OUGD505: Study Task 1.

Next I went on to look at the main customers/ target audience of yankee candle. The yankee candle customers are much like a small, or rather large community. I found this by visiting both the Facebook page and a Yankee candle distributor. 

When I visited an independently ran Yankee candle store on two occasions (purchasing a large jar candle and some car/ small space scents) when approaching the till point I am instantly drawn into conversation by the sales assistant, who has upmost knowledge on the scents which I am purchasing, and then asks me, which scents am I already burning. (Luckily I've visited yankee and purchased a couple of candles before and so I was able to rattle a couple of names off of the top of my head). This makes me feel as though, especially in small UK distributors that Yankee customers are very loyal, and therefore do not just visit the store once, but frequently return to update their collections and therefore create some kind of rapor with the sales assistants.

I also went to look at the official Yankee candle facebook page where I found that the most frequent people to post on the page were women. Many who liked to share images of their collections, and give opinions on their favourite candles/scents. 

It has ressured me by viewing the Facebook page that the main followers and purchasers of yankee candle are female. I also found the the larger number of these females seem to be within the 30-50 year old age group. This seems sensible as although Yankee candle are known for their great quality, it is also well know that these candles carry a moderate price tag, and are able to be bought more frequently by those who have steady jobs etc, and ability to spend £50 on a few candles. 

However I was also able to see below that Yankee candle do not dismiss other audiences and also try to target some fragrances towards men. However the advertisement is seemingly aimed at women with the use of nouns 'Dad' and 'Boyfriend'.

Yankee did try to further create a solution to this by employing a range of fragrances in which they thought would appeal to men. 

Although these scents may appeal more to men, and touch their humour, It is generally the woman in the house hold who determines such things like scents as she does flowers. And therefore she may disagree to these types of scents. I do however feel like many of the scents sold at yankee candle appeal to both men and women particularly the food and spice scents. 

I also found that by looking at instagram (A social networking platform used by a younger audience) that young adults (18-29) also have a growing love for Yankee candle, with a tag count of around 211,000 (dated 29th jan 2014) 

I did feel that smaller interest from a younger emerging audience could be due to the traditional appeal that the Yankee candle brand breathes. 

I also found that there are two stores in the U.S that offers a variety of Yankee candle events aimed particularly at children and families, however anyone can take part. These particular stores are called 'The Yankee candle village' situated in both South Deerfield MA, and Williamsburg VA.

'Yankee Candle® Village
South Deerfield, MA.

Here at our Village store is where you'll find 400,000 candles in over 200 different famous Yankee scents. It's a unique, entertaining world of New England charm, fairy tale fantasies, and hands-on, interactive candlemaking that's fun for every age.'

'Yankee Candle® Village
Williamsburg, VA.

Here in the heart of Virginia's historic triangle, you'll find a store unlike any other. With over 400,000 candles in more than 200 different famous Yankee scents, you'll discover an entertaining, interactive family adventure at every turn.'

Source

'Check out what's NEW:

• Wax Works
• Dip-Your-Own candles
• Dip-Your-Own wax hands
• Make Your Own jar candle
• Popcornopolis™
• Custom Puzzle-making machine
• Laser Gift Engraving'

Source

Dip your own candles:

Customers are invited to pick any candle from a large selection and dip this into a number of different colour wax in order to create their own custom candle.

Dip your own wax hands:

Customers are invited to make moulds of their own hands in any gesture they wish, plunging them into a combination of white wax, cold water and coloured wax in order to create a personalised souvenir.

Make your own jar candle:

Customers can visit the jar candle station, in which they can go to a number of different pumps, all filled with a different wax to create a custom designed candle.