IntroductionCotton On is a diversified Australian fashion brand that caters to diverse target markets and is committed to introducing trend-setting products into a growing fashion industry. I chose Cotton On as the focus in this case study due to its rapid global expansion and diverse target market. Although this brand caters to specific target markets (as indicated on the chain's brands), it has provided a variety of products that can satisfy the market and perhaps even more. My objective for this investigation is to examine field observations between three stores (locations), which I have analyzed and linked back to the Cotton On brand, in order to expose their target market(s) and compare differentiation between locations using photographs observations to link to my written research. I want to introduce the public's opinions into my research to expose a different perspective towards my findings where my discussion about this brand can bring a solid discussion to my findings. Fashion retailer background As an Australian fashion label and specialist discount store, Cotton On has expanded rapidly, globally over the course of 23 years, with a view to expanding further with its original brands. In the 1980s, Nigel Austin began selling acid wash jackets at local markets. Even though he never made a profit, he decided to make a business out of it. Nigel Austin founded Cotton On in 1991 and opened the first store in Geelong, Victoria, starting to sell women's clothing. Over the years Cotton On has expanded to cater to all types of people across 8 more brands. Cotton On Body contains women's underwear, sleepwear and activewear. Cotton On Kids distributes clothing suitable for children...... middle of paper......my way in terms of coexisting with other brands or products to help customers find items in a fixed choice. In my visual observations and experience, the store is divided into six sections; Kids, Bodysuits, Men's, Women's, Rubi Shoes and Sale, each targeting a specific market. In the center of each section are the sales prices of that category or brand. Even though the aim of the entire store is to cater to different age groups and genders, it appears that the sales sections only contain women's products, so that section would only appeal to women as would the shoe section and the underwear section. However, on Cotton On's website, in the "our vision" section, it says in bold "Our vision is to be the dominant value brand globally", which indicates that their intention is to satisfy all kinds of consumers, but the stores say Otherwise.