Target Market & Insights

Who We Serve:

• Age: 30+ | Gender: All

• Location: SEC region (Mississippi State, Texas A&M, UT, etc.)

• Lifestyle: Socially active, loyal fans, practical yet fashion-conscious

• Values: Comfort, quality, versatility, sustainability, Southern heritage, school pride

Shopping Behavior:

• Peaks: July–November (football season, tailgates, homecomings, holidays)

• Prefers durable, timeless pieces over trends

• Motivated by authenticity, heritage, and U.S.-grown cotton

• Engages with exclusive capsules, alumni stories, and community events

Psychographics:

• Thinkers: Reflective, value-driven, seek sustainable, versatile designs

• Achievers: Goal-oriented, status-conscious, appreciate trusted brands and quality craftsmanship

Regional Lifestyle & Climate:

• Houston and the broader South: hot, humid summers, mild winters, outdoor-focused social life

• Clothing needs: breathable, lightweight, comfortable, and polished for gameday and everyday wear

• Cultural connection: Pride in local history, community, and tradition

Demographics:

• Middle to upper-middle class, college-educated

• Stable careers in education, healthcare, business, professional services

• Values elevated, versatile apparel that aligns with personal identity and lifestyle

Why It Works:
The Madewell x SEC Capsule blends Southern tradition with modern style, U.S.-grown cotton quality, and versatile designs perfect for gameday, tailgates, and beyond.