BCBG Target Market

BCBG Mission Statement

“Bon chic, bon genre,” meaning good style, good attitude, is the phrase that makes up BCBG Max Azria. BCBG is committed to designing, marketing, and providing fabulous work to nightlife apparel for the sophisticated woman. BCBG strives to create excellent, innovative high fashion garments at a conservative price point for the young professional woman.


Although there are several different lines for BCBG at different price points, the target market being addressed here is the high fashion level line. BCBG Max Azria’s high fashion line is tendered towards women between the ages of eighteen and thirty-five. These intended women would have an income starting from $50,000 and up. Their occupation choice could be a range of careers or jobs; anywhere from retailer to nightclub owner to travel agent would fit. Ethnicity is vague and this line would be suitable for women of any ethnic background, as long as they are big city dwellers, living in places like Los Angeles or New York. The price zone would be considered designer; at lowest diffusion could be considered.