**Expanded Target Market & Segmentation Analysis**
### **Primary Target Market**
#### **1. Addis Ababa Youth (18–35 Years)**
- **Demographics**:
- **Age**: 18–35 (70% of Ethiopia’s population is under 30).
- **Income**: Students (0–5,000 ETB/month), entry-level professionals (5,000–10,000 ETB/month).
- **Location**: Urban centers (Bole, Kazanchis, Mercato).
- **Psychographics**:
- **Values**: Cultural pride, trendiness, affordability.
- **Lifestyle**: Active on social media (Instagram, TikTok), attend festivals (Meskel, Timkat), and prioritize self-expression.
- **Behavioral Insights**:
- **Purchasing Habits**: Frequent, low-ticket buys (1–2 T-shirts/month).
- **Price Sensitivity**: 70% spend <500 ETB per apparel item.
- **Preferred Channels**: Social media ads, pop-up stores at universities (e.g., Addis Ababa University), and Mercato kiosks.
- **Boaz Strategy**:
- **Product**: Everyday Line (300–800 ETB) with bold designs (e.g., Afrobeats graphics, Amharic slang).
- **Marketing**: TikTok challenges (#WearEthiopian), collaborations with influencers like Hanan Tarq.
#### **2. Middle-Class Professionals (25–40 Years)**
- **Demographics**:
- **Income**: 10,000–25,000 ETB/month (top 15% of Addis earners).
- **Occupations**: Bankers, tech workers, NGO employees.
- **Psychographics**:
- **Values**: Quality, professionalism, subtle cultural pride.
- **Lifestyle**: Shop at malls (Edna Mall), attend cultural events (Addis Fashion Week).
- **Behavioral Insights**:
- **Purchasing Habits**: 1–2 premium buys/quarter.
- **Price Range**: Willing to spend 800–1,500 ETB for work-appropriate styles.
- **Boaz Strategy**:
- **Product**: Elevated basics (e.g., Habesha kemis-inspired collars) in the Everyday Line.
- **Marketing**: LinkedIn campaigns, corporate partnerships (e.g., Dashen Bank uniform collaborations).
---
### **Secondary Target Markets**
#### **1. Ethiopian Diaspora**
- **Demographics**:
- **Regions**: U.S. (Washington D.C., Minneapolis), Europe (London, Stockholm), UAE (Dubai).
- **Income**: $50k–100k/year (3x higher purchasing power than domestic consumers).
- **Psychographics**:
- **Values**: Cultural connection, premium quality, nostalgia.
- **Lifestyle**: Attend Ethiopian festivals (Irreecha in DC), shop online for heritage products.
- **Behavioral Insights**:
- **Price Sensitivity**: Willing to pay 3,000–5,000 ETB for exclusive designs.
- **Preferred Channels**: Shopify store with global shipping, Ethiopian grocery stores (e.g., Sami Groceries in LA).
- **Boaz Strategy**:
- **Product**: Cannes Collection (limited-edition T-shirts with Aksumite patterns).
- **Marketing**: Targeted Facebook/Google ads during holidays (Enkutatash), partnerships with diaspora influencers (The Weeknd).
#### **2. International Tourists**
- **Demographics**:
- **Regions**: Europe (France, Germany), U.S., China.
- **Travel Purpose**: Heritage tourism (Lalibela, Axum), business conferences.
- **Psychographics**:
- **Values**: Authentic souvenirs, lightweight/easy-to-pack items.
- **Lifestyle**: Stay in upscale hotels (Sheraton Addis), visit cultural sites.
- **Behavioral Insights**:
- **Price Range**: 500–2,000 ETB for memorabilia.
- **Preferred Channels**: Hotel gift shops, airport stores (Bole International Airport).
- **Boaz Strategy**:
- **Product**: Travel-friendly packs (3 T-shirts + scarf bundle) featuring Simien Mountains prints.
- **Marketing**: Collaborate with Ethiopian Airlines (in-flight catalogs), tour agencies (Ethiopian Travel & Tours).
#### **3. Cannes Film Festival Attendees**
- **Demographics**:
- **Profile**: Filmmakers, celebrities, luxury buyers.
- **Income**: High-net-worth individuals ($200k+ annual income).
- **Psychographics**:
- **Values**: Exclusivity, artistry, global trends.
- **Lifestyle**: Attend red-carpet events, follow haute couture.
- **Behavioral Insights**:
- **Price Range**: 5,000–8,250 ETB for limited-run designs.
- **Preferred Channels**: Cannes pop-up store, VIP gifting suites.
- **Boaz Strategy**:
- **Product**: Red-carpet T-shirts co-branded with filmmakers (e.g., Haile Gerima collab).
- **Marketing**: Featured in *Variety*’s Cannes edition, influencer unboxing videos.
---
### **Niche Markets**
1. **Eco-Conscious Consumers**:
- **Target**: Urban millennials prioritizing sustainability.
- **Strategy**: Highlight GOTS certification and enset-fiber packaging in ads.
2. **Fashion-Forward Innovators**:
- **Target**: Early adopters of tech-driven fashion.
- **Strategy**: Launch AR try-on filters for Instagram.
---
### **Market Size & Projections**
| **Segment** | **Market Size (Addis)** | **Revenue Potential (Year 1)** |
|--------------------------|-------------------------|--------------------------------|
| Youth (18–35) | 1.2M people | 7.2M ETB (12k units x 600 ETB) |
| Middle-Class Professionals | 300k people | 9M ETB (6k units x 1,500 ETB) |
| Diaspora | 2M people globally | 15M ETB (3k units x 5,000 ETB) |
| Cannes Attendees | 50k/year | 4.125M ETB (750 units x 5,500 ETB) |
---
### **Differentiation Strategy**
- **Local vs. Global Balance**:
- **Primary Market**: Compete with tailors via affordability and with H&M via cultural relevance.
- **Secondary Markets**: Outprice Zara with exclusivity and heritage storytelling.
- **Omnichannel Reach**:
- **Local**: WhatsApp orders for Mercato delivery.
- **Global**: Amazon Luxury Stores for Cannes Collection.
By tailoring products and campaigns to these segments, Boaz Trading PLC can dominate Ethiopia’s youth-driven market while capturing high-margin opportunities abroad.