TARGET MARKET PROFILE
Name – Eve
Anderson
Demographics/Additional
information of my average customer
Age range: 35
Gender: female
Location: London, St James Park
Level of
education: Law degree, Studied in
Westminster University
Occupations: Lawyer
Income
level: £90,000
Family
structure: Single (Looking for a
man)
Other: Early
Adopter
Lifestyles & Hobbies
· Goes to the gym
· Has a healthy eating pattern doesn’t
eat junk food
· Drinks occasionally
· Heavy smoker
· She goes to charity functions/diners
to meet other likeminded people
· She likes to smell good she always
buys Chanel products
· She reads quite a lot of books and
also reads magazines such as Vogue for the pictures rather than the articles
· Love to swim after work to chill out
· Charity events
Morals & Values
· She perceives herself as a strong
independent attractive woman but only because her job makes her like that
· She is very dedicated to find a man
and so she has to keep her appearance up
· Her attitude is kind but straight to
the point; she is a no nonsense kind of person
· She is an atheist
· She has a strong belief in humanity; she thinks everyone
should be treated equally that’s why she went into law
· She doesn’t understand why people
have beliefs if not sure
· She is always questioning people
· Her ideal future she has in mind will
be that she hopefully meets someone before she is 40, the sooner the better;
she has always wanted to have someone to love as she has spent so much of her
life studying for her career; she wants to settle down and have a family.
· She has doubts in her mind, she
worries if she doesn’t find anyone it will change her whole life, will she give
up on love, will she give up on having a family, will she continue with law
until retirement
Pain Points
· Knowing that she is using her fashion
sense as a weapon to meet main is her main issue
· As she has such a slim body it will
work really well to create tight, quality, fitted professional garments with a
hint of detail; using lots of silk for blouses, using reds and bold colours;
mixed with the dark conservative colours.
The use of lace is good as it is very feminine, very vogue and can be
very thought provoking
· Looking at the problems in the
present for example if she found a man and had children her whole fashion sense
would be affected. She couldn’t wear
exotic garments that she was used to; she would need to spend a whole lot of
money on a new more practical wardrobe to suit her new life.
Shopping Habits
· Over time she has learnt not to pop
in to shops for a quick buy; she has bought things quickly that may not fit
· She has learnt to schedule her
shopping time so that maybe twice a week she will shop
· She will always take advice off the
designer
· She would spend quite a lot of money
between £50-£200 at each shopping trip
· The main items that she would buy
would be bags, boat neck sleeveless dresses, she doesn’t feel she wants to be
totally designer but likes the influences of the likes of Christian Dior where
the waists are very over exaggerated; she would like to see suits in my shop with
a similar effect; a traditional conservative fitted suit
· She would browse on line and be
constantly browsing on her IPhone; she will screen shot and save products she
will want to buy
Other important information
· The only way to get information to
develop your garments in the shop is to collect information from your clients
as to what they would always want not just what they want right now.
· Building a good relationship with a
client is very important; building a trust; meeting up with them. As a customer having someone in the fashion
industry that you can really connect with over a bottle of wine helps to develop your customer base
· Always keeping ahead not just of
trends, what’s in and what’s not, but also keeping up to date with your
existing clients and what they want will definitely keep a flow and will
develop your ideas and career.
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