pool includes :
 

- BOHO : someone who doesn’t conform to society and is often focused on art.They usually choose clothing in natural tones and fabrics.

- Hipsters : people who are in their 20’s and 30’s and who appreciate art, independant thinking, creativity. It is a person who wants to follows trends she considers to be outside of the mainstream

- Yuccies : young urban creatives searching for understated luxury and minimalist appeal.

5) Size
 

Regarding the estimated targetet size, assuming there are roughly 2.800.000 people between 18 and 35 years old in Belgium (which reprensents 25,45%), also assuming, according to our survey, that 70% of people on average look for originality in their tee shirts and that there are about 44% (see analysis) of people who pay attention to the eco-friendly aspect, we estimate the market of Art to Wear to be around 862.000 potential customers.

Positioning

1) As explained in the targeting section, we are going to target the young people between 18 and 35 years old who have some particularities :

• They generally wear casual clothes, and tends to wear tee-shirts very often.
   

• They want more originality and do not like having the same clothes as the others, so they do not like to buy in big brand retailers (H&M, Zara, etc.). Moreover they are looking for singularity and tend to be anti-conformist.

• Individuals who are against mass consumption. They are against the mainstream, and the mass market of today’s society. They pay attention of what they buy and how it has been produced. Those people also prefer buying local or national products.

2) These different particularities offer several possibilities in terms of positioning. We have identified several advantages that our product can offer to these potential customers, and that will lead to their complete satisfaction :
 

• Belgian photographers: it is perfectly suitable to people who want an original style and promote the local culture.
   

• Limited edition: for those who look for singularity. Limited edition is a good way to affirm a unique style, without the reluctance of seeing someone else with the same tee shirt.
   

• Local production: while working with a local printer, Belgian hemp farmers and Belgian photographers, Art to Wear produces its hemp-made tee-shirts in Belgium. This is perfect for those who care about the way their clothes are produced.
   

3) We chose to adopt a SPICE positioning because it suits the personnality of our target. Our concept adresses sophisticated people that can reflect into our brand.
 

• Sexy : Our concept is innovative, young and dynamic. Our products have a mid-range price that varies from 35 to 50€. We would like for our product to become a “must”, we would like for our target to see our products as a necessity  while we prime singularity and limited edition.
   

• Personnality : Personality is what Art to Wear tries to implement. We look to create a relationship with our clients. We want our customers to feel unique, different and that’s one of the factors that makes us different from our competitors. Our customers aren’t just numbers. We tend to want to feel close to our customers but also to the young partners we work with (photographers)

• Intelligence : we are targeting a market that seems to have a lot of potential and that is growing. Our fabric is made of hemp, which is grown locally and which is also a growing market.
   

• Customer oriented : Today we have noticed that people look for something else than mass makert and “shallow” brands. People want to feel unique and original, they want to stand out. Fortunately that’s what we sell and that’s how we position ourselves. We sell something different, something attractive, something new.
   

• Emotional : The segment we target is aged from 18 to 35 years old. This is the Y-generation. This generation has grown up in a world where everything is/seems possible. they’re impatient, creative, interconnected and individualistic. Our concept is catchy and can make them feel unique and make them believe they are precursors. We can make them realise that they matter and that they deserve it.

4) Perceptual map

We used two criterias to build our map :
 

• By originality we mean brands that offer original clothes with a quite high feeling of “singularism”. Singularity is all about unique and anti-conformist clothes, therefore not available everywhere.
   

• By market trends: brands that follow the today’s trends in the fashion world and that follow the mass market.

Regarding the competitors, we identified:
 

• The main brands that are original and that follow the market trends: Desigual, Brandy Melville and Pull & Bear.
   

• The main brands that are not original but follow the market trends are Primark, H&M, Celio, Pimkie, etc.
   

• The main brands that are not original and do not follow the market trends: 0 identified
   

• Finally, the main brands that are original but do not follow the market trends: vintage shops, Mais qui es-tu?, Mon-beau-tee-shirt-imprimé.com, TshArtGallery.com.

On the perceptual map below, we situate ourselves close to the vintage shops and “Mais qui es-tu?” brand. However, one can notice that there are a few brands that sell products similar to ours (photographs on tee-shirts in limited edition), namely TshArtGallery.com and Mon-beau-tee-shirt-imprimé.com.

In order to position and distinguish ourselves from them, we want to offer limited edition tee-shirts made of locally grown hemp (Wallonia) with original photographs taken by promising Belgian photographers. Each unit will receive a series number that guarantees the authenticity and its unique character. Our tee shirts will therefore be unique by the fact that they are produced locally, made of Walloon hemp, in limited edition and also by the fact that the design on them originates from the work of talented and promising Belgian photographers.

Another point on which we want to insist, is the fact that our photographs will be firstly printed on the material and then the different parts of the tee-shirt will be assembled. We will print our tee shirts with the help of local printers and in high definition. The result is an “all-over printed shirt” which is not the same as our competitors’ as they print square pictures on theirs.

With all these different features, it is therefore impossible to find the same tee shirts as the Art to Wear ones.