(BRAND)
(DEFINITION)
The total e-commerce sales reported by the U.S. apparel and accessories sector in 2019 exceeded $102.5 billion. This figure is projected to increase to $153.6 billion by 2024.
The U.S. has a cis female population of roughly 113 million individuals between the ages 18-44.
With 5.1% of the cis female population identifying as LGBTQ, (tac)’s estimated target market size approximately 5.8 million, with a median income of $51,103.
We will initially seek customers through online sales, but will consider opening retail locations as we continue to develop our brand and increase our reach.​
(Sources)
(TARGET)
(tac) is a business-to-consumer retail company. Queer females and trans males are our primary target customers. We intend to attract the wider LGBTQ+ market, across identities and age groups through our graphic expression line and in particular our pride-themed gear.
(tac) will enter the apparel and lifestyle brand market at the intersection of two primary subsets of the fashion industry: sustainable, ethically-produced, non-binary apparel and accessories and e-commerce.
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(tac)’s core focus is to provide gender non-specific basics with performance features often attributed exclusively to men’s apparel in forms that will compliment a broad spectrum of body types, allowing (tac) to target specific, underserved segments of the LGBTQ+ community. (tac) will target primarily millennial and Gen-Z consumers.
There are currently about 5.8 million queer females and trans males between the ages of 18-44 living in the United States. Queer cis females are made up of self-identified lesbians, bi-sexuals, pansexuals, and so on. Trans males are individuals who were assigned the female gender at birth but identify as male.
From a marketing standpoint, the LGBTQ+ community carries a strong set of values, to which they are likely to pay attention when assessing a brand’s authenticity. These factors include fair employment practices, such as non-discrimination/gay-friendly work places, support of LGBTQ+ causes and donations to LGBTQ+ charities. The majority of this community has demonstrated loyalty to brands that embody these qualities.
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(Sources)