To learn about the consumer at Comme, I began my research at the most accessible, active and updated portal- Instagram. Running through various hashtags such as commedesgarcon and commedesgarconplay, I landed on a page that featured ‘People wearing all comme des garçon‘. As I scrolled through the profiles of people featured on the page, I observed that the Comme des Garçon and the PLAY line consumer belong to two diverse sections.
Moving on to various portals; I analysed the lifestyle, income, age and location of the consumers. Comme being a Japanese brand has a set foot in the Asian market. With the Asian consumer’s growing purchasing capacities and need to travel across continents, Comme is enjoying a consistent climb up the ladder at locations such as Singapore and Hong Kong. They belong to generations Y and Z with an eye for art and experimental fashion. An important observation that I recorded was how the brand’s conservative approach towards fashion appeals to many belonging to the Asian continent.
Play line, however caters to the casual style and trend seekers. With its low price range and simple silhouettes, the products are aimed to bring more people into the Comme family. The logo being the most important element of this line attracts consumers who believe in the idea of owning branded apparel and altering their personal style to fit the trends.
Concluding the study of consumer tribes, the PLAY consumer is a part of the Comme family but the Comme des Garçon consumer is a more diversified and larger base catered by various lines at CDG.
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