Target Audience

Givenchy’s concept to produce fashion, lead fashion and explain fashion, has adapted to the times. Although the target audience was originally fashion-forward women, it has now developed towards both genders. Givenchy has strived to be slightly ahead of the times, pushing the boundaries of what we see as fashion. In the earlier days of the brand, Givenchy was releasing short mini-dresses, and with the help of Audrey Hepburn, this became very popular. This was a time where it was slightly frowned upon to wear short dresses, but with the help of Givenchy, this all changed. The target audience for Givenchy was previously 25-35 year olds, who wanted to dress just like celebrity Audrey Hepburn. After the male line had been released, Givenchy widened their target audience, to both men and women who have striven to be part of the luxurious lifestyle that Givenchy offered, as well as being able to be fashion-forward and slightly ahead of the times.
Nowadays, the target audience is that of fashion forward adults, both men and women. The brand is reaching out towards the younger clientele, for example through their 'Tumbr' style website. Younger clientele are also being pulled in through their style of clothing, which in this season consists of animal prints, religious imagery and large patterns. By widening their target audience, Givenchy create new consumers, who will grow with the brand. They still continue to be fashion-forward.