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Topshop | Customer

Name:

Gigi Johnson

Demographics:

Age: 20

Gender: Female

Salary/household income:
$80/per week (personal income from the on campus party-time job); $245,144
(household income, middle-class family)

Location: urban (Los Angeles)

Education: Sophomore in University of South California

Family: Dad, mom, and two siblings (one elder sister, one younger brother)

Goals/Challenges

What are their goals, aspirations?


a)

graduate on-time and with a high GPA

b)

pursuing and achieving her dream that become a fashion blogger someday

What problems do they have?


a)

money is limited, sometimes its hard to fulfill her high-demanding in fashion

b)

experiencing a hard time balancing study time with personal interests

Media/Distribution

What kind of media do they use?


Instagram, LinkedIn, Facebook, Twitter, Snapchat, Pinterest

How else can we reach them?


Email, message, mobile, letter, Topshop official website

What words, phrases resonate with this audience?


Fashion, favorite spring/summer/fall/winter 2017 look, trend, how to dress,
New York fashion week, fashion month look, big sale, design

What kinds of images resonate? Would they click on a video?


Models & new faces, street snap, red carpet photo, celebrity
Yes

Writing style (short, verbose)


Short

Topshop | CFO --- Employee (internal audience)

Name:

Matt Jorden

Demographics:

Age: 45

Gender: Male

Salary/household income: 15,762 per year; 26,365 (household income)

Location: urban (London, UK)

Education:
Master of Business Administration at Oxford Brookes University
Bachelor of Science in marketing at University of Colombo

Family: wife and two children

Goals/Challenges

What are their goals, aspirations?


a)

Establishing ever more risk management strategies

b)

Supporting their businesses to develop effective strategies for growth while


remaining cost competitive

c)

To be his own boss one day

What problems do they have?


a)

Balancing the time needed for his work and family

b)

Broaden his understanding of technology

Media/Distribution

What kind of media do they use?


Television (sports, news), internet (Twitter, LinkedIn), and print (the Wall Street
Journal, the New York Times, The Economic Times, The Economist, Forbes, Inc.)

How else can we reach them?


Email, message, mobile, letter, fax, his secretary

What words, phrases resonate with this audience?


a)

How to keep the executive team on track?

b)

Moving from CFO to CEO

c)

How to balance the time needed for work and family?

d)

Is the companys performance as expected?

e)

The right sources of cash

f)

Establishing the right accounting policies

What kinds of images resonate? Would they click on a video?


Company financial statements, sports, happiness family
Yes

Writing style (short, verbose)


verbose

Topshop | Fashion Blogger

Name:

Chiara Lopez

Demographics:

Age: 33

Gender: Female

Salary/household income: $1.2 million

Location: urban (Los Angeles)

Education: Master of Fine Arts (MFA) Degree at Academy of Art University

Family: Dad, mom, and three siblings

Goals/Challenges

What are their goals, aspirations?


a)

Increasing comments on blog and followers

b)

Trying to establish a business

What problems do they have?


a)

People think she makes money very easy, but the effort that actually goes on
behind the scenes of blogging and photos

b)

Facing cyberbully everyday

Media/Distribution

What kