In order to better understand and identify the customer of the garments I will be creating for my womenswear collection, I have set about researching and thus answering key questions about this person...
Gender: Female. My collection is a womenswear collection and women generally prefer to purchase their own garments. This way they can try them on for size, style and fit to be confident that what they are purchasing is just right for their body shape, lifestyle and personal style.
Age: 25-40. My garments have a very 'eveningwear' feel to them and thus, are most suited to women who have special events to attend after 5pm. These women are generally of an age whereby they are either working throughout the week or are married with a husband who supports them financially.
Ethnicity: Not specific. In reality women of any ethnicity may like the garments and want to buy them.
Marital Status: She is most probably single as single women do not have as many expenses as married women and consequently have more disposable income to spend on themselves and their clothes.
Life Stage: Pre-family
Occupation: She has a stable and well paid position. Probably a young urban professional.
Education: Tertiary educated.
Income level: Medium to high income earner.
Lifestyle: Works throughout the week and has many special events to attend of an evening. She is a fit and healthy individual who takes care of herself and has pride in her appearance.
Social Aspirations: She aims to achieve a successful career and hopes to one day begin a family of her own. She hopes to establish herself in her own social circles as a sophisticated woman who dresses in a timeless, but never boring, fashion.
Self Image: Positive. She is confident in her own skin. She has accepted the body she has and works to take care of it as best she can. She understands what suits and flatters her shape and chooses to purchase garments accordingly. She prefers classic elegance but doesn't want to be lost in the crowd so has developed her own unique dress sensibility which is both classic and elegant but also unique to herself.
Purchasing Motives and Behaviours: She is often motivated to purchase new garments, shoes, bags and accessories for particular events in her social calender. However, she also enjoys to shop on weekends and as a social activity with her girlfriends. She does like to stay on top of what's happening in the realm of fashion on an international level (through magazines, blogs etc), however, she is not a slave to fashion. She instead invests in classic pieces which are of the highest quality she can afford and which will stand the test of time without dating. She would best be described as a 'Perfect Pieces' consumer by Posner (2011).
Interests and Hobbies: Socialising with friends and family. Wining and dining. Brunches of a weekend. Purchasing and cooking with fresh organic produce from her local farmers market. Pilates and running. Visiting markets for one-of-a-kind finds. Interior decoration and dinner parties.
Attitudes and Opinions: She prefers to purchase garments made from natural fibres whenever possible as she likes the thought of the 'natural' much better than that of the 'artificial'. This extends beyond clothing and reaches other facets of her life, including her preference for organic foods and environmentally friendly household items. She doesn't like the thought of wearing fur (for ethical reasons), yet does not mind utilising products made from leather... She is a complex lady. She never wants to be categorised as a fashion victim or trend-follower. She loves quality pieces but is not a 'snob', with her wardrobe encompassing many labels from Bonds to Collette Dinnigan and everything in between. She understands the importance of supporting local designers and thus, often tries to purchase garments by Australian designers. She is innately feminine.
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