Gadzooks Clothing Changes Its Target Market
Gadzooks clothing in 2003 was primarily targeted at clothing and accessories for teenagers. However, although the store still operates to that market, it did forcible change its outlook and reinvented its brand by focusing entirely on clothing and accessories for women. The change for Gadzooks clothing was because of disappointing holiday sales. Everyone knows how picky teenagers can be and as Gadzooks clothing was dedicated itself entirely to this audience, once it fell out of favor it could not pick itself back up. Gadzooks clothing made the mistake of many a retailer who targets on one particular market and leaves itself no room for other interests. Many retailers who aim at the teenage market, similar to Gadzooks clothing, also hold other lines that would be of interest to the older audience. Quite often a teenager will not shop alone, they will be with an adult, and Gadzooks clothing had nothing to offer the parents of the teenagers whilst they were in store. This made Gadzooks clothing a last choice for families who were out shopping as they could only shop for the teenager in the family at a Gadzooks store. Gadzooks clothing had to turn itself around so that it would appeal to the older female audience as well as the teenagers, and in recent years we have seen this happen.