I personally think that the target that we should speak to should be younger. I think that boys 15-21 is a little too old and should be 15-19. I liked "You can look dope without being an athlete" or what about this? "You can look like an athlete and still look dope."
I agree with "they're heavily interested in the music industry and therefore, very influenced by the lifestyle and fashion they see/hear in music." It's like the saying 'monkey see, monkey do"
I like "Athlete's World is a place to go to get the most hip fashions. You can wear our athlete wear without having to look like an athlete."
Here's my attempt:
Target:
Primary: Boys 15-19; Secondary: girlfriends 15-19. When the boys browse the store, the girls browse. The girls end up creating need for the purchase.
What our target believes now:
"I want my friends to look at me (or distinguish me) as someone with style. So then they will have respect and I will have control over my clique"
"I want to feel like I have the power and respect over my friends"
"I want to support my favourite rapper because he designed it and I want all my peers to know it"
What our target does now:
"I love wearing the latest fashions. My peers look up to me and it feels good to know that I influence them."
What we want our target to believe:
"I'm ballin' out of control!"
"I can ball out in this at a club and I can also wear it with my girl, chillin'" (has a dual purpose)
What we want our target to do:
Shop at Athletes World for the latest fashions and trends.
Main message to change his/her mind:
You can look 'ballerific' in our clothes at the club or just chillin with your girl or the boys.
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