I have chosen Vila because I often buy their clothes and their style appeals to me. Furthermore I also know that it is a old Danish brand and I would like to know more about it.
2. Describe the target group of the brand – are you part of the target group?
Why/why not
They target is feminine natural girls in the age 16-26. They mention their 3 key words to the vila girl and vila itself as a brand; Feminine, Sensual and Fashion. They state that the Vila girl (their target group) is a girl who is feminine and has the ability to find the perfect balance between statement pieces and basics. They also mention sensuality as the appetite for life, which in this case is meant as the “passion for experience” which should be reflected in the Vila girl’s everyday clothing. Fashion is the last feature and here they state that fashion is a product of time, place and inspiration. So to sum it up, Vila indicates that they primarily target graceful feminine girls. I am to a certain extent a part of the target group because I am in the age range of 16-26 and I do see myself in some of their key points mentioned on their website.
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