LEMAIRE CUSTOMER PROFILE
STNETNOC
03 Customer Characteristics 04 Demographics 05 Geographics 06 Lifestyle 08 Personality 09 Psychographics 10 Usage 12 Bibliography 13 References Editor in Cheif
LEMAIRE
Jennifer Leigh Shipley
CUSTOMER PROFILE
I have produced a customer profile booklet, to provide you with an understanding of the luxury fashion brand Lemaire; founded by Christophe Lemaire and Sarah-Linh Tran. Lemaire produces womenswear and menswear, influenced by the past and current trends from Paris’s cosmopolitan streets (Anon, 2016).
I have conducted surveys and identified a focus group of customers, who share similar traits and values. I have split my research into subheadings: Demographics, Geographics, Lifestyle, Personality and Usage.
CUSTOMER CHARACTERISTICS
DEMOGRAPHICS Through my primary research, I have discovered that Lemaire’s customers are aged between 18-44, with an almost equal ratio of males and females that shop there. However, the target customer, rating the highest on my survey, is mainly single females; aged between 18-24 years with an annual salary income of £30,000 to £40,000.
Through my survey, I accessed that the target market is working professional’s: mainly working in the fashion industry. They come from a middle-class background, with a university degree which is in a creative discipline. Lemaire attracts customers from the Western and Asian markets because their garments have oriental and European aesthetics. Lemaire | 04
GEOGRAPHICS My research indicates that the target customers live and work in a city and are from a mixture of cold and warmer climates. Lemaire biggest audience is in Paris, where the original boutique is situated. "Lemaire's retailers are located in Europe, Eastern Europe, North America, Asia, Middle East and Australia" (Anon, 2016).
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Lifestyle
The customers who buy Lemaire’s products lead a busy and demanding lifestyle; due to their absence of free time, influencing them to make their purchases online, rather than in store. Their jobs demand a professional appearance, hence their desire to shop with Lemaire. Lemaire’s customers are fashion conscious and have a desire for an elegant yet contemporary style. They choose to invest in fewer items of high quality and expect comfort from their clothes.
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PERSONALITY
The personality traits I have found, through my research, are women who are extroverted, ambitious, creative, intelligent and self-assured. The women who purchase from Lemaire are strivers, innovators and achievers who are career focused. Lemaire’s customers opt to shop online due to their busy schedule and time restraints. They prefer minimalist apparel, where the design of the garment influences their buying decisions.
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PSYCHOGRAPHICS
My survey results identify some similarities and differences in the activities that Lemaire’s customers enjoy. Their thirst for creative influences them to participate in cultural and artistic activities, enjoying the theatre and visiting galleries and museums: alongside, socialising with friends and family and reading their favourite literature. Others enjoy more adventurous activities such as travelling and scuba diving around Asia. All customers have an active interest in fashion and always strive to make a statement. They choose strong Lemaire’s luxury clothing because of it’s strong silhouettes to empathise their authority. Lemaire quotes " Clothes have to make sense with real life" (iFASHION周末画 , 2012) .
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USAGE Lemaire’s target customers purchase their products for as chic workwear which are used on a daily basis for everyday life. Lemaire's customers have a loyal status to the brand because they like to keep up to dates with the latest trends. They choose to use Facebook and Pinterest, as their choice of social media, to follow Lemaire’s most current collections. Lemaire | 10
BIBLIOGRAPHY Anon 2016. Stores. [Accessed 8 March 2016]. Available from: http://www.lemaire.fr/en/stores/. Geoghegan, J. 2014. Hermès artistic director of womenswear exits. [Accessed 8 March 2016]. Available from: http://www.drapersonline.com/news/hermsartisticdirectorofwomenswearexits/5062391.fullarticle. Sanchez, D. 2015. Understated eclecticism at Lemaire. [Accessed 8 March 2016]. Available from: http://www.wgsn.com/blogs/understatedeclecticismatlemaire/. FASHION周末画 2012. INTERVIEW: ‘Be your clothes friends’ Christophe Lemaire. YouTube [online]. [Accessed 8 March 2016]. Available from: https://www.youtube.com/watch?v=pOGfEh1V5Lg.
Anon n.d. [Accessed 8 March 2016]. Available from: https://uk.pinterest.com/pin/363947213611464587/. Anon 2016.Women springsummer 2016. [Accessed 8 March 2016]. Available from: http://www.lemaire.fr/en/collectionsen/women/springsummer2016womenen/. Bloglovin’ n.d. Fashion shows, runway reviews. [Accessed 8 March 2016]. Available from: https://uk.pinterest.com/pin/525443481496427058/. Bloglovin’ n.d. UNIQLO AND LEMAIRE. [Accessed 8 March 2016]. Available from: https://uk.pinterest.com/pin/288723026091743795/. Iconic n.d. Black white collection. [Accessed 8 March 2016]. Available from: https://uk.pinterest.com/pin/379639443567491548/. Marcus, N. n.d. Space. [Accessed 8 March 2016]. Available from: https://uk.pinterest.com/pin/532480355917107211/. SurveyMonkey, J.S. 2016. Survey Monkey. Lemaire Survey [online]. [Accessed 8 March 2016]. Available from: https://www.surveymonkey.com/analyze/myQD0brGw9CCepC_2FEa_2Bxc4NKcX3mM66qcBtmLVEMaHY_3D.
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REFERENCES Anon 2016. Stores. [Accessed 8 March 2016]. Available from: http://www.lemaire.fr/en/stores/. iFASHION周末画 2012. INTERVIEW: ‘Be your clothes friends’ Christophe Lemaire. YouTube [online]. [Accessed 8 March 2016]. Available from: https://www.youtube.com/watch?v=pOGfEh1V5Lg.
IMAGE REFERENCES Anon n.d. [Accessed 8 March 2016]. Available from: https://uk.pinterest.com/pin/363947213611464587/. Anon 2016.Women springsummer 2016. [Accessed 8 March 2016]. Available from: http://www.lemaire.fr/en/collectionsen/women/springsummer2016womenen/. Bloglovin’ n.d. Fashion shows, runway reviews. [Accessed 8 March 2016]. Available from: https://uk.pinterest.com/pin/525443481496427058/. Bloglovin’ n.d. UNIQLO AND LEMAIRE. [Accessed 8 March 2016]. Available from: https://uk.pinterest.com/pin/288723026091743795/. Iconic n.d. Black white collection. [Accessed 8 March 2016]. Available from: https://uk.pinterest.com/pin/379639443567491548/. Marcus, N. n.d. Space. [Accessed 8 March 2016]. Available from: https://uk.pinterest.com/pin/532480355917107211/. SurveyMonkey, J.S. 2016. Survey Monkey. Lemaire Survey [online]. [Accessed 8 March 2016]. Available from: https://www.surveymonkey.com/analyze/myQD0brGw9CCepC_2FEa_2Bxc4NKcX3m M66qcBtmLVEMaHY_3D. Lemaire | 13