A Wren Says

“We’re not targeting Gen Z. We’re focused on 18-24 year olds”

I was listening the president of Victoria’s Secret Pink talk about their strategy for growth. Gen Z as a swath is too broad. That includes 30 year olds. They narrowed their focus even tighter. And by focusing they can get specific in their branding and consumer communications. Everything they do is tailored to that group’s needs. And that specificity shows. The brand is finally growing again.

Now, do people outside of that age range wear and enjoy the brand? Yes, but that’s a lovely bonus. They are not intentionally trying to do everything they can to reach everybody. Nor should you.

It is okay to have a clear defined profile of your ideal customer. It helps you get extremely targeted in your approach. It helps you make better products because you know what need you’re solving for.

Get specific on who you hope to serve so you can serve them better.