REISS CUSTOMER PROFILE
04 Demographics 05 Geographics 06 Lifestyle 08 Personality 10 Psychographic 11 Usage 13 Bibliography 14 References Editor in Chief
Jennifer Leigh Shipley “THE REISS CUSTOMER LOOKS FOR
ORIGINAL AND DIRECTIONAL DESIGN WITH STRONG FOCUS ON QUALITY AND DETAIL. THEY EXPECT IMPECCABLE SERVICE ACROSS ALL CHANNELS” (ANON, 2016).
I have created a customer profile booklet to develop an understanding of the high street brand Reiss. Reiss prides itself on delivering quality, design-led womenswear, menswear and accessories. I have designed 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, Psychographics and Usage. GN I NI .)61 B GN MO 02 ,N IK C O R OW NAM NA( DR NR ”YR E U A H DO XU Y M L R UX EH HT I U L“ T RO W N O E F D IVO SE ITC H N R P S TOL UF S IER C
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03 Customer Characteristics
INTRODUCTION
CUSTOMER CHARACTERISTICS
DEMOGRAPHICS
Through analysing my primary research, I have found that Reiss’s customers are aged between 18-55 years. My results showed me that the most popular age group that made purchases both in store and online were 45-55 years who had a higher disposable income. In 2000, Reiss started out as a menswear brand that specialised in men's tailoring (Reiss, 2011). 63.4% of the customers in my survey were male, married and self-employed; earning an annual salary of up to £69,000. Many of these men worked in areas such as business, trading or retail, opting for a simple and conservative style.
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SCIHPARGOEG
The geographic part of my survey indicated that Reiss customers live and work in cities, related to business, trading and retail, for example, Frankfurt, London and Hong Kong. Their customers are from a variety of climates because Reiss have stores globally, covering all regions. Reiss
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ELYTS EFIL
Reiss customers lead a demanding, structured and busy lifestyle, with very minimal spare time. They often choose to make their purchases online due to their time restraints. Their jobs demand a professional and tailored appearance, which influences them to choose Reiss’s classic and high-quality clothes. The Reiss customer keeps up to date with the latest trends through the Reiss iPhone App; allowing them to browse and purchase products at their convenience. Reiss | 06
PERSONALITY The personality traits I found through observation, mystery shopping and research, were that Reiss customers are ambitious, intelligent and selfassured. There often career focused, price conscious and fashion followers; who desire high quality over economy. Reiss | 08
PRIMARY RESEARCH
PSYCHOGRAPHIC Reiss customers are conscious of their health and appearance, finding fulfilment in their career and family life. They prefer to socialise with a small group of friends who they know well. Through interviewing customers in Reiss stores, I discovered that their customers are active by nature. They enjoy biking, walking and travelling. Additionally, they relax by reading, cooking and taking frequent weekends away. Reiss | 10
EGASU
Reiss’s target customers are loyal to the brand and follow the latest trends through social media;96% of Reiss customers said they use Instagram, Twitter and Facebook. Their target customers use exclusive Reiss services such as personal tailoring, a seventeen stage process constructing their uniquely perfect suit. Also, they opt to use the personal shopping service because its saves them time due to their busy schedule. The personal shopping service is a stressfree and enjoyable service for their target customers.
