Audience Analysis

Primary Audience: The primary audience, as outlined in Shields' book, is the "direct target; the audience for which you are designing your social media initiatives." (30) In the case of the Gosha Rubchinskiy brand, the primary audience is individuals who have a keen sense of streetwear fashion. These individuals are in the know about recent trends and exclusivity of designer brands. They are fans of unusual and unconventional origins of design and are not only paying attention to mainstream fashion. They are typically male, but can also be female as Gosha has already designed some women's pieces. They are young and savvy and able to recognize streetwear as a genre of fashion that is taking the world by storm. The primary audience is worldwide.

Secondary Audience: The secondary audience, as outlined in Shields' book, is the "indirect target; the audience that may share similarities with your primary audience but has its own differentiating characteristics." (31) In the case of the Gosha Rubchinskiy brand, the secondary audience is individuals who are interested in fashion. They don't necessarily have to have any kind of specialized knowledge, but they would have a general interest in being fashionable.

Tertiary Audience: The tertiary audience, as outlined in Shields' book, is the "audience that is not your direct or indirect targets, but can still influence how your initiative is received." (31) In the case of the Gosha Rubchinskiy brand, the tertiary audience is individuals who are aware of the fashion industry but aren't influenced by it.

The goals of this social media plan will be to spread the word about Gosha Rubchinskiy as a brand and as a designer. Since they do not currently have a noteworthy social media presence, I think the best place to start would be to create more awareness and get people talking. I want to continue emulating the brand's reputation of exclusivity, so I don't want the purpose of the social media plan to be about purchasing the clothes just yet. People want what they don't have, so by spreading the word it will increase the audience's feelings of desire.