Carhartt’s Audience Persona
A target audience or “brand” audience is a specific voice that a brand creates to intentionally reach a certain group of people. It can vary from several demographics such as age, gender, culture, occupation, race, and more. It can also be based on audience psychographics such as personality, interests, preferences, etc.
Carhartt is a U.S based clothing brand known for their outdoor wear that includes hunting clothing, fire-resistant clothing, coats, overalls, vests, and more sturdy wear items. The founder of this brand is a caucasion male known as Hamilton Carhartt. He was born August 27th 1885, founded Carhartt in 1889, and passed away in 1937 due to a car accident he and his wife were in. He originally started aiming towards railroad workers after many failures in the material he was trying to acheive. Around the 1970’s and 80’s, the brand became popular to consumers outside blue-collar trades. His target audience ranges anywhere from ages 18–40 because it focuses on mostly males who are into outwear or hard working clothing.
Hamilton Carhartt initially ran a furnishing business which later inspired him to create the brand. They started out with only two sewing machine and five employees. The headquarters is located in Dearborn Michigan and rapidly grew from South Carolina, Georgia, Texas, California, Canada, and more in 1910. Their slogan at first was “Honest value for an honest dollar” but his son Wylie helped him create “Back to the land” which made a stronger engagement with farmers and ranch workers. Hamilton Carhartt is very family-oriented and it shows because his son and wife helped contribute to the success and the company got passed down to Wylie’s daughter and her husband so it stays in the family’s hands.
Hamilton Carhartt was a man motivated to make clothing for hard working men and those who want to sit comfortably in the outdoors. Now Carhartt is worn for fashionable reasons also due to the quality and affordability of the clothing. The brand remains 125 years and counting, and is worth 1.1 billion dollars due to the rapid success.
