Customer Profiles Rebecca Shepherd Figure 1
CONTENTS Introduction......1 Louis Vuitton......2-7 French Connection......8-12 ASOS......13-20 Reference List......21-24 Appendix.....25
INTRO
This booklet will examine the customer profiles of three stores I have chosen to analyse. The stores vary in terms of design of clothing and accessories, brand level and whom they expect there target market to be. Ranges of methods
have been used to collect the data about the stores allowing for an accurate and
in-depth analysis of their customers. Both primary and secondary research has allowed me to come to certain conclusion.
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Fig 4 Fig 6 Fig 5
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LOUIS VUITTON Louis Vuitton ‘s contribution to fashion has been recognised as one of the world’s most luxurious fashion houses since the 19th Century and continues to be seen as a luxury brand.
Fig 7
This study attempts to make critical analysis of the brand that has been shaped, and give
To collect research for Louis
an insight as to who is shopping
Vuitton’s customers I felt it
at the store. For many years the
necessary to collect primary
advertising campaigns have
research from the store
represented a certain look and
consisting of interviews. I
demographic of whom they
considered this more necessary
expect to purchase their goods.
than carrying out an online
However and in-depth analysis
survey, as not many people I
will uncover the clientele basis
knew had actually bought
of the store.
anything from the store.
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DEMOGRAPHICS
To begin with, the discussion focused on the age of consumer highlighting that unlike what would be assumed to be Louis Vuitton’s main demographic it consisted of much larger age range from fifteen years old up to eighty. However it is typically women who shop there more. This is interesting in terms of source of income as it was highlighted that the types of purchases also varied with the age. Louis Vuitton’s price range allows for younger, most commonly teenage girls to save up their money to make purchases. Also,
parents may make purchases for their child as gifts, and finally purchases made for personal use. This highlights that the store encourages a various demographic to make purchases. Interestingly this is not portrayed in their advertising campaigns.
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PSYCHOGRAPHICS
It appeals to an array of psychographics. In terms of personal hobbies and enjoyments. Typically most people purchase goods from LV to achieve a fashionable, on trend look and have goods they
assume may bring them social status. They may not necessarily follow fashion seasonally but are fashion conscious and buy items they Fig 8
think will look on trend.
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BEHAVIOURISTICS The stores ability to change collections annually and provides a reason for continual buyers to repurchase goods. For example a bag that may have been in fashion one year may have been replaced meaning a fashion conscious buyer will continue to purchase with the desire to remain on trend.
GEOGRAPHICS Louis Vuitton’s various stores will offer different products on sale, as this will be a representation of the demand in that area. The shop I went to in Leeds was an accessories shop suggesting that’s is what most people intend to buy. The recent ‘Ready to wear’ collection was not available. After speaking to a customer regarding the benefits of shopping there she highlighted quality as a key characteristic of the products and that she sees them as “trendy”. In terms of their customers buying from here over competitors it became clear that the appearance of the product and the awareness of who the creator was is very important to them. 6
LOUIS VUITTON CUSTOMER PROFILE
Name: Cara Russel Age: 19 Gender: Female Occupation: 1st Year student at Leeds university Interests: Going to the gym, socialising with friends and speaking Spanish. Describe your style: Fashion conscious, quite classic. How often do you shop at Louis Vuitton: I have been twice to Louis Fig 9
Vuitton and bought bags with birthday money. Why do you shop at the brand?: I think the design is classic, well recognised and they are stylish. Where else do you shop?: Topshop, ASOS and Zara.
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Fig 11 Fig 13
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FRENCH CONNECTION
To collect the data from French Connection, I again deemed it necessary to go into the store. As I had never shopped at French Connection before I had no idea what to expect of their customer basis. This is also helped to build a report that would be free from bias. My only awareness of the store that it was high street with a high price range, therefore not necessary appealing to the top end of the market however also not students.
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DEMOGRAPHICS After speaking with the staff at FCUK the typical female buyer is over 30 years of age. They are most often women who have secured a well paying job to be able to frequently afford to buy their everyday clothing from there. This is not necessarily
what the stores advertising focuses on suggesting they are reaching out to a younger woman who is able to spend more money than those who perhaps shop at stores like Zara where the pricing is much more targeted to people who don’t feel the
need to spend more than the average on clothing. The brand is a fashionable brand however does not change collection seasonally. They issue collection in terms of occasion and frequently change the colour of popular garments.
