The audience/ customer group of Skechers shoes is between the age group 12-24, the "youthful age". People who want to feel young and cool buy skechers. These are shoes that look stylish and unique, and are comfortable. They advertise through magazines, which according to O'Connor, have longer shelf lives. They pass the information down to more people. They also use/hire celebrities to help them advertise. This is a psychological advertisement because many people want to wear what celebrities wear. The Skechers company kept inventing innovative shoe styles, such as the roller blades, leather boots, and suede sneakers. However, their most important target it to create permanent customers and customer loyalty. Skechers is known for their comfortable soles, so customers who bought their shoes once would come back and get more. The company has many stores from New York to LA, mostly in cities and urban areas where there are more people and shopping and advertisement are big things. I have a high utility for sunglasses. I love sunglasses and I have many types of them, aviators, Ray
Bans... etc. They're very stylish and useful during the summer when you can't open your eyes under the sun. On the other hand, I don't have a high utility for smart phones (at least for now). I'm satisfied with my blackberry-looking phone which is neon green. I don't really see the point of having it because I already have an iPod touch, but smart phones seem to have a high utility for other people.
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