VISUAL CUSTOMER PROFILES EFMM 6003 Major Project and Career Planning Elina Gustina 1210352
Athena Woman
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Moder Mother
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Fabulous 50+
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French Connection believes that we won`t be where we are now without people around us – who shops with, follows and enjoys our lifestyle and vision. They are our priority. They make us who we are and make our company better. FC loungewear customer profile divides in three various age and demographic groups- Athena woman, Modern Mother and Fabs 50+. Our new loungewear range is not only multi-functional in design but also with people who wear it. It does not matter the age, demographic, class or occupation. Loungewear is suitable and available for everyone. Customers are part of the brand, they are our inspiration for each collection, help for fashion events and because of them we open new stores. It is our little French Connection family.
Athena Woman
Athena woman Sarah, 26, works in advertising. Her life is based in the heart of London town. She is well educated, successful and cultured young woman. Seeking for adventures, exploring the world – Sarah is curious and ready to experiment with her style, newest restaurants in the town, beauty brands and once a year holiday destinations. Twice a week she goes to hot yoga and keeps herself fit and healthy. It`s a busy lifestyle – work, home, social life, well-being and passion for fashion.
Entertainment - Socially active - Culture events, fashion parties - Eating out
Living - Urban lifestyle - Rented flat - Seek new products, services
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Mobile lifestyle - New technology - On the go (phone, laptop, iPad) - Social media (lifestyle blogs, instagram, facebook)
Wellbeing - Mind body strength - Healthy eating - Active woman
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Fashion - Increased spending power - Combination of high street brands+luxury brands
Explorer - New adventures, experiences - Traveling once,twice a year - Summer festivals
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Moder Mother
Modern Mother Alice is not only a full time mother but also has a full time job as a graphic designer. She lives with her partner just outside the London, works in a branding company and enjoys family life. Alice is redefining the stereotype of parenthood by showing the world that she can be a loving mother and successful, full time worker. Her lifestyle is all about simplicity, home, back to nature, local and hand made. In her family less is more.
Living - Lives in the city - Simplicity - Minimal details
Lifestyle - Homemade, DIY - Green, ethical living - Cooking at home (staying in with family)
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Entertainment - Dinner parties - Social life (dining out, cultural events) - Country side weekends
Professional life - Career oriented - Creative, hard working mum - Technologically aware and digitally connected
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Spare time - Shops on the highstreet (Zara, Mango, H&M) - Values of quality - Time for herself
Back to nature - Eco explorers - Industrial revolution - Sharing economy
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Fabulous 50+
Fabulous 50+ Georgina, 52, based in Guildford. For the last 20 years she has been an owner of a prestigious pup that she still enjoys managing. A part of taking care of her business she enjoys shopping, eating out, going to theatre and travelling. Her favorite place to go is her summer house in Spain where she and her husband go every month. Georgina appreciates new trends and loves to spend money on high quality designs. Always open to new experiences.
Technology - Digitally accessible - Adapted to technological change - Online shopping
Traveling - Summer house in Spain - Exploring new places - Luxury holidays
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Spare time - Open to new experiences - Eating out - Culture events
Lifestyle - Well being, spa - Going out with friends - Spending money on looking young
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Design - Follows fashion trends - Loyalty to high-quality - Heritage and luxury brands
Living - Open to new experiences - Values art and design - Independent style and taste
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