Target Audience:
This site is for females and males, ages 18-45. The audience is active, mainly outdoors in hot and cold climates. Currently their market is made up of first adopters and maybe some early adopters of their innovation. The males and females going to the site are those that appreciate the in depth scientific description of how the merino wool functions under different climate situations as well as the benefits of the organic material vs. those of synthetic ones. S/he share similarities in: detail orientation, strive for simplicity, belief in the power of nature, luxury status, passion for adventure.
The company recently launched a new part of their site titled: Icebreaker- Junior that includes product lines for ages 1-8 years old. The age range of the target audience stays the same as above but changes a bit in that Icebreaker is targeting specifically targeting parents who have 1 or more children of both sexes. The children do not necessarily have to be active and the clothes may simply be used as a natural/organic way to warm the body of their children. The parents enjoy the peace of mind knowing that the clothes will provide: body temperature regulation, insulation, moisture management, breath-ability, no odor, fire resistant, hight uv protection, and produces warmths when wet.
Usefulness of Content:
Icebreaker was not originally a shopping site and instead a site that provides information about the Icebreaker product lines and how the benefits of the merino ingredient. The website is filled with graphs, images, and copy about how it all works to hopefully convince the consumer to adopt the innovation. If the consumer decides to want to purchase a product they will be directed to dealers online and local locations. Icebreaker promotes their online shopping store as well as their other dealers'. When looking for a local location though, the website provides the address, phone number and website of the company, but do not provide a link to a map though.
Consistency of design:
This site is very consistent in design. The colors are cerulean brown/black with pops of organic colors. The logo is always at the top with the same navigation bar just beside it. Tags are usually are simple and easy to comprehend.
Ease of navigation:
This site is somewhat easy to navigate. The main site focuses the viewers attention on navigations that lead towards learning about the way the product works. At some point the viewer may want to ask: how much? and at that point it is not clear that there is an online store available that answers that question. Overall the navigation is good, they do have to cover a lot of information and they have managed not clutter the site with it. Also, one of my favorite parts is that you don't have to scroll down too much on the Icebreaker site to get the bulk of the information on the page.
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