Customer Profile by Cally Lam

CUSTOMER PROFILE Cally Lam 1005312 BA (Hons) Fashion Management and Marketing EFMM6003 Major Project and Career Planning 2013

CONTENTS

DEMOGRAPHICS 4-7 MARKETING TYPOLOGY 8 - 13 CONSUMER TYPOLOGY 14 - 17 BIBLIOGRAPHY 18 - 24

DEMOGRAPHICS

KEY POINTS OF THE 15 - 34 YEAR OLDS Fashion remains the first spending priority despite the economic climate lending the market a degree of resiliency. However growth has been limited, as women rein in their expenditure in the current era of austerity. (Women’s Fashion Lifestyles – UK – May 2012) The youth population in the UK is set to diminish over the next five years, the number of under-25s projected to fall between 2011 and 2016, with 15-19s experiencing the sharpest decline. (Mintel, Youth Fashion - UK - December 2011) Youth unemployment - the number of 16-24s out of work is breaching the 1 million mark reducing the spending potential of this age group. (Mintel, Youth Fashion - UK December 2011) Six in ten women prefer to shop at familiar and trusted stores, with under-25s and ABs emerging as the most store-loyal customers. (Mintel, Women’s Fashion Lifestyles - UK - May 2012)

DEMOGRAPHICS

MARKETING TYPOLOGY

CONSUMER GENERATIONS Another form of demographic segmentation is to classify consumers by generation. This considers•

Political, economic, social and cultural situations.

Looking into specific time periods when a consumer comes of age plays an important part of how their opinions and attitudes on fashion, style, consumerism, branding, advertising and technology. Generation traits can also impact the way consumers shop, how they spend their money, types of items purchased and loyalty to brands. French Connections consumers fall in between Generation X and Y depending on their age as previously mentioned the age range that their consumer tends to fall into is between the ranges of 18 – 35 years. Taking influence from Generation Y the marketing typology ‘Social Savvy Shopper’ was born and has progressed from the millennial generation. Young people are becoming increasingly brand-savvy and will remain loyal to the brands they feel drawn to and valued by. Social networking apps Facebook and Twitter are also among the most popular as the best way of staying in touch with friends and finding out what is going on. In the past year Twitter has become increasingly popular, although not at the expense of Facebook, noted the research, indicating that use of social networking sites overall has increased.

Born - 1961 - 1981 Age Range - 29 - 49

entrepreneurial

disaffection GENERATION

GENERATION X

independent 10

self sufficient

successful urban professionals yupsters affected by divorce, aids, job insecurity shaped by thatcher and reagan years slackers LOST GENERATION business minded childless

MARKETING TYPOLOGY

GENERATION Y Born - 1982 - 2O02 Age Range - 8 - 28

INSECURE

IPOD GENERATION

TECHNOLOGICAL OVER TAXED

DEBT RIDDEN

OVER ACHIEVE SUCCEED ECHO BOOMERS MILLENNIAL GENERATION PRESSURE FROM PARENTS CHILDREN OF GEN JONES GLOBALLY CONNECTED PRESSURIsED MARKETING SAVVY

Get social or

MARKETING TYPOLOGY

get forgotten Born and raised with technology and brands Strives for success Socialises and communicates through social media Updates their life through Facebook, Twitter and Instagram Remains loyal to particular stores Dedicated follower to fashion Easily influenced by brands and celebrity culture

CONSUMER TYPOLOGY

CONSUMER PROFILING This data can offer you more insight into your customers and to help you identify and gain a deeper understanding of your target market. Customer profiling, coupled with marketing analytics, provides key customer insight that can help and better allocate sales and budgets to increase ROI. Savvy marketers use customer profiling to understand their best customers. Who are they? What do they have in common? Itâ&#x20AC;&#x2122;s equally important to understand the external market context they fit into. Knowing how to harness the power of critical customer data can be the difference between an unsuccessful sales and marketing strategy and significant ROI.

20 â&#x20AC;&#x201C; 29 years old Earns less that ÂŁ20,000 Still living at home Shops at Topshop, River Island and Zara Prefers to shop at familiar trusted brands Big spending potential Invests in fewer items of superior quality 16

CONSUMER TYPOLOGY

BIBLIOGRAPHY

BIBLIOGRAPHY A About.com (2012), Generation X [online], http://legalcareers.about.com/ od/practicetips/a/GenerationX.html (Accessed on 20.02.13) About.com (2012), What is Generation X [online], http://seniorliving. about.com/od/babyboomers/a/what-is-generation-x.htm (Accessed on 20.02.13) About.com (2012), Generation Y [online], http://legalcareers.about.com/ od/practicetips/a/GenerationY.htm (Accessed on 20.02.13) About.com (2012), Learn about Generation Y characteristics [online], http://video.about.com/legalcareers/Gen-Y-Characteristics.htm (Accessed on 20.02.13) M Marketingdonut.com (2013), Understanding your customers http://www. marketingdonut.co.uk/marketing/customer-care/understanding-yourcustomers (Accessed on 21.02.13) Mintel, (2012), Clothing Retailing – UK – October 2012. http://academic. mintel.com/display/590374/?highlight=true (Accessed on 18.02.13) Mintel, (2012), Clothing Retailing – UK – October 2011. http://academic. mintel.com/display/545205/ (Accessed on 18.2.13) Mintel, (2012), Women’s Fashion Lifestyles – UK May 2012. http:// academic.mintel.com/display/623528/?highlight=true#hit1 (Accessed on 18.02.13) Mintel, (2012), Youth Fashion – UK December 2011. http://academic. mintel.com/display/604853/?highlight=true (Accessed on 18.02.13) S Stephey, M. (2008), Gen-X the ignored generation [online], http://www. time.com/time/arts/article/0,8599,1731528,00.html (Accessed on 20.02.13)

