Read the scenario and answer the questions that follows. Papaya's Vintage, a vintage fashion retailer originating from Melbourne, intends to open one store in Sydney in December 2022. The business selected Newtown for their location in Sydney because of the suburb's hip and bohemian population that includes a diverse range of ages, genders, sexualities, and ethnicities. Vintage fashion refers to those "garments and accessories which are more than twenty years old, which represent a particular fashion era, and which are valued for their uniqueness and authenticity" (McColl et al., 2013, p. 148). Vintage fashion is not only perceived more original but, given that it has been worn previously, is also sustainable and ethical. Questions: Assume that you are hired as a marketing consultant by Papaya's Vintage to formulate a oneyear IMC plan for 2023.

First, identify two (2) target markets for this campaign and briefly profile each segment. You need to justify why you selected these two market segments. You are allowed to use dot points and tables as part of your answer to this question. 8 marks (maximum 300 words).