The target customer of Prodigal Sun Clothing will be Men between the ages of 21-45 with and athletic build and an edgy sense of style. This customer will be interested in high end fashion with a slight need to be different. A key attribute for this customer will be grit and edge and a slight "bad boy" image as Prodigal Sun will portray a vintage style made with luxury qualities. Prodigal Sun will display many biker, rocker, hip hop influences, therefore this brand will really resonate with entertainers and athletes which will be a major target of Prodigal Sun. The pricing for Prodigal Sun will be on the low end of high end designer fashion. They are focused on delivering "Affordable Luxury" without sacrificing quality or design.