Madewell and Free People face similar competition in many ways, yet both companies have their separate challenges when facing today’s consumerist society. Due to the fact that Free People caters to a more bohemian audience, their competition differs from Madewell, whose target market includes more of a clean, simplistic type of woman. Not only do the demographics differentiate the competition between the two brands, but the psychographics play a large part as well. Madewell is directed at an older audience than Free People. Free People’s target market is a 26 year old girl who is adventurous, loves to travel, and be girly with a tom boy side. Madewell can range well into the late 50’s of a woman’s life and caters to a woman who is in the working class, living in the city or suburbs and who has a much more classic style and less free flowing. There are both similarities and differences in the intratype and intertype of competition between the two companies, which is prominent in the evidence that follows.