Playfarer.com distributes products to 2 main market segments (both in the 18-24 demographic):
'Hipsters'- By definition, a 'Hipster' is someone who seeks out being
hip, cool, or a trendsetter. They pride themselves in self-expression, and enjoy things like Music, Art, Fashion, Festivals, and more. They are interested in expressing their individuality and like matching their Playfarers to the rest of their outfit (sort of like how hats and shoes have been used in the past) They are much more interested in the colors and patterns we offer, rather than the brand name on the side.
These Hipsters are looking for a COOL WEBSITE to match Their COOL Identities. The first thing that should come out of their mouths when they see the new website is, "woah, this is cool, colorful, and easy to use website!"
Gameday Gluttons- These are currently enrolled students who "Bleed
Their School Colors" They go to athletic games dressed in their favorite players gear. They match their outfit from head to toe as a means of telling EVERYONE that THEY HAVE SCHOOL SPIRIT! They use their parents (or their own) disposable income to buy cheap accessories like Jerseys, Beads, Face Paint, Fanny Packs, Wigs, License Plates and yes, Sunglasses to better enhance their Gameday attire.
I DO NOT WANT: you to focus on College Football, or College Sports for that matter. Focus on the Make-Your-Own Nature.