Ader Error is a South Korean streetwear brand, a new type of brand, very forward thinking, creative and social media driven they are engaged with the modern, young consumer (Gen z). They encorporate fashion, technology and everyday life to create clothing and content to capture their unique take on the ordinary. They have 3 different instagram accounts where they share content, with no posts/ paid endorsments from celebrities opr influencers they rely on their own social media content and the quality product to speak for itself. This adds to the exclusive feel of the brand and makes it more aspirational.
Target consumer: Ader Errors target consumer is a Gen Z student, studying a creative course at university in London, they’d rather spend their student loan on investment fashion pieces over food. They are tech savvy and social media fluent, regularly discovering and creating artistic/instagrammable content, as they are fashion forward and image conscious individuals. They are fairly introverted individuals yet not scared to be slightly bold and disruptive with outfit choices. They eat pot noodles at 2am as they’re still up roaming the internet.
Lauren Tomlin 