Target markets: creating a customer profile

 This week we talked about demographics in class. As well, we were divided into breakout rooms to create a fictional customer profile based on our partners. Here is mine, based on Jean's replies:

Creating a Customer Profile: Jean

1. Age: 18

2. Gender: female

3. Marital Status: single

4. Location: Leicester

5. Occupation: full time student

6. Annual Income: As you are students this is more difficult to quantify as some of you will have extensive help from parents and some of you may work and have very little spare income. So you may prefer to ask the average amount each week to spend on non-essential items. no stable income, spends 100 pound a month. increased last month to 200 bc of clothes and materials

7. Education: higher education, university, undergraduate student, full time

8. Behaviour - Where does your partner usually shop? (online/high street), what does your partner spend their money on? (Games, fashion, only essential items etc) Do they shop often or infrequently? Do they browse and investigate first or impulse buy?lately, amazon bc of convenience, small business in the street as well. spends money on clothes, essential items, animation figurines, merch products, materials for class projects. Essential items often, every 2 weeks. clothes every few months, merch not often, special occasions

9.  

10. What goals/wants do they have when shopping? Fulfill needs with the essential shopping. Discover new products to find the ones she likes the most. To further her collection with her favourite characters. 

11. What are the pain points? I.e. what prevents or puts off your partner from purchasing? High prices, expensive shipping fees, quality of products and its designs. 

12. What are their motivations? (look at the example above) vouchers/offers/sales? Personalisation of experience? Savings? Offers and sales, lower prices

13. What devices does your partner use? laptop and phone, online webs and apps

14. What key strategies would you employ to entice your partner to buy? Low prices, personalised promotions, sales buy 2 get 1 free.

As well, and this time focusing on my collection, I created another customer profile. I based my responses on three things. The first source is the Sociographics graph "we are social" by Stefano Maggi on my teacher's document "Target markets":

The second source is my collection and its concept. Lastly, I inspired myself on Iris van Herpen's Visionary Art collection lookbook to refine my answers, since she is a great source of inspiration for my project and I will be conducting further research on her.

Here is the graphic piece I created:

In conclusion, my customer profile is women from 20 to 35 in the high economic class that live in big cities. These women are involved in artistic fields and need my designs for their events that are marked by a blend of elegance, luxury and avant-garde. These women are strong, independent, and not afraid to take risks with their outfits.

References

Ferreira, B., 2021. Iris van Herpen: Visionary Art. 1st ed. [ebook] Available at: <https://issuu.com/barbaraferreira912/docs/interactive> [Accessed 14 May 2021].

Maggi, S., n.d. Sociographics graph. [image].