DJERF DENIMS TARGET AUDIENCE

The target audience that Djerf Avenue already hold is that of 18-24 ages. This could also be classed as generation Z, with this generation being it’s largest group of visitors. Djerf Avenue’s audience is 26.09% male and 73.91% females (Similar web, 2023). Gen Z are prioratising spending their moeny on brand’s that align with their social values e.g. sustainability, wellness and experience shopping is very popular with this demographic now (Ho, 2023). The Gen Z consumers have grown up with increasingly environmental and socially conscious parents, making them a sustainability-centred generation. This generation has a very low tolerance of inauthenticity and are hyper-aware of how their consumption affects the world around them (Saunter, 2021).

Djerf Denim’s consumer’s are tech savy and up to date with social media trends, being exposed to the internet from young (Francis and Hoefel, 2018). They are easily influenced by influencers on socal media, those such as Djerf Avenue’s founder Matilda Djerf hold a lot of influence on this generation. Matilda has 3 million instagram followers and became ‘viral’ on TikTok and Instagram for her signature fluffy blowout (Cacciatore, 2022). The people that follow Matilda are Djerf Denim’s consumers.

Djerf Denim’s consumers tend to live in city centre’s, being in the early stages of their careers, living active urban social lifestyles. These consumers tend to either be renting flats with parnters or friends or are buying flats (Acorn, 2023). This generation are also more than likely to access content with a QR code and their sociability extends to the internet, with them sharing and consuming lots of content from the internet (Acorn, 2023). Djerf Denim’s consumer enjoy going out for food with friends and socialisng (Acorn, 2023).