WHO IS OUR TARGET AUDIENCE?
Canyon audience is modern young people about 15 – 25 years old who are following modern
trends and claim to practice «Real European Values» such as democracy, self-expression,
consumerism rejection, transiency, economization, but cannot dispense with material welfare.
They declare that they do not follow modern trends and brands but in reality they know
how they should look to be modern and stylish. They like premium brands but use
mass brands in everyday life. They like to use accessories which fill their image up.
Career, good job and stability is very important. Adaptiveness and ability to
find common language with completely different people are believed to
be the key for success. They easily change identities and do not feel
deep affection for subcultures. Consider themselves experts in many
areas, aim to be succeeding, do not feel deep affrication for
subcultures.
BRAND VALUES
Following modern styles and trends
Freedom to be different and change
identities
Social life
Self actualization
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