The HMV website has a definite hip hop and appealing theme of white, black and pink. This is consistent with the brand as the retail stores in the high street also depict the same aesthetic and color schemes.
However while the products sold on the web portal range for hip, rock, retro to classical, the target market which actually purchases these products is very diverse while the aesthetics and the set up of the website for the company is very limited, targeting only the young generation with inclination to pop, hip and rock. The promotions that are displayed on the home page are directed at a diverse audience. However the presentation is limited to a certain target market as mentioned above. As a result the company is actually targeting a very limited market through its ecommerce while this market is actually very dynamic in term of what it wants form an online retailer of music.
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