Butler Bag and QVC
Most women on QVC review the butler bag as a great gift, especially for moms. This is a great target market because there are over 80 billion mothers in the US, 1/8 of which are single mothers. The Butler Bag is designed for the busy woman who want to look good, but also keep organized. Although the highest percentage of mothers (81%) are between the ages of 40 and 44, the average age of a woman giving birth for the first time is 25. QVC also caters to the busy woman in its approach to sales, but claims to have a wide target market audience, selling products that interest everyone from age 20 and up.
http://www.qvc.com/qic/qvcapp.aspx/view.2/app.detail/params.item.A82052.desc.Butler-Bag-by-Jen-Groover-Crinkle-Patent-Top-Zip-Satchel
http://www.electronicretailermag.com/info/1206_qvc.html
http://www.census.gov/Press-Release/www/releases/archives/facts_for_features_special_editions/006560.html
The "Generation Y" Consumer
The Generation Y consumer is one of the largest "consumption-oriented groups in history," targeted by malls and retailers for their high-spending and large numbers.
-Though they are only 7% of the population, they account for 21% of total spending
-Consumers under age 20 are spending five times more than their parents did at the same age
-Total market was $122 Billion in 200, projected to grow another $192 million by 2010
-In 2015, adult members of Gen Y will make up 34% of the population (up 7% from 2001)
-Consumed by entertainment: music, movies, TV, advertising, computer games, extreme sports, etc.
-Respond favorably to edgy and humorous communciations than be bombarded with conventional media
-Unlike parent generations, Gen Y works to live, instead of living to work
http://www.harrisinteractive.com/NEWS/allnewsbydate.asp?NewsID=667
http://www.usatoday.com/money/advertising/2006-10-11-retail-teens-usat_x.htm
http://www.businessweek.com/1999/99_07/b3616001.htm?scriptFramed
http://www.jllretail.com/NR/rdonlyres/4420B744-4281-422E-978C-0D8F1AF547E8/16026/GenY_longfinal.pdf
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