Hot Topic

The store I selected for this assignment was Hot Topic. It is not a store I usually go into. Sometimes they have good sales with interesting t-shirts but other than that it is not my scene. I remember in high school it was considered the goth and punk store. Basically the anti-abercrombie. The primary colors of the store are red and black. Same as in the store's logo. An overpowering theme is "The Twilight Saga" everywhere you look there is Jacob, Bella, or Edward hanging out somewhere. There are posters, clothing, and shirts devoted to all of it. Something that I realized that was new at the store was the various types of music found. Not just metal and punk rock but Lady Gaga and Micheal Jackson music was also found there. Jason Derulo who is a hip hop singer is one of their spring campaign's models which really confused me because that is not their target demographics at all. It caters to middle schoolers to high schoolers. That is the age group I saw in their. The staff was nice but I was not looking for anything and I think that they could tell I went in just to go in. What works is the marketing to the demographics that they are trying to reach. In my opinion what does not work are some of the music and models they have representing them because they in my opinion are a turn off to the people that have been with the company for a while. I think they are going for more demographics and for that I cannot blame them.