David Jones Target audience

DJ's have an almost shamelessly un-egalitarian approach to identifying and choosing their target market/demographic. As discussed prior, DJ's sets about  to attract the upwardly mobile (or aspirationally so) . These customers are wanting to avoid shopping shoulder to shoulder with noisy children, teenagers and uncouth individuals. It does so by subtly intimidating and exclusionary marketing and advertising techniques, that not only attract he customers they seek but detracting those that would rather not enter the store.

source : www.davidjones.com.au/about-david-jones

Ironically David Jones has recently fared as one of the poorest for customer service (Dec 12-2011), this however could be amplified by their customer base having higher expectations.

With an equal split between male and female customers, David Jones' flagship  Store in Sydney has two separate, but adjoined by overhead passageway, stores one each for the men and the ladies.  the style, layout, colours and lighting aim for the mid to late 20's shopper upwards through to the established more mature demographic.

Source : google images

Source : google images.

It is my intention to continue with DJ's current style of imagery, insofar as the images I produce will not only be seasonal sensitive, but capture sophistication by using subtle lighting techniques, and refined elegant themes. Overall there is nothing loud about DJ's pitch and I will respect that with the images that I take for the company.