Assignment 1
Customer Profile •
To produce three customer profiles through visual communications that represent the core customer’ demographics, psychographics and behaviour characteristics of consumer behaviours.
Phoebe Merriman
PLAN
Through careful familarisation of the assignment brief I have established three different brands that I will use to create three separate customer profiles. The three brands I have chosen, are in line with the brief, which highlights the need to cover all 3 hierarchies of the fashion market level. British designer, Paul Smith is my first chosen brand, and falls into the luxury fashion market level. The British brand has a rich history, and prides itself on creating good quality, well made products both for men and women in the UK and internationally. My research will allow me to analyse and create a consumer profile with evidence to support exactly who Paul Smith’s target market are. I have chosen Paul Smith, because of its accessibility to the Leeds store were I can carry out primary research. Secondly I have chosen the Spanish brand, Zara, which takes catwalk inspired designs and creates a look at affordable prices. Zara is placed in the middle market within the fashion market level and is an appropriate brand to choose to create a consumer profile. Finally, for my value fashion brand I will be choosing the supermarket fashion label George at ASDA. Very affordable prices places George as a ‘fast fashion’ brand, targeting a consumer on the other end of the scale to Paul Smith. It is vital that I work to a tight time plan, in order to collect all necessary data and create my finished profiles. I will conduct several types of research in order to effectively understand the target customer of all 3 brands. I will use the web, books, journals, images and magazines to collect secondary research and discover what the target market for all 3 brands is. However, I believe the most successful, non-biased and accurate method in collecting data to create the consumer profiles will be primary research. This will include visiting all 3 stores, using observational methods to observe customers and their demographic. In addition to this I will perform questionnaires with customers in-store and staff to find out who their customers are and what they are like, as well as collecting images. I have decided to create 1 A4 customer profile booklet with a cohesive theme for all 3 brands. The booklet content will include an introduction for each brand, brand ethos and aspirations. In addition to individual consumer profiles, I will use images to create lifestyle mood boards within the booklet, to visually communicate the consumer profile to the reader. The images will build up a lifestyle profile of the target market, from fashion style, to hobbies, holiday locations, restaurants and cars. I have decided to create the booklet using Adobe Illustrator, an ideal programme to create the booklet/catalogue style. Using a mixture of images, mood boards, magazine style format text and spacing will enhance the professionalism and overall creativity of the assignment.
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