anna k crooks

on the target audience for my “clothing line” or whatever for thesis. my company will be called Amoral Code. here’s what i wrote:

My target audience is 18-30 year-olds with an adventurous and “tongue-in-cheek” mentality. My ideal customer occasionally wears a facade of “don’t give a fuck”, but is essentially genuine and earnest, with an almost punk lust for life. They can see the advantages of good-natured competition and see pick-up games of soccer, swimming, capture-the-flag, hiking, moshing, and other forms of “adolescent” athleticism as healthy ways to manage aggression and keep “chill”, chill being the highest form of nirvana to my client. My client enjoys grilling, eating pizza, watermelon, corn on the cob, burgers and dogs, ice-cream, slurpees, fries, chips and other no-fuss foods, occasionally looking to dress these standards up with a kind of broke gourmet. They have an individual understanding of style. What they are interested in may not be considered stylish, however the things that they like and wear adhere to their own personal code of style. For my ideal consumer, romance is best at its flirtatious beginnings or as a fling, when it is at its most fragile and adventurous.

I see my company as a foray into punk, though not the crusty version that perhaps comes to mind initially. I am thinking of the beginnings of rock and roll, and the transformation of youth into its own subculture, dedicated to its own sense of style as a direct reaction to the popular culture and the establishment. My target audience would have a similar mindset of subversion, that theres no need to sacrifice taste to express laughing disdain at the established order, but its not too serious, all in the name of fun. Above all the client values chill.