Hair and fashion entrepreneurs have their work cut out for them. While the entire hair fashion industry is projected to grow 5.6% over the next 5 years, more and more brands are popping up trying to capture the attention of potential customers.
This is why it is so important to understand your target audience. As with any business, understanding your ideal customer is a must. Once you understand who your target market is, you can focus on marketing to them in a way that resonates with them. In the category of fashion, this is even more important because of the amount of options customers have. From Amazon, local retail shops, and Etsy, a customer looking for hair accessories doesn’t have to look far to find them.
As a business that intends on selling hair accessories, your best bet to to focus on your target market as soon as you identify them. In this article, we’re looking at 5 great target markets hair accessory brands can focus on.
So, whether you’re a budding entrepreneur in the beauty industry, a seasoned brand looking to expand, or a consumer curious about the world of hair adornments, this article will shed some light on the best customers for this type of product.
Women Getting Married
Women getting married present a particularly lucrative target market for a hair accessory business. A wedding is not just an event; it’s a milestone. And often, couples will spare no expense to make the day perfect. Brides often want their weddings to be steeped in tradition, personal expression, and attention to detail. Because of this, bridal hair accessories play an important role in completing a bride’s envisioned look.
A primary reason is the desire for uniqueness. Many brides seek bespoke or specially designed hair accessories that align with their wedding theme, dress, and overall aesthetic. This can range from tiaras and hair vines to delicate pins, combs, and barrettes. The personalization aspect ensures that brides are not just purchasing an accessory but investing in a cherished keepsake of their special day.
The versatility of wedding hairstyles also offers vast opportunities for hair accessory businesses. Whether a bride chooses a sophisticated updo, cascading curls, or braids, each style can be enhanced with the right accessory, accentuating its beauty.
Above that, there are also cultural and religious considerations that can influence accessory choices. For example, ornate hairpieces in certain Asian weddings or veils in Christian ceremonies.
The issue with this market is that it is extremely competitive. A hair accessory brand needs to be able to get its product in front of its target audience. However, they are not only competing against other hair accessory brands, they are also competing against brands that cater specifically to people getting married. For example, wedding dress companies will often create their own hair accessories to sell along with their dresses.
If a business decides to go after this market, it should focus intently on its unique selling proposition and understand its audience thoroughly.
Men with Longer Hair
It is estimated that 2-5% of the male population has long hair. While this represents a smaller portion of the entire population, these men still purchase items to help style and maintain their longer hair. Some men need accessories for practical reasons like keeping hair out of their faces during workouts. Others choose items for fashion-forward choices like donning a man bun or ponytail.
Hair bands, tiebacks, and even decorative pins tailored for men’s hair textures and thickness are in vogue. To appeal to this target audience, brands need to focus on a few things. First, the products should be more durable and minimalistic.
As we mentioned earlier, men with long hair typically need these attributes while working out and playing sports. Another way to appeal to this demographic is to offer masculine designs. While there is a sea of feminine hair accessories on the market, there are nowhere near as many masculine options. Brands that can focus on these features can carve a niche for themselves in this segment.
People With Braids and Dreadlocks
People with braids and dreadlocks represent a valuable target market for a hair accessory business. This is especially true for those from ethnic backgrounds. There are many reasons why hair accessory product companies should lock into this target market. Firstly, braids and dreadlocks are more than just hairstyles; they carry deep cultural, historical, and symbolic meanings for many ethnic communities. Wearing their hair a certain way often expresses personal identity, heritage, and tradition. As such, individuals often look for accessories that not only enhance the beauty of these styles but also resonate with their cultural significance.
Also, braids and dreadlocks require specialized maintenance and care. Hair accessories designed specifically for these hairstyles can cater to unique needs. For example, consumers may want to find a product they can use for holding intricate patterns securely or preventing hair breakage. For instance, bands, clasps, or beads that are too tight or made of inappropriate material can damage the hair shaft or roots. Because of this, there is a genuine demand for high-quality, specialized products.
On top of that, the different types of braids and dreadlocks create variety and versatility when it comes to styling. Some may choose the Senegalese twist style while others select the traditional Rastafarian dreads. Then others want to sport modern loc styles. Since there are so many variations of styles, businesses can offer a diverse range of products, appealing to different tastes and preferences within this segment.
Young Girls and Toddlers
Young girls and toddlers represent a prime target market for a hair accessory business. At these ages, hair accessories can play a pivotal role in a child’s self-expression and personal style development.
The sheer diversity of hairstyles for young girls, whether it’s pigtails, braids, buns, or simple flowing locks, allows for a wide array of accessory options. Children themselves tend to like matching hairbands, clips, or ribbons to outfits. This makes dressing up fun and something that can be done between caregivers and children.
Also, themed accessories are in high demand within this market. Items related to popular children’s characters, holidays, or seasons can be a big hit. A company that wants to take advantage of this opportunity would need to get a licensing deal to feature popular cartoon or movie characters. However, a small company can still feature non-copyrighted images. Things like animals, angels, flowers, trucks, and more can still appeal to these children.
Functionality is another key aspect. Parents understand that children are active and constantly on the move. Because of this, these parents want durable and safe hair accessories. Accessories designed with soft materials, secure yet easy-to-open clasps, and without small detachable parts are particularly appealing.
Another reason why this is a great audience is because of the many special occasions children experience annually. Special events like birthdays, school events, or dance recitals often call for unique hair adornments. Hair accessory sellers may want to create specialized products for these events.
By catering to the needs and whimsical desires of young girls and toddlers, a hair accessory business can find a dedicated and enthusiastic consumer base eager to celebrate life’s milestones and everyday joys.
There is another small niche market that is slowly growing. As the world becomes more environmentally aware, there’s a rising segment of consumers who prioritize sustainability in their purchasing decisions. This group is not restricted by age or gender. These consumers seek hair accessories that are eco-friendly, ethically made, and devoid of wasteful packaging.
Materials like bamboo, recycled metals, and organic fabrics are gaining traction. Brands that transparently communicate their sustainable efforts, use ethically sourced materials and showcase a commitment to the environment can capture the attention of these eco-conscious consumers. The focus here isn’t just on the product but the entire brand ethos and its alignment with eco-friendly values.
Hair accessories aren’t just about adornment; they’re about identity, culture, and a statement of self. From brides to braids, from men with flowing locks to spirited young girls, the market is vast and varied. For brands, the key is to recognize these diverse needs and do what they can to be seen by their audience.