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Fig 17 10
PSYCHOGRAPHICS The women could be described, as fashion conscious however not trend focused focused. They aim to look classy and elegant in a non-overtly fashionable way. The women looked to have taken the time to purchase clothing that represents them in a trendy manner.
BEHAVIOURISTICS In terms of what these women enjoy doing; it very much revolves around their age. Work is very much part if their everyday life, and in their spare time enjoy shopping, going out for lunch with friends and spending time
with family.
GEOGRAPHICS The stores are positioned where they know they will create revenue. Strategically positioned around the UK enables the stores will target a specific class
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FRENCH CONNECTION CUSTOMER PROFILE
Name: Janet Green Age: 45 Gender: Female Fig 18
Occupation: Teaching assistant Interests: Running, reading and going on holiday. Describe your style: Fashion conscious. How often do you shop at French Connection: I frequently go into FC whenever I get out to go shopping Why do you shop at the brand?: They have a lot of styles under one roof and everything is great quality Where else do you shop?: Karen Millen, Mint Velvet and All Saints
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ASOS
ASOS is well known for providing fashionable clothing for an affordable price. Targeting students specifically as they employ a student discount scheme enticing young people on to the website. It is attractive to buyers as there is no need to even step out the door a feature deemed beneficial from a student’s perspective. The e-tailor stocks various brands as well as their own collection appealing to the masses. To collect information about ASOS’s customers I created an online survey on the program ‘Survey Monkey’. This site enabled me to ask specific questions I needed to know. A downfall to this method is that as only twenty-six people completed the form, it may not be representative of the whole customer basis that buys from there. Also, the link was published through a social media page meaning there is initially a bias demographic. In future I will learn from this and ensure my results are representative.
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DEMOGRAPHICS
The age range varied from fifteen to twenty five however the average lay within the sixteentwenty bracket at an average of 92%. In terms of
gender, again like Louis Vuitton and French connection it was typically more common for women to shop at ASOS. In terms of income for these buyers it again differed, from parental
allowance, part-time jobs, student loans and finally to one person being in a full time job. The majority sourced their money from student loan which helps to support the predicted the main demographic of students.
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PSYCHOGRAPHICS After asking various questions about lifestyle and their own personality. The survey revealed a range of styles the customers would describe them as. Varying from vintage, fashion conscious, and alternative to comfortable. This means that ASOS collections cater for a vast amount of people. The responses collected in terms of their hobbies and interests represent a student’s perspective. A collection of the responses were socialising with friends, going to the gym, listening to music and swimming.
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Fig 24
BEHAVIOURISTICS ASOS are very aware that they appeal to students and that there marketing directly targets them. There use of
young models highlights a perceived cliental and they work with that to attract buyers. The student discount offers student a chance to save money and they are aware that this is a huge benefit for them. The affordable price architecture entices many people however they do have less affordable garments that attract people who are willing to spend more money or who have saved up for a special occasion.
GEOGRAPHICS As the store is purely online it is accessible to anyone at home with a PC or smart phone. In the new technological world this accounts for everyone in a developed country. It was noted that is factor was a huge benefit to customers as it is much easier than going into a store. The cheap delivery charges are also a benefit. However, student discount is the most desired benefit they have to offer.
