ing the market opportunities, denim covers many areas in the fashion industry. Denim has always been included in the fashion trends; they styles just change. Each consumer of denim is trying to achieve a specific fit and an original appearance from the jeans they purchase. Knowing this information about the consumer, an opportunity arises of allowing the consumers to design their own denim. This allows the consumer to get exactly what the way they want, the look they want, the fit, size, and style they want. All of this is within the price range of what they would pay in a retail store.
             Competition can be both direct and indirect. There is the indirect competition from people who do not buy denim products for their fashion needs. The direct competition is from the different retailers of denim. There are designer labels such as Bebe, Versace, and Armani. These designer labels are above the price range of our denim and the consumers of these brands will not be the target market we are looking for. There are also premium brands that are our largest competitors. These brands include Gap, Abercrombie and Fitch, and even our other styles of denim. There are also generic brands of denim, which include Faded Glory, Mossimo, and Wrangler. These are the denim that you can purchase from Wal-Mart and K-Mart and we are going to include these consumers in our target market.
             Our target market consists of women of all races, in no specific geographic location. These women are pre-teen to 40. Since this is such a large age variance, we have chosen differentiated marketing and divided our segments into two groups and market to each one separately. The first group is the pre-teen to 20 year-olds (G1). This group has little to no income, but a higher disposable income from their parents. These girls are in middle, high school, and starting college. These girls are watching Friends, Will & Grace, reading YM, Seventeen, and look up...