Dissertation: Supporting Customer Profile compilation

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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)

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)

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)

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)

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)


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