Bethany Williams consumer profile

How is Bethany Williams a perceptive designer?

For Bethany Williams, the pandemic has proven why having a social impact as a designer is so important. The 30-yearold — who has worked closely with social initiatives since launching her eponymous brand in 2017 — is once again supporting The Magpie Project, a London-based charity that helps mothers and young children living in temporary accommodation, including those who don’t have access to public funds. “Covid has really highlighted the cracks in the system,” Williams tells Vogue via Zoom, adding that, as with last season, 20 per cent of profits from the collection will go to charity.

Bethany Williams is a perceptive designer because she is constantly aware of what is going on in the world, which is how she finds solutions. It is the guiding principle behind her answer for everything. Having a strong awareness is important as it means that Williams can be ahead of the times by jumping on issues that have yet to be talked about.

Bethany Williams’ consumer base would most likely fit the same age demographic as Heron Preston due to the nature of the brands both being streetwear. However, the consum er base of Bethany Williams would be different in terms of their lifestyle, buying habits, influences etc. In addition, I would consider Bethany Williams as an 80’s inspired, Lon don based, hippyish brand due to the bold use of primary colours, the bagginess of clothing and the eccentric and wacky designs and patterns.

This consumer will be one that cares for the environment and social change, they will continue to buy into the brand due to the emotional and honest connection that was once built. Despite the brand being luxury and the designs being on the pricier side of streetwear, the consumer will contin ue to engage with the brand as a result of the environment being more important than how much the item costs. Beth any Williams is a brand that will draw the future consumer in as a result of the values aligning wiith the demands and expectations of this new consumer.

With reference to social media, Williams communicates with her consumer informing them of the sustainable de sign process and everything the brand does in the commu nity. Instagram is a tool in which the consumer can openly engage with as it’s the cornerstone marketing tool for Beth any Williams in which she can prove to her audience visual ly, about everything they’re doing to be sustainable.

Despite being a Menswear brand, from my perspective, it would also cater to women due to the feminine shape of the flare trousers for example. Furthermore, Bethany Williams will be a brand that doesn’t market to a specific gender in the future, clothing will be genderless giving the emerging consumer more of a reason to buy into the brand.