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ASOS CUSTOMER PROFILE
Name: Charlotte Eames Age: 21 Gender: Female Fig 25
Occupation: 2nd Year at University Interests: Going to the gym, shopping and going out with friends. Describe your style: On trend but sometimes really casual. How often do you shop at ASOS: At least once a month
Why do you shop at the brand?: They have some many different things and its so much easier going online. Where else do you shop? Misguided, Topshop and H&M
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Reference List Figure 1 Purple flowers. [Online] [Accessed 7 March 2016]. Available from: http://moncherieflowersshanklin.co.uk Figure 2 Louis Vuitton model with black bag. [Online] [Accessed 7 March 2016]. Available from: https://www.google.co.uk/search? q=louis+vuitton+recent+ad+campaign&source=lnms&tbm=isch&sa=X&ve d=0ahUKEwjwsajN47HLAhXJQBQKHcZlBgAQ_AUIBygB&biw=1408&bih =691#imgrc=bFKQlkLg6vhV3M%3A Figure 3 Woman sitting on cases. [Online] [Accessed 7 March 2016]. Available from: https://www.google.co.uk/search? q=louis+vuitton+recent+ad+campaign&source=lnms&tbm=isch&sa=X&ve d=0ahUKEwjwsajN47HLAhXJQBQKHcZlBgAQ_AUIBygB&biw=1408&bih =691#imgrc=BTdcyzjpwHWgYM%3 Figure 4 Woman with brown bag. [Online] [Accessed 7 March 2016]. Available from: https://www.google.co.uk/search? q=louis+vuitton+recent+ad+campaign&source=lnms&tbm=isch&sa=X&ve d=0ahUKEwjwsajN47HLAhXJQBQKHcZlBgAQ_AUIBygB&biw=1408&bih =691#imgrc=9g5v4Aflq8I0yM%3A Figure 5Woman in black. [Online] [Accessed 7 March 2016]. Available from: https://www.google.co.uk/search? q=louis+vuitton+recent+ad+campaign&source=lnms&tbm=isch&sa=X&ve d=0ahUKEwjwsajN47HLAhXJQBQKHcZlBgAQ_AUIBygB&biw=1408&bih =691#imgrc=pVa0KGKPBMt2OM%3A Figure 6Two models, orange bags. [Online] [Accessed 7 March 2016] Available from: https://www.google.co.uk/search? q=louis+vuitton+recent+ad+campaign&source=lnms&tbm=isch&sa=X&ve d=0ahUKEwjwsajN47HLAhXJQBQKHcZlBgAQ_AUIBygB&biw=1408&bih =691#imgrc=tYoblqdgXHtUBM%3A 21
Figure 7Girl holding black bag. [Online] [Accessed 7 March 2016] Available from: https://www.google.co.uk/search? q=louis+vuitton+recent+ad+campaign&source=lnms&tbm=isch&sa=X&ved =0ahUKEwjwsajN47HLAhXJQBQKHcZlBgAQ_AUIBygB&biw=1408&bih=6 91#imgrc=oRzy0NVclWUS9M%3A Figure 8Girl holding pink bag. [Online] [Accessed 7 March 2016] Available from: https://www.google.co.uk/search? q=louis+vuitton+recent+ad+campaign&source=lnms&tbm=isch&sa=X&ved =0ahUKEwjwsajN47HLAhXJQBQKHcZlBgAQ_AUIBygB&biw=1408&bih=6 91#imgrc=gDH6EJuVip5qKM%3A Figure 9Cara Russel. [Online] [Accessed 7 March 2016] Available from: https://www.facebook.com/photo.php? fbid=10203818004605343&set=t.1501724919&type=3&theater Figure 10 Two blonde girls. [Online] [Accessed 8 March] Available from: https://www.google.co.uk/search? q=french+connection+ads&source=lnms&tbm=isch&sa=X&ved=0ahUKEwj 6l42gnbLLAhVlDZoKHXQQBxoQ_AUIBygB&biw=1408&bih=691#imgrc=Z SLCMtvBK5dWRM%3A Figure 11Model on tip toes. [Online] [Accessed 8 March] Available from: https://www.google.co.uk/search? q=french+connection+ads&source=lnms&tbm=isch&sa=X&ved=0ahUKEwj 6l42gnbLLAhVlDZoKHXQQBxoQ_AUIBygB&biw=1408&bih=691#imgrc=q dSLdrPrA9mTkM%3A Figure 12Man in hoop. [Online] [Accessed 8 March] Available from: https://www.google.co.uk/search? q=french+connection+ads&source=lnms&tbm=isch&sa=X&ved=0ahUKEwj 6l42gnbLLAhVlDZoKHXQQBxoQ_AUIBygB&biw=1408&bih=691#imgrc=iv SzLwBE12zv8M%3A Figure 13Girl with arm over her head. [Online] [Accessed 8 March] Available from: https://www.google.co.uk/search? q=french+connection+ads&source=lnms&tbm=isch&sa=X&ved=0ahUKEwj 6l42gnbLLAhVlDZoKHXQQBxoQ_AUIBygB&biw=1408&bih=691#imgdii=q dSLdrPrA9mTkM%3A%3BqdSLdrPrA9mTkM%3A%3Bbzv8flndJaPuOM%
