Customer Profiling: Publications she reads...

My target customer prefers garments which are elegant, sophisticated and which will stand the test of time. Thus, the publications she chooses to read possess similar characteristics: they are firmly established and remain as relevant today as they were when they first hit the shelves. While she is happy to read online publications, she always prefers to have a tangible edition to peruse in her valuable spare time. 

For these reasons, Vogue is undoubtedly one of her favourite publications and she purchases the new magazine without fail each month. 'Vogue...is the fashion benchmark for stylish women. It offers women the ultimate dream.' The magazine itself has been in circulation since 1892 in America and since 1916 in the United Kingdom (PRWeek 2009). Hence, my customer trusts this particular publication because it has proven itself to be worthy of her loyalty. 

Similarly, Harper's Bazaar is another favourite publication read by my target customer. This magazine has also been in circulation for a long time as it was first established in America in 1867. It is aimed at women with a higher income who have an eye for fashion and have both the resource and inclination to dress in a stylish manner. 

One of my target customer's other favourite publications is InStyle magazine which is also distributed monthly. InStyle states that its target audience is 'women aged 25-39 years' (InStyle 2012) which is essentially the same as my own target customer. The price points of garments advertised in InStyle are often significantly lower than those featured in Vogue and Harper's Bazaar which my customer appreciates, particularly when she is looking for more day-wear style pieces. She tends to look for eveningwear inspiration in Vogue and Harper's Bazaar more often than InStyle.

References

Davies, L., 2009, Why Vogue magazine remains at the top of the pile, PR Week, viewed 31st May 2012, <http://www.prweek.com/uk/news/904692/Why-Vogue-magazine-remains-top-pile/
2012, About, InStyle Australia, Pacific Magazines, viewed 31st May 2012, <http://www.instylemag.com.au/about.asp>