Identify the need-based target market for Reformation including any identifying characteristics to support your recommendations.

Recommendations:

1. Revamp product selections to include a larger variety of plus-sized dresses within 1-2 years.
2. Update existing website to include extended sizes listed with the regular sizes instead of separated into its own category.

Identifying characteristics:

• Key benefits
• Usage behaviors
• Demographics/Pshychographics
• Segment Size/Growth
• CLTV (customer lifetime value)
• Company Fit
• Persona

References:

https://www.statista.com/statistics/1008404/share-of-consumers-who-prefer-apparel-from-environmentally-friendly-brands-worldwide/#:~:text=In%202018%2C%2072%20percent%20of,clothing%20from%20environmentally%20friendly%20brands.

https://my-ibisworld-com.proxy.lib.pdx.edu/us/en/iexpert-specialized/od5097/iexpert#industry-structure

https://www.thereformation.com/pages/sustainablepractices

https://www.thereformation.com/pages/sustainability-at-reformation