Core Needs Addressed and Bases of Market Segmentation Essay - 16

Core Needs Addressed and Bases of Market Segmentation - Essay Example Examining the case of Lane Bryant, it is ostensible that the company is seeking to meet the basic need for clothing with their introduction of a’ new activewear line’. The workout-wear branded as Livi Active is a product that seeks to meet the clothing desires and demands of women while participating in the gym exercises or as they leave. Availing it in sizes that fit a higher percentage of its target customers has ensured this demand is met (Mahoney, 2015). This base of segmentation considers the demographic variables including age, size, education, religion, gender among others (Blythe, 2008). Considering the case of Lane Bryant’s new product, Livi Active has been initiated with clear conscious about certain variables. Gender, age and body size are the primary aspects that have been examined extensively. The product seeks to meet the demand of ladies and not any other gender. Also, the gap in terms of body sizes has been thought through before coming up with a product that suits size 12. This has been generated from the information and statistics available. Consequently, the psychological influence that drives people into having needs and wants have been considered. In this case, lifestyle is the core aspect that has informed the development of this product. In the plus-size women desire to look sharp and this makes them develop a strong need for gym wears that are designed with colors that can attract them. The bright colors are apparently the best for this. The company’s new product targets plus-size women whose body size are above size 12. The new product is to be designed brightly and fashionably for the large-bodied customers who, in the past, have not had the chance to receive such stylish clothes. Unlike the traditional system where  Lane Bryant only stylishly designed wears for medium and small size customers, the new product will incorporate the large sizes to enjoy the same.