The Customers
ANEW Business Plan
Follow-On Market
The follow-on market was identified Generation X females living in the Bay Area. Generation X is roughly 35 to 50 years of age and makes up 60M people in the US, or 19% of the American population. Defined as a small but financially powerful generation, Generation X has more spending power than any other generation, with 29% of estimated net worth dollars and 31% of total income dollars. A different marketing approach is required to reach this group; having proven that the ANEW works with another market will support marketing initiatives to build trust for the brand within this segment.
GENERATION
Gen - Y
The total population of SF Bay population is 7M, Gen X are 23% of this population (or 1.6M), of which 54% are female, totally 864,000 female Gen X in the Bay Area. Assuming 25% of this 864,000 comprise the beachhead market segment, totalling $15M. However, this demographic spends 44% more than Millennials on clothing, factoring this in the follow-on beachhead market is $21.7M.
Gen - X
Millennials
7M
Bay Area Los Angeles Females
Total Bay Area Population
New York City Chicago
GENDER
M es Males
1.6M
Gen-Xers age 35-50 living in Bay Area
LOCATION
864K
Female Gen-Xers in Bay Area
Above: Visual of follow-on market growth as ANEW expands focus on generations, locations, and genders.
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Gen-Xers spend 44% more in clothing and clothing services than Millennials
$21.7M
Follow on Beachhead Market
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