What does “I Am Your Target Market” mean?

I Am Your Target Market is about visibility. It’s for those moments when you are staring at a wall of men’s superhero shirts because there aren’t any in the women’s department. It’s for when you can’t find an action figure for your favorite female character. It’s for when you walk into a game store and have to convince the clerk there that you are buying the dice for yourself.

Women do somewhere around 80% of the purchasing in America, and it’s even higher when it comes to purchasing for other people. So, why do retailers, studies, and manufacturers continue to behave like we don’t exist?

I’m not saying things aren’t better than they used to be, but really we shouldn’t have to settle for “better than nothing.”

As an independent t-shirt designer, the lack of female shirts in the world is one of my biggest pet peeves. Buying Geek shirts in female styles is spotty at best, and of course, if you can find them, they are more expensive than their male counterparts.

Now, of course, you know all of this. So why don’t they? Well, a couple of reasons. There is still a general generational misconception that when it comes to certain things, there is girl stuff and boy stuff. The next issue is that, frankly, we let them ignore us.

When we can’t find a women’s shirt we like, we just, without thinking, head over to the men’s department grab an ill-fitting shirt and move on with our lives. The problem is that no one knows. We didn’t tell the store manager. We didn’t decide to purchase elsewhere.  We didn’t even tell the poor kid who rang up our purchase that is corporately obligated to ask us if we found everything we were looking for. We caved, and no one even knows we did.

My favorite response to why places don’t make “girls shirts” is, “But no one ever buys them.” Well, let me tell you, purchasing director. Part of the reason no one buys your women’s shirts is they are terrible. I was at Walmart a couple of months ago. I had some Christmas present exchange money to spend, so I walked around. I saw the wall of men’s superhero shirts, then the wall of boys’ superhero shirts, and even the wall of pink and purple girls’ superhero shirts (why are they all only pink and purple?). But then I got to the women’s department, and I was greeted by maybe four women’s superhero shirts. So, I dug through, and was able to find one Superman shirt in my size, bought it, and decided to wear it to work the next day. So, the next morning, I groggily got dressed at 6:30 am in my dimly lit bathroom and headed to work. It wasn’t until I went to the bathroom at work hours later that I discovered the horrible truth that the shirt I bought was utterly see-through, and my bright blue bra was completely visible.  Like I said, your women’s shirts are awful!

Now think about it, if Think Geek and Her Universe both folded tomorrow, where would you find most of your stuff? So, what can you do about it?

Well, we are fortunate enough to be around in the Social Media Age.  Your voice can be heard.  This is where I Am Your Target Market comes in.

Is the hashtag likely to change the world? No, but it can’t hurt, right? So, what do you do?


  1. Keep buying your cool geeky stuff. When you post a picture on Social—come on you know you will—just use the hashtag #IAMYOURTARGETMARKET and let them know how much you appreciate being treated as a viable market.
  2. When you are looking…use the hashtag to let them know that they missed out on the chance to sell to you. You were there, you wanted to spend money and they dropped the ball!


So lets work together to show them we’re here and worth listening too!

Splat! Went the Purple Dye All Over My Bathroom Floor!

So, last night I dyed my dark brown hair with Splat!’s newest creation “Splat! Midnight Haircolor.” According to the box and all the promotional articles I’ve read, it’s specially formulated for brunettes! No bleaching required. It comes in three colors, Indigo, Amethyst, and Ruby.  Regardless of what the picture on the front of the box shows (which is a gorgeous jewel tone) the chart on the back was fairly accurate for me, dark brown hair means a visible tint inside and shows really nicely in bright sunlight.

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A bit of background: I have dyed my hair maybe half a dozen times, all of them either at home or usually at my friend’s house (never professionally).  I’ve also never bleached it because I love my hair. Up to this point I’ve used Ion from Sally Beauty Supply with varied results. Usually I’ve used some form of red because of jobs that I’ve had that aren’t fond of “unnatural” hair colors. (Except for that one time I tried to dye my hair blue for Comic-Con and it came out a terrible green, which is when I learned that blue and brown don’t mix.) So I was very excited when Spat! released this hair color, and I couldn’t wait to give it a try.

Here we go! My hair had a tiny bit of red left in it from the last time I did my hair, so I don’t know how much that did or did not affect the coloring process this time. This was only my second time coloring my hair all by my lonesome. I can usually wrangle my friend into helping, but she was busy and I’m impatient!



So this hair color was more liquidy then Ion’s, and I liked that very much, it made it much easier to smear all over my hair, and there was plenty to do my hair which isn’t very long but is very thick. As a result I did not have to touch the second bottle I bought (Yay! $8.99 plus tax saved!)  The downside of really liquidly is that it will drip everywhere, so cover EVERYTHING.

As it is “non damaging,” you can leave it in for a while and won’t end up with crispy hair. The box says to leave it in for an hour or longer (The longer the more color). One of the reviews on Target.com said she left it for an hour and a half. Not to be outdone, I left in it in for 2 hours after I finished applying it. (and looked super stylish with that plastic bag on my head) After that, I just washed and conditioned per the directions.

As I perpetrated this madness very late at night, I really didn’t get to see the results till I got up in the morning. And the results? I’m pretty happy. Of course I would have preferred super bright, but I knew realistically you can’t do that without bleach. For what it is and what I didn’t have to do, I think it came out really well. I think if I had my sister’s light brown hair it would have been amazing! I really, really want to try the Indigo, but it seems to be impossible to get a hold of. If I still can’t find blue when this wears off, I’m going to try for the red!

So to recap: For 9 bucks and no bleach I’m really happy.  It applied easily and turned out pretty good.  I would defiantly recommend leaving the dye on for as long as you feel comfortable with.  Will it ever replace my galaxy colored dreams? Nope, but until I’m in a time and place for that to become a reality, this is a very good substitute.

I’ll do a quick update in a couple weeks and let you wonderful people know how it holds up!