BoohooMAN is a menswear brand launched in 2016, catering to a primarily young, trendy male shopper looking for affordable fast fashion. Based out of the UK but operating globally, the brand’s core target is men ages 18-24. BoohooMAN is one of my favorite brands to shop with, and I have chosen it for a brief case study on market segmentation.
Demographic Segmentation
BoohooMAN’s demographic segmentation strategy is extremely targeted. As I mentioned, it primarily targets Gen Z males, and that is the only demographic their online store is built around. We can also make inferences about the income of the targeted segment based on the average earnings of Gen Z men in that age group and the fact that BoohooMAN is a fast fashion brand that often positions itself as “price conscious” and “affordable fashion.”
Psychographic Segmentation
The psychographic segmentation is the part of BoohooMAN’s strategy I find most interesting. BoohooMAN designs its clothing and accessories around customer personas or archetypes. You will see active lifestyle lines featuring activewear and merchandise for the health conscious gym bro, the boy next door “prep” aesthetic, the nightlife lover who needs clothing for a night of clubbing, streetwear and sneaker culture, as well as skaters. By isolating a very specific niche demographic, BoohooMAN’s approach to psychographic segmentation is a shotgun spread of lifestyle based psychographics. This works particularly well because, according to studies such as a cross temporal meta analysis done by psychologist Jean Twenge years ago, younger generations are more concerned with personal image and identity. Building a broad psychographic segmentation strategy targeted at young people, allowing them to identify and express that sense of self, is a strong strategy for BoohooMAN.
The Keys to Implementing Segmentation Strategies
Based on BoohooMAN’s approach, I have found four key things necessary for implementing any segmentation strategy. Segments must be measurable and substantial. You need to know the size and purchasing power of a segment before pursuing it. BoohooMAN knows its core audience is large enough to sustain the brand. Gen Z is the generation most likely to make a purchase online and the biggest customer base for fast fashion brands. The segment must be accessible. The company must be able to reach the segment through distribution and promotion channels. BoohooMAN reaches its young male audience through social media and influencer collaborations, which are channels where this demographic spends time, over 9 hours a day some studies suggest. The segment should be profitable. The segment needs to generate sufficient revenue to justify the marketing investment. BoohooMAN’s fast fashion model and affordable price points keep costs low while serving a high-volume audience. Segmentation is dynamic and must evolve. Markets change, and so must segmentation strategies. BoohooMAN started by targeting 18-24 year old trendy shoppers, but has expanded to serve active lifestyle enthusiasts, skaters, and streetwear collectors as consumer interests evolved.
A New Market Segment: Millennial Men 28-40
I think BoohooMAN has potential to expand beyond its current demographic. I believe Millennial men ages 28-40 could be served similarly to the demographic they are already targeting with their current strategy. This demographic has more disposable income, and many of their existing products could be marketed to them.
The psychographic segmentation strategy would be the same. You would still present hyper individualized “tropes” or customer personas to base clothing lines and styling on. The young professional, the cookout dad, the hipster, or any number of new customer personas similar to what has been done for the Gen Z segment of the customer base. This age group has a lot of potential as a new segment for BoohooMAN.
BoohooMAN’s success with market segmentation comes from its deep understanding of its target audience. By combining tight demographic targeting with broad psychographic personas, the brand allows young men to express their identities through fashion. As the brand considers expanding to older demographics, the same persona driven strategy could open new opportunities. Market segmentation is not a onetime decision it is an ongoing process that must adapt as consumers and cultures change.
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