Marketing to the Target Audience It was another day of shopping for clothes, nothing new, in fact I thought I would pick up a few things here and there, look elsewhere and go home. As I was walking through a mall, I came across a store that I thought was cool and casual. I figured that anything interesting enough to catch my attention needed to be thoroughly researched. As soon as I walked in, I found that I could easily start shopping in the store for a few things I needed. Buckle is a clothing store that shares its store selling Lucky Brand clothing. Now many people may disagree about the prices set for clothing, however, in a society where being cool and individualism are valued, Buckle is the place to go. Interested in wanting to see what else the clothing line had to offer, I visited Buckle's website, noting that everything seems to fit in the right place and markets what it's supposed to very well. The clothing line is aimed at young men and women who want to change their old outlets to a more exciting, fun, fashionable and casual store. In the next few pages we will explore what Buckle and Lucky Brand have in store for today's youth and why it is being marketed well. Buckle and Lucky Brand are the manufacturer and distributor of the product. Young, middle class, cool and spontaneous men and women seem to be the main stream of consumers for brands. The website mainly focuses on traditional American patriotism for modern youth. The website, clothes and stores generally emphasize that to be cool you need to buy their merchandise. Luck Brand dungarees are a perfect example of making a statement to dominate the world of quality jeans. The word "dungarees" means a pair of sturdy and durable cotton fabrics made into jeans. The Lucky Brand slogans “Americas Favorite” and “Wear us, be lucky” are written on the dungarees (and on the website). I recently bought two pairs of jeans, on the inside seam of the zippers there is the phrase "Lucky You" and I also found a strip of paper which once again indicates that if the customer wears the jeans, he will be lucky.