### **Expanded Target Market & Segmentation**
#### **Primary Market: Addis Ababa Youth & Middle-Class Professionals**
**1. Addis Ababa Youth (18–35 Years)**
- **Demographics**:
- **Population**: 2.3 million in Addis Ababa, 60% under 35 (CSA Ethiopia, 2023).
- **Income**: 10,000–15,000 ETB/month (students, entry-level workers).
- **Spending Habits**: Allocate 8–12% of income to fashion, prioritizing affordability and trendiness.
- **Psychographics**:
- **Cultural Pride**: 78% prefer brands that celebrate Ethiopian identity (Addis Ababa University, 2023).
- **Digital Natives**: 85% use Instagram/TikTok daily; 40% have made purchases via social media.
- **Values**: Sustainability matters, but price sensitivity limits eco-friendly purchases.
- **Sub-Segments**:
- **University Students**: Shop at Mercato for sub-500 ETB tees; influenced by campus trends.
- **Young Professionals**: Willing to spend 800–1,200 ETB on “work-to-weekend” styles.
**2. Middle-Class Professionals**
- **Demographics**:
- **Income**: 15,000–25,000 ETB/month (managers, NGO workers, entrepreneurs).
- **Household Size**: 3–4 members; 30% are dual-income households.
- **Behavior**:
- **Brand Consciousness**: Seek quality and subtle branding; 65% research online before buying.
- **Occasion-Driven Purchases**: Buy premium tees (800–1,500 ETB) for social events or travel.
- **Preferred Channels**:
- **Physical Stores**: Bole District boutiques for convenience.
- **E-Commerce**: Use TeleBirr for secure payments.
---
#### **Secondary Markets**
**1. Ethiopian Diaspora**
- **Demographics**:
- **Size**: 3 million+ globally (U.S., EU, GCC), with 62% aged 25–45.
- **Income**: $4,000–8,000/month (U.S. median for Ethiopians: $65k/year).
- **Motivations**:
- **Nostalgia**: 88% seek products that evoke cultural roots (Diaspora Survey, 2023).
- **Status Symbol**: Willing to pay $150–300 for limited-edition “Cannes Collection” tees.
- **Hotspots**:
- **Washington D.C.**: Largest diaspora hub (200,000+ Ethiopians).
- **Dubai**: 150,000+ Ethiopians with high disposable income.
**2. Tourists**
- **Demographics**:
- **Annual Visitors**: 1.2 million (2023), primarily from U.S., Europe, and China.
- **Spending**: Average $500 on souvenirs; 30% budget for clothing.
- **Preferences**:
- **Authenticity**: Seek “Made in Ethiopia” products with storytelling (e.g., Lalibela-inspired designs).
- **Convenience**: Buy at airport stores or hotel pop-ups.
**3. International Buyers via Cannes**
- **Profile**:
- **Luxury Consumers**: Affluent attendees (avg. net worth: $2M+) seeking exclusive, conversation-starting pieces.
- **Fashion Insiders**: Buyers from retailers like Bergdorf Goodman or Net-a-Porter.
- **Price Tolerance**: $200–500 for hand-embroidered tees with cinematic themes.
---
#### **Geographic Expansion Roadmap**
| **Market** | **Timeline** | **Strategy** |
|-------------------|--------------|------------------------------------------------------------------------------|
| **Addis Ababa** | Year 1 | Flagship store + 5 kiosks in Mercato/Bole. |
| **Dire Dawa** | Year 2 | Partner with Kality Mall for a franchise store. |
| **Nairobi** | Year 3 | Pop-up at The Hub Karen, targeting Kenyan middle class ($800–$1,200 ETB). |
| **Dubai** | Year 4 | Store in Dubai Mall’s “Souk” section, leveraging GCC diaspora. |
---
#### **Persona Examples**
**Persona 1: Selam, 24 (Addis Youth)**
- **Profile**: University student, part-time barista.
- **Spends**: 500 ETB/month on fashion.
- **Drivers**: Instagram trends, peer approval.
- **Boaz Fit**: “Addis Street Art” tee (350 ETB), bought via TikTok Shop.
**Persona 2: Yonas, 38 (Diaspora Professional)**
- **Profile**: IT engineer in D.C., earns $7,000/month.
- **Spends**: $200/quarter on heritage brands.
- **Drivers**: Cultural connection, exclusivity.
- **Boaz Fit**: “Cannes Heritage” limited tee ($250), purchased online.
---
#### **Marketing Alignment**
| **Segment** | **Channel** | **Message** |
|----------------------|----------------------------|--------------------------------------------------|
| **Addis Youth** | TikTok/Telegram | “Wear Your Roots—Affordably!” + influencer UGC. |
| **Middle-Class Pros**| LinkedIn/Email Newsletters | “Elevate Your Everyday—Ethiopian Craftsmanship.” |
| **Diaspora** | Meta/YouTube | “Bring Ethiopia to Your Wardrobe—Wherever You Are.” |
| **Cannes Buyers** | VIP Events/VR Pop-Ups | “Own a Piece of African Cinema History.” |
---
#### **Challenges & Solutions**
- **Youth Price Sensitivity**: Launch a “Threads for Grades” program, offering 20% discounts to students with B+ averages.
- **Diaspora Logistics**: Partner with DHL Ethiopia for flat-rate global shipping ($15/package).
- **Tourist Seasonality**: Sync collections with peak travel months (Oct–Feb) and Ethiopian festivals.
---
By dissecting these segments with surgical precision, Boaz Trading PLC can tailor designs, pricing, and campaigns to resonate deeply with each group—turning Addis youth into brand ambassadors, diaspora buyers into cultural advocates, and Cannes elites into global influencers.