Dissertation: Supporting Customer Profile compilation

CHARLOTTE

LYC SEGMENT 6: OPEN TO IDEAS

“They’re enthusiastic, and eager to learn” (LYC, 2017)

SHOPPING BEHAVIOUR

Female 21 years old In a relationship University student Part-time job as a retail assistant Earning from part-time job and student loan (Focus group 1, 2018)

PREFERENCES • Digital savvy • Loves fashion and showing their latest finds on Instagram • Not brand loyal, shop trend rather than brand name • Shopping experience and labels important when buying secondhand • 100% think they need more awareness and education surrounding issues of sustainability in fashion.

(Focus group 1, 2018)

CHALLENGES • • • •

Still in education Limited disposable income Trend driven Delegate responsbility to government and retailers.

• Finds sustainability to be ‘inconvenient and inaccessible” (Focus group 1, 2018)

Usually shops at online and high street retailers.

80% shops both instore and online.

Shops a few times every few months Favorite shops include: Topshop, Newlook, H&M, Missguided 60% impulse, 40% planned purchases Worn under 50% of wardrobe in the past year Bought 30+ items of clothing in the past year Usually dispose of clothing when its “out of trend” by taking to charity stores.

(Focus group 1, 2018)

LYC SEGMENT 6: LOVE SHOPPING • They’re open to change and they simple don’t yet have the skills and the knowlegde to improve their behaviours • Clothes are crucial to their identity.

• They’re social, they’re frequent high street shoppers but they could buy much smarter.

• 42% would like to improve repair skills but 29% still bin their clothes for ease.

(LYC, 2017)

STRATEGIES

• Want to learn how to make clothes last longer, need to inspire and educate them in a fun way • Their behaviour at all stages are currently poor, although it is a result of unthinking naivety rather than cynicism or lack of care • Need to give them clear instructions, simple tips and guidance that cover all basics of buying smarter, care and repair • Messages through social media, financial incentives and influencers can be encouraging.

• Retailers need to provide strong, clear and visual marketing strategies to engage this segment.

(LYC, 2017)

“

Influencers need to stop promoting the “new”. Having celebs repeat outfits would be majorly influential to young girls, seeing role models repeat clothes and making a statement about repeating clothes (Participant D, 2018: focus group 1)

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DEMOGRAPHICS

• • • • • • • •

ANITA

LYC SEGMENT 1: CARING CITIZENS

“They enjoy shopping and clothes are a big part of their identity. Even better, they hate waste, and will always go the extra mile to avoid it” (LYC, 2017)

SHOPPING BEHAVIOUR

Female 20 years old In a relationship University student Part time job as a bartender Earning from part time job and student loan (Focus Group 2, 2018)

PREFERENCES

• Tech savvy and social • Loves being creative and styling one off pieces.

• Prioritises experiences over consumption.

• Willing to buy secondhand • 100% think they need more awareness and education surrounding issues of sustainability in fashion.

• Use of both positive and negative campaigns would have an impact on consumers and educate or create awareness.

(Focus group 2, 2018)

CHALLENGES • Still in education • Limited income to invest in expensive clothing • Would rather ‘invest in better quality’ than ‘recycle cheap clothes often’ • Finds sustainability extra effort.

(Focus group 2, 2018)

LYC SEGMENT 6: LOVE SHOPPING • Ideal segment- they are tech-savvy, so they’re easy to reach, and they’re trusting- so they listen to what we say.

• They LOVE their clothes are want to look after them.

• 80% of them can repair clothes and nearly all of them will put their old clothes to good use.

• 95% go out of their way to unsure their clothes are looked after (caring, laundering, disposal).

(LYC, 2017)

STRATEGIES

• They don’t need to be convinced of the issues, they are already informed of it • They respond well to clear and straightforward messages and although skilled, may lack confidence, so messages reinforcing the impact they can have could be well received • Digitally savvy group and want to make a difference within communities (LYC, 2017)

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I’ve read how to shop smarter and therefore In make a lot of considerations prior to my purchase. Value for money, I actually enjoy this process, I take my time and carefully outweigh costs and benefits.

(Participant G, 2018: focus group 2)

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DEMOGRAPHICS

• Shops after careful consideration of use, conscious of wardrobe and invests in quality timeless pieces • Not brand loyal, however prefer mid and high end retailers over fast fashion.

• Usually shops at online and high street retailers.

• 60% shops both instore and online.

• Favorite shops include: H&M, COS, TKMaxx, Charity stores • 80% planned, 20% impulse purchases • Bought 11-20 items of clothing in the past year • Usually dispose of clothing when its “worn out” or “damaged beyond repair” by taking to charity stores.

(Focus group 2, 2018)

JEMMA

LYC SEGMENT 6: LOVE SHOPPING

“They’re young, they’re fashion obsessed, and they have a voracious appetite for buying clothes” (LYC, 2017)

SHOPPING BEHAVIOUR

Female 18 years old Single College student Part-time job as a babysitter Earning from part-time job and pocket money allowance from parents (College survey, 2018)

• Usually shops at online and high street retailers.

• 80% shops both instore and online.

• Favorite shops include: Pretty little thing, Missguided, ASOS, Urban Outfitters • Shops multiple times a month • 80% impulse, 20% planned purchases • Worn under 50% of wardrobe in the past year • Bought 60+ items of clothing in the past year • Usually dispose of clothing when its “out of trend” or “worn too many times” • Out of 16 participants, 75% stated that they update their wardrobe with changing styles.

(College survey, 2018)

PREFERENCES

LYC SEGMENT 6: LOVE SHOPPING

• Loves technology and media • Loves fashion and wearing the latest trends • Not brand loyal, shop trend rather than brand name • Would rather buy new than secondhand • 100% think they need more awareness and education surrounding issues of sustainability in fashion.

• Would like to learn more about sustainability practices through social media, education and influencers (College survey, 2018)

• As they live busy lives, sustainability effort messages could get lost.

• 81% say its easier to throw old clothes in the bin than to repair them.

• 45% taken clothes to the charity shop.

• They often take the easiest option due to time pressured lifestyle.

• They care but don’t feel like they can make a difference.

(LYC, 2017)

DEMOGRAPHICS

STRATEGIES

• • • •

Still in education Limited disposable income Trend driven Would rather ‘recycle cheap clothes often’ than ‘invest in better quality’ • Finds sustainability to be ‘inconvenient and inaccessible” (College survey, 2018)

“

I tend to buy an outfit for a night out and weekend with the intention to sell it on eBay afterwards. I don’t usually check within my wardrobe to find outfits for occasion, I just go and buy it (Participant H, 2018: focus group 3)

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CHALLENGES

• 94% of participants said they understood the term “sustainable fashion” and were aware of the issues in the fashion industry, however only 31% stated that they shop sustainably.

(College survey, 2018) • Need to educate them to keep their clothes out of the bin.

• Very tech savvy and socially active group, easily accessible and reachable segment.

• Financial incentives and celebrity endorsements can be effective methods of communication.

(LYC, 2017)