**Expanded Target Market & Segmentation**
### **Primary Target Market**
#### **1. Addis Ababa Youth (18–35 Years)**
- **Demographics**:
- 2.3 million residents in Addis Ababa aged 18–35 (55% of the city’s population).
- 65% urban, 48% enrolled in higher education (CSA Ethiopia, 2023).
- Avg. disposable income: 3,000–8,000 ETB/month after essentials (rent, food).
- **Psychographics**:
- **Aspirational**: Seek to align with global trends while expressing Ethiopian pride.
- **Tech-Savvy**: 89% use Instagram/TikTok daily; 72% prefer shopping via social media links.
- **Values**: Sustainability (68% prioritize eco-friendly brands), cultural authenticity.
- **Behavior**:
- Purchase frequency: 2–3 apparel items/month, prioritizing novelty (limited-edition drops).
- Preferred channels: Instagram Shops, pop-up stores at cultural hubs (e.g., Fendika Cultural Center).
- **Strategy**:
- **Collaborations**: Partner with Ethiopian TikTok influencers (e.g., @Hewan_Addis) for “Design Challenges.”
- **Flash Sales**: “Generation Sheba” discounts during holidays like Enkutatash (Ethiopian New Year).
- **Experiential Retail**: AR-powered fitting rooms in Addis malls (e.g., Edna Mall).
#### **2. Middle-Class Professionals (25–45 Years)**
- **Demographics**:
- 450,000 professionals in Addis earning 10,000–25,000 ETB/month (bankers, NGO staff, tech workers).
- 60% female, 55% married with children.
- **Psychographics**:
- **Quality-Conscious**: Willing to pay a premium for durable, versatile basics (e.g., work-to-weekend wear).
- **Time-Poor**: Prefer one-stop shopping and loyalty rewards.
- **Socially Aware**: 75% prioritize brands supporting local communities.
- **Behavior**:
- Purchase triggers: Office-appropriate styles, ease of care (wrinkle-resistant fabrics).
- Preferred channels: Brick-and-mortar stores in Bole District, corporate bulk-buy programs.
- **Strategy**:
- **Capsule Collections**: “9-to-5 Essentials” line with muted tones and subtle cultural motifs.
- **Loyalty Program**: “Sheba Points” for repeat buyers (redeemable for artisan-made accessories).
- **Corporate Partnerships**: Discounted employee bundles for firms like Safaricom Ethiopia.
---
### **Secondary Target Markets**
#### **1. Ethiopian Diaspora (2M+ Globally)**
- **Geographies**: U.S. (35%), UAE (25%), EU (20%).
- **Key Traits**:
- **Nostalgia-Driven**: Willing to pay 4x local prices (e.g., 4,400 ETB for Cannes Collection).
- **Cultural Ambassadors**: Seek to showcase Ethiopian heritage at events (e.g., Ethiopian Day parades).
- **Strategy**:
- **E-Commerce**: Shopify store with USD pricing and express shipping via DHL.
- **Diaspora Hubs**: Pop-ups in Little Ethiopia (Los Angeles) and Dubai’s Global Village.
- **Collector’s Editions**: Limited-run designs co-created with diaspora artists (e.g., chef Marcus Samuelsson).
#### **2. International Tourists**
- **Demographics**:
- 1.2M annual visitors to Ethiopia (2023), led by U.S., Germany, and China.
- Avg. spend: 2,500 ETB on souvenirs (Ethiopian Tourism Organization).
- **Behavior**:
- Seek authentic, portable mementos (lightweight, culturally symbolic).
- Shop at tourist hotspots (Unity Park, Entoto Mountain).
- **Strategy**:
- **Travel Retail**: Kiosks at Bole International Airport with “Addis Memories” mini-collections.
- **Tour Packages**: Collaborate with Ethiopian Airlines to include Boaz vouchers in holiday bundles.
#### **3. Cannes-Driven International Buyers**
- **Profile**:
- Luxury shoppers, film industry elites, and boutique retailers attending Cannes.
- Avg. spend: 8,250+ ETB for exclusive designs.
- **Strategy**:
- **Cannes Pop-Up**: Partner with Ethiopian filmmaker Jessica Beshir for a VR experience showcasing T-shirt artisanship.
- **Press Kits**: Include T-shirts in Cannes gift bags for celebrities/influencers.
- **Post-Event Sales**: Auction signed Cannes-worn T-shirts, with proceeds funding Design Ethiopia scholarships.
---
### **Segment-Specific Product Alignment**
| **Segment** | **Product Line** | **Price Range (ETB)** | **Key Features** |
|---------------------------|--------------------------|-----------------------|-------------------------------------------|
| Addis Youth | Everyday Line | 200–600 | Bold prints, AR-enabled tags, unisex fits |
| Professionals | Everyday Premium | 600–1,500 | Wrinkle-free cotton, minimalist designs |
| Diaspora | Cannes Collection | 4,400–8,250 | Hand-embroidered, limited-edition numbering |
| Tourists | Heritage Souvenir Line | 500–1,000 | Scarves/T-shirts with Amharic proverbs |
| Cannes Buyers | Cannes Limited | 8,250–12,000 | Silver-thread accents, celebrity co-designs |
---
### **Challenges & Mitigation**
- **Youth Price Sensitivity**: Introduce a “Student Pass” (15% off with university ID).
- **Diaspora Competition**: Counter Zara with “Not Imported, Not Fast Fashion” branding.
- **Tourist Seasonality**: Offset low seasons with pre-Cannes online hype campaigns.
---
By tailoring products, pricing, and outreach to each segment’s unique drivers, Boaz Trading PLC can dominate Ethiopia’s apparel market while building a globally resonant brand rooted in cultural storytelling.