Assignment 1, Blog #3 Target Audience, apologies to Marilyn Manson (Narcissus Narcosis)

Finding the Target

The target audience has a proclivity toward a more intelligent profile and also remains culturally and racially sensitive. Our company deals in Canadian apparel, accessories and general clothing. We continue to deal with socially aware and unionized employee manufacturers with whom we can transact in bulk supply, but, more so, clearances and unpackaged “over” sales. Currently, our audience looks, more generally, for t-shirts, hats/caps, raingear, and some pant wear.

We can source through the manufacturer, or other firms, needed embroidery or crests as they need apply on the garments to represent a campaign, group, protest, theme, or other organization as preferred.  To retain smaller customer groups and orders, we can do this in house with iron on or heat press. Protest and issue groups remain specific and adamant about clothing origin and the intention of the themes they wish to promote through such messages.

a colourfully clothed Canadian indigenous person marching in the Toronto Pride Parade with spectators and onlookers on the sidewalk
Indigineous Person in Toronto PRIDE Parade

Indigenous People and Content

Indigenous people of Canada, and specifically in the Bruce Grey area of Ontario, the Saugeen First Nations, are studied and accessed through Statistics Canada, and a monitoring dashboard inclusive of Google Trends and Twitter Moments derived generally in the Politics sub category to examine both local and national trends. More generally, working with constituency groups, environmental groups, works, unions, small companies, etc., There remains ongoing demands for different types of design, material use, their audiences and targets and logo/symbol generation for clients or prospects at hand.

We work closely with the indigenous community for design and content to closely represent and remain inoffensive to both their artists and creative community, and to ensure the most representative product for them with regards to content and production.

hemp and cotton balls shaped like balls of wool for knitting. Coloured Red.
Ecological Fabrics Used for Environmental Textile Use

Environmental Textile

Tweet deck has been brilliant in following trends and issues more specific to Canadian materials and local development of like minded industry. We strive toward the use of Canadian and American cotton only product, next to bamboo, rayon, hemp and Tencel (Lyocell/Modal). The critical nature of the above products is that they will degrade, they will work themselves through the compost process, and they are not made from single use plastics as in plastic pop-soda bottles into polyester shirts.

 Monkey Survey has been very useful to get feedback in design, colour and environmental context when allowed on three websites including college faculty, local PRIDE group, and matching sign and shirt design for a given protest group. The use of Monkey survey had provided a path to be discovered by others.

Canadian flag waving in breeze with blue sky background
Canadian Flag 150th Anniversary Sesquicentennial

 Flag Waving Beginning

The genesis of our organization came from the national celebration of Canada’s 150th Anniversary, in 2016, or as is more fitting, our Sesquicentennial, as the City of Toronto used for such an event a very few years ago. The federal government outsourced 70% of all purchases for the annual celebration over that year, despite the fact was very competitive in the textile, plastic and novelties market, just for such an event. Hence, we were born, or awkwardly hatched as an outfit. In fact, our name became was from given slogans we had employed. Many groups tended toward the use of the term “caucus” as opposed to group meetings or committee meetings. Hence, the name “Swag Caucus” was born.

fast running river overflowing banks
Flooding River

Crisis and Respect

We use Google Trends to cite issues sensitivities to some client and social groups may exist. A brilliant recent example was to send a message of empathy to workers in Ottawa when recent flooding occurred which we discovered through the Canadian Red Cross Society on Google Trends; the nature of emergency, assistance and giving during the crisis. Since, we have worked with Injured Workers Groups locally as a result.

We continue to eek out and utilization every facet available and to give partial or full ownership to products and design where appropriate and where necessary. By nature, we must be very sensitive both culturally and from an issue orientation to both learn from our clients and address them properly as a matter of respect.


Balance, C. (n.d.). Tips for multicultural social media success. Retrieved February 15, 2017, from

Creative Commons;

“IMG_4151” by sdaponte is licensed under CC BY-SA 2.0

“Canadian flag” by Arnoud Boekhoorn is licensed under CC BY-NC-ND 2.0

“RSC_1871” by robert shell is licensed under CC BY-NC 2.0

“Warm weather yarn options” by savannahchik is licensed under CC BY-NC-SA 2.0

Hepp, Andreas, The Cultures of Mediatization, 2013, Polity Press.,

Thompson, Elizabeth, More than 70% of Canada 150 swag made outside the country, Government spent more than $2M on clothing and other Canada Day merchandise made overseas, CBC News · Posted: Jun 30, 2017 5:00 AM ET


Statistics Canada

Tweet Deck canadian clothing

Wolfe, Isobella, Here Are The Six Most Sustainable Vegan Fabrics, 24 Sep 2018  Tencel is primarily an Australian product  it is 50% more absorbent than cotton, its superior moisture-wicking and anti-bacterial properties make it ideal for use in activewear.

Requiring less energy and water than cotton, Tencel is also biodegradable and according to Lenzing, sourced from sustainably managed eucalyptus plantations. Although it does require petrochemicals in the production process, they are used in a closed-loop system meaning the same solvent is recycled time and time again to minimise harmful waste.

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

This site uses Akismet to reduce spam. Learn how your comment data is processed.