CONSUMER

TARGET CONSUMER

From the very start of this journey it has been crucial to consider my target consumer. The target consumer for my final major project is Generation Alpha. Generation Alpha represent the future and provide an insight into the next decade. Although we don’t know a great amount about this generation yet we do know that they are linked to their millennial parents. Generation alpha are seen to be influenced by millennials and their brand loyalties, however they also have their own goals and values. It is expected that generation alpha will have brand loyalties, passed down from their parent’s beloved brands. Generation alpha’s already stand out from Gen Z in their worldliness and brand awareness. Generation Alpha are unapologetically themselves, disregarding gender stereotypes and cultural norms but still considering how others see them in their online presence.

CONSUMER PROFILE

My target consumer for my social media campaign is a girl named Tilly who is 12 years old, born in 2010. Tilly is one of the first individuals of Generation Alpha and will be entering her teenage years in the next few years making her the key demographic age for my brand. Tilly comes from a diverse family in terms of race, ethnicity, structure and finances. Growing up Tilly has been taught the importance of acceptance, equality and what is morally right.

When Tilly reaches her teenage years she will start to become more interested in expressing her own style and understanding social matters such as diversity and women empowerment. As a Generation Alpha individual, diversity and acceptance is embedded within her generation and influences. As an Alpha, Tilly is unapologetically herself, disregarding gender stereotypes and cultural norms but still considering how others see herself in her online presence. Mia has a high level of digital skills due to being brought up in the prime of the digital age. Since a little girl, Tilly has been surrounded by technology and has access to social media at her fingertips.

As Tilly reaches her teenage years, as well as spending time with friends she also loves spending time on social media platforms such as Instagram and TikTok. Tilly loves staying up to date with the latest trends and what’s popular at the time. Tilly has gained a strong passion for fashion, and has been able to express herself through how she dresses. Through influencers she follows on Instagram and her own style changing she has been more and more interested in streetwear. As the industry of influencers increases Generation Alpha are more motivated to buy clothing they are promoting. Tilly will be more inclined to buy luxury pieces of streetwear clothing. However in her teenage years she only has a part time job doesn’t earn enough for the top end luxury brands. Tilly wants to have material items of clothing which suit her style and shops from the accessible luxury market.