The audience includes: 1) moms, and 2) their children, and 3) the fashion industry.
*Who care about designer brands
*Who wear designer denim such as Rock & Republic, Seven, True Religion, etc.
*Want their children to wear stylish / edgy clothes
*Ideally care about the environment...seeking sustainable clothing.
By age eight, kids start to care about the way they dress and look. Mom's customary role of helping to choose what they wear on a daily basis becomes less prominent and is nearly non-existent once kids become teenagers. While mom may still be the primary purchaser, kids are very opinionated about what they want and don't want to wear.
We need to appeal to the new generation of kids...both boys and girls.
3. Fashion Industry
Sustainable apparel has media attention and fashion and celebrity interest. When Earth Pledge produced its 2008 Future Fashion Show, it invited international designers to participate, and it provided them with samples of hundreds of sustainable fabric choices. Participating designers and design houses included Stella McCartney, Yves St. Laurent, Michael Kors, Marc Jacobs, Calvin Klein, Versace, Givenchy, Burberry and many more. The event made “eco-fashion” a popular term.
We want "green" to be the key ingredient that differentiates us...not to mention a great designer fit.