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BIBLIOGRAPHY Anon 2016. Brand. [Accessed 9 March 2016]. Available from: https://www.reiss.com/feature/brand/. Shipley, J. 2016. Reiss Survey. Survey Monkey [online]. [Accessed 9 March 2016]. Available from: https://www.surveymonkey.com/summary/IbgP4fMBL14Z3oZo4F5r5ColWKdqiI66mXN4B8PFX5k_3D. REISS 2011. Reiss journal no. 1. [Accessed 9 March 2016]. Available from: https://issuu.com/reiss/docs/magazine1.Add a little bit of body text Lundberg, B. 2011. REISS brand report. [Accessed 9 March 2016]. Available from: https://issuu.com/bethlundberg/docs/reiss_illustrated_brand_report. Anon n.d. [Accessed 9 March 2016]. Available from: https://uk.pinterest.com/pin/304063412312716597/. Anon 2016. Brand. [Accessed 9 March 2016]. Available from: https://www.reiss.com/feature/brand/. Anon n.d. Diafora. [Accessed 9 March 2016]. Available from: https://uk.pinterest.com/pin/520447300660073411/. Anon n.d. REISS (@reissfashion) • Instagram photos and videos. [Accessed 9 March 2016]. Available from: https://www.instagram.com/reissfashion/. Blog, R. n.d. Renzo piano behind Europe’s tallest building: The Shard London. [Accessed 9 March 2016]. Available from: https://uk.pinterest.com/pin/419468152770535777/. Bloglovin’ n.d. The peak tower 凌霄閣. [Accessed 9 March 2016]. Available from: https://uk.pinterest.com/pin/440578776016257934/. Burberry n.d. Modern Bespoke & madetomeasure menswear services. [Accessed 9 March 2016]. Available from: https://uk.pinterest.com/pin/305611524688005373/. BuzzFeed n.d. This is what it looks like when men are allowed to take 480 days of paternity leave. [Accessed 9 March 2016]. Available from: https://uk.pinterest.com/pin/420664421420771105/. Reiss n.d. Pinterest. [Accessed 9 March 2016]. Available from: https://uk.pinterest.com/search/pins/? q=reiss%20men&rs=typed&0=reiss%7Ctyped&1=men%7Ctyped. UltraLinx n.d. Reiss man autumn/winter 2013 Lookbook | SAMUEL JING. [Accessed 9 March 2016]. Available from: https://uk.pinterest.com/pin/153685406007139589/. Vogue n.d. LC: M and other adventures. [Accessed 9 March 2016]. Available from: https://uk.pinterest.com/pin/265501340506696039/.
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REFERENCES Anon 2016. Brand. [Accessed 9 March 2016]. Available from: https://www.reiss.com/feature/brand/. REISS 2011. Reiss journal no. 1. [Accessed 9 March 2016]. Available from: https://issuu.com/reiss/docs/magazine1.Add a little bit of body text Shipley, J. 2016. Reiss Survey. Survey Monkey [online]. [Accessed 9 March 2016]. Available from: https://www.surveymonkey.com/summary/IbgP4fMBL14Z3oZo4F5r5ColWKdqiI66mXN4B8PFX5k_3D .
IMAGE REFERENCES Anon n.d. [Accessed 9 March 2016]. Available from: https://uk.pinterest.com/pin/304063412312716597/. Anon 2016. Brand. [Accessed 9 March 2016]. Available from: https://www.reiss.com/feature/brand/. Anon n.d. Diafora. [Accessed 9 March 2016]. Available from: https://uk.pinterest.com/pin/520447300660073411/. Anon n.d. REISS (@reissfashion) • Instagram photos and videos. [Accessed 9 March 2016]. Available from: https://www.instagram.com/reissfashion/. Blog, R. n.d. Renzo piano behind Europe’s tallest building: The Shard London. [Accessed 9 March 2016]. Available from: https://uk.pinterest.com/pin/419468152770535777/. Bloglovin’ n.d. The peak tower 凌霄閣. [Accessed 9 March 2016]. Available from: https://uk.pinterest.com/pin/440578776016257934/. Burberry n.d. Modern Bespoke & madetomeasure menswear services. [Accessed 9 March 2016]. Available from: https://uk.pinterest.com/pin/305611524688005373/. BuzzFeed n.d. This is what it looks like when men are allowed to take 480 days of paternity leave. [Accessed 9 March 2016]. Available from: https://uk.pinterest.com/pin/420664421420771105/. Reiss n.d. Pinterest. [Accessed 9 March 2016]. Available from: https://uk.pinterest.com/search/pins/? q=reiss%20men&rs=typed&0=reiss%7Ctyped&1=men%7Ctyped. UltraLinx n.d. Reiss man autumn/winter 2013 Lookbook | SAMUEL JING. [Accessed 9 March 2016]. Available from: https://uk.pinterest.com/pin/153685406007139589/. Vogue n.d. LC: M and other adventures. [Accessed 9 March 2016]. Available from: https://uk.pinterest.com/pin/265501340506696039/.
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