IMAGE ILLUSTRATIONS

Page 6 â&#x20AC;&#x201C; 7 Figure 1. Unknown. (2013), Street shot [online image] http://stylelikeadrug. tumblr.com/post/34707606906 (Accessed on 23.02.13) Figure 2. Unknown. (2013), Karolina Mrozkova [online image] http://www. tumblr.com/tagged/karolina%20mrozkova (Accessed on 23.02.13) Figure 3. Unknown. (2013), Street shot [online image] https://www. facebook.com/pages/Ladieswallcom/241052259564 (Accessed on 23.02.13) Figure 4. Unknown. (2013), Ukraine street style [online image] http://www. inspirare.com/home/2013/03/5-minutes-with-inspirare-adrienne-glenn/ (Accessed on 23.02.13) Figure 5. Unknown. (2013), Street style made in shade [online image] http://blog.needsupply.com/2013/02/28/street-style-made-in-theshade/ (Accessed on 23.02.13) Figure 6. Unknown. (2011), Street style Constance Jablonski [online image] http://www.fashioneditorials.com/model-street-style-constancejablonski/04/2011 (Accessed on 23.02.13)

Page 12 â&#x20AC;&#x201C; 13 Figure 7. Unknown. (2012) Starbucks [online image] http://web.stagram. com/location/89733 (Accessed on 23.02.13) Figure 8. Unknown. (2012) Burberry Prorsum invite [online image] http:// www.luxe-en-france.com/2012/09/16/17-septembre-le-defile-burberryprorsum-pe-2013/ (Accessed on 23.03.13) Figure 9. Unknown. (2012) Fashion magazines [online image] http:// brittwarner.tumblr.com/post/37674756514/i-have-been-entrusted-witha-vast-collection-of (Accessed on 23.03.13) Figure 10. Unknown. (2013) Mango time [online image] http:// minkpinkblog.blogspot.co.uk/2013/02/mango-time.html (Accessed on 23.03.13) Figure 11. Unknown. (2012) Instagram magnets[online image] http:// www.clothic.com/blog/turn-your-instagrams-into-magnets-withstickygra.html (Accessed on 23.03.13) Figure 12. Unknown. (2013) White iphone [online image] http:// jatnnamichelb.tumblr.com/ (Accessed on 23.03.13) Figure 13. Unknown. (2012) London City [online image] http://www. tumblr.com/tagged/london%20city?before=1353721578, (Accessed on 23.03.13)

Figure 14. Unknown. (2012) Shopping Bags [online image] http://3. bp.blogspot.com/-cpZkZXUZND0/TueRlhVBonI/AAAAAAAAB_s/ z2v6CeEIGYk/s1600/tumblr_luokqkDklJ1qb1c8uo1_500_large.jpg (Accessed on 23.03.13) Figure 15. Unknown. (2012) Fur and sequins [online image] http:// weheartit.com/from/beccys-fashion-blog.tumblr.com (Accessed on 23.03.13) Figure 16. Unknown. (2012) Mac book Pro [online image] http://veera. blogg.no/1355227413_thinkpad__macbook_pro.html (Accessed on 23.03.13)

Page 16 â&#x20AC;&#x201C; 17 Figure 17. Unknown. (2013), Street shot [online image] http:// stylelikeadrug.tumblr.com/post/34707606906 (Accessed on 23.02.13) Figure 18. Unknown. (2013), Starbucks coffee [online image] http:// foodio54.com (Accessed on 23.02.13) Figure 19. Unknown. (2013), Boots [online image] http://noette.tumblr. com/ (Accessed on 23.02.13) Figure 20. Unknown. (2013), iPad iOS6 [online image] http://www.she4. net/hia2547.html (Accessed on 23.02.13)

Figure 21. Unknown. (2013), Sequin dresses [online image] http:// hayleyistcb.tumblr.com/ (Accessed on 23.02.13) Figure 22. Unknown. (2013), Dressing table [online image] http://lasugu. blogspot.co.uk// (Accessed on 23.02.13) Figure 23. Unknown. (2013), Jewellery inspiration [online image] http:// madleiine.wordpress.com/ (Accessed on 23.02.13) Figure 24. Unknown. (2013), Books and skull [online image] http:// staygoldcjr.tumblr.com/ (Accessed on 23.02.13) Figure 25. Unknown. (2013), Chanel perfume[online image] http:// worshipapparel.tumblr.com/page/3 (Accessed on 23.02.13) Figure 26. Unknown. (2013), Zara packaging [online image http:// barbarapalvini.tumblr.com/ (Accessed on 23.02.13)