Figure 14Girl with black pants on. [Online] [Accessed 8 March] Available from: https://www.google.co.uk/search? q=french+connection+ads&source=lnms&tbm=isch&sa=X&ved=0ahUK Ewj6l42gnbLLAhVlDZoKHXQQBxoQ_AUIBygB&biw=1408&bih=691#im grc=VGc3LH2PPlMhlM%3A Figure 15Girl with string. [Online] [Accessed 8 March] Available from: https://www.google.co.uk/search? q=french+connection+ads&source=lnms&tbm=isch&sa=X&ved=0ahUK Ewj6l42gnbLLAhVlDZoKHXQQBxoQ_AUIBygB&biw=1408&bih=691#im grc=g2BkXedWoijRM%3A Figure 16 Model on tip toes. [Online] [Accessed 8 March] Available from: https://www.google.co.uk/search? q=french+connection+ads&source=lnms&tbm=isch&sa=X&ved=0ahUK Ewj6l42gnbLLAhVlDZoKHXQQBxoQ_AUIBygB&biw=1408&bih=691#im grc=qdSLdrPrA9mTkM%3A Figure 17 Girl with arm over her head. [Online] [Accessed 8 March] Available from: https://www.google.co.uk/search? q=french+connection+ads&source=lnms&tbm=isch&sa=X&ved=0ahUK Ewj6l42gnbLLAhVlDZoKHXQQBxoQ_AUIBygB&biw=1408&bih=691#im gdii=qdSLdrPrA9mTkM%3A%3BqdSLdrPrA9mTkM%3A%3Bbzv8flndJa PuOM%3A&imgrc=qdSLdrPrA9mTkM%3A Figure 18 Janet Green. [Online] [Accessed 8 March] Available from: https://www.facebook.com/photo.php? fbid=10153299182116305&set=a.455086531304.217418.609066304&ty pe=3&theater Figure 19 Two Males and two females. [Online] [Accessed 8 March] Available from: https://www.google.co.uk/search? q=ASOS&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjN3qfNl7PLAh VFVxQKHWsuBnUQ_AUICSgD&biw=1408&bih=691#tbm=isch&q=asos 23 +advertising&imgrc=nWomo9f6nJHxoM%3A
Figure 20 Girl with sunglasses. [Online] [Accessed 8 March] Available from: https://www.google.co.uk/search? q=ASOS&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjN3qfNl7P LAhVFVxQKHWsuBnUQ_AUICSgD&biw=1408&bih=691#tbm=isch &q=asos+advertising&imgrc=g6vfSyG0nLXg4M%3A Figure 21 Girl with hair on her face. [Online] [Accessed 8 March] Available from: https://www.google.co.uk/search? q=ASOS&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjN3qfNl7P LAhVFVxQKHWsuBnUQ_AUICSgD&biw=1408&bih=691#tbm=isch &q=asos+advertising&imgrc=yB04qzhh__82KM%3A Figure 22 ASOS logo. [Online] [Accessed 8 March] Available from: https://www.google.co.uk/search? q=ASOS&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjN3qfNl7P LAhVFVxQKHWsuBnUQ_AUICSgD&biw=1408&bih=691#tbm=isch &q=asos+advertising&imgrc=zJKvCPaXRH7QcM%3A Figure 23 6 models. [Online] [Accessed 8 March] Available from: www.justjared.com/photogallery/2656108/shailenewoodleyasos 02/ Figure 24 Girl with sunglasses. [Online] [Accessed 8 March] Available from: https://www.google.co.uk/search? q=ASOS&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjN3qfNl7P LAhVFVxQKHWsuBnUQ_AUICSgD&biw=1408&bih=691#tbm=isch &q=asos+advertising&imgrc=g6vfSyG0nLXg4M%3A Figure 25 Charlotte Eames. [Online] [Accessed 8 March] Available from: https://www.facebook.com/photo.php? fbid=817427981698393&set=a.101896753251523.2081.100002935 954591&type=3&theater
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Appendix Survey for the ASOS profiles https://www.surveymonkey.co.uk/r/RK8MZKX
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