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Before I dive into designing I want to be sure about my demographic. This will strongly influence how I want to present my brand.

I think a good start is to look at festivals as their demographic is relatively similar to mine.

and of course the demographics of other sportswear companies that Donnay will be competing with. such as Nike, Addidas, Puma etc.



Nike To Stay Out In Front With Biggest Data Of All: Demographics

Nike has gotten off to a slow start in 2017. Now three-quarters under, in March the company reported total global revenues up 6% year-over-year, but slowing to 5% in the third quarter. Further North America, its largest global market, grew by only 4% YoY, a pace the company can’t be satisfied with.

At the time Mark Parker, Chairman and CEO, announced its “Triple Double” strategy – 2X Innovation; 2X Speed; and 2X Direct —  focused on doubling down on innovation in performance and style, speed to market, and direct connections with customers through digital, membership and personalization.

Then this past week, Nike followed with an announcement of its “Consumer Direct Offense,” to accelerate product innovation, move closer to the consumer through a Key Cities initiative and to deepen the company’s one-to-one connections with customers. It also plans to unload 2% of its nearly 71,000-strong workforce to create a leaner, meaner corporate profile.


Digital strategies will fuel much of the company’s “Triple Double” execution, under a new Nike Direct organization led by Heidi O’Neill, President of Nike Direct, and Adam Sussman, Chief Digital Officer. That, of course, means more reliance on “Big Data” to quantitatively plan product demand, allocate resources and target the right customers with the best offers.

But “Big Data” has an Achilles heel: it relies on past consumer behavior to predict future behavior. And that can prove faulty in today’s consumer marketplace characterized by rapidly changing consumer preferences and shopping behaviors.

That’s why I am intrigued by Nike’s plan to focus on 12 Key Cities in its Consumer Direct Offense:  New York, London, Shanghai, Beijing, Los Angeles, Tokyo, Paris, Berlin, Mexico City, Barcelona, Seoul, and Milan.These are the places the company predicts will generate over 80% of Nike’s projected growth through 2020. Why? Because the company is tapping the biggest, baddest, but old-fashioned data of all: Consumer Demographics.

Demographics is the statistical study of populations. It predicts the composition, size, structure, and distribution of where people live. While the recent refugee crisis in Europe disrupted the normal demographic shifts there, it remains a powerful tool for marketers searching for their best customer prospects today and tomorrow.


As the launch of my brand is centred around an event it’s safe to say the age range will be around 18-25 but then I wonder if a family-friendly event would make it more appealing.

For now, I’m thinking the age range for my event should start at 16 as I don’t want to exclude the younger crowd while maintaining an atmosphere that still reflects uk hip hop.

(in a similar way to festivals)

I’m also interested in looking at the demographics of the competitors


The UK Festival Market Report 2017

Festival Insights and the UK Festival Awards are proud to release the UK Festival Market Report 2017, an in-depth examination of consumer demographics, preferences and behaviour based on research undertaken from October – November 2016. The insights contained within the Report were gleaned from a sample of 8000 festival-goers who took part in the annual UK Festival Census, an extension of the UK Festival Awards’ voting platform.

Areas covered in the document include attendees’ opinions on ticket prices, improvements they’d like to see implemented at festival bars, what types of music they consume, their most prioritised amenities at festivals, and much more.

Download the full report here.

To check out some excerpts, please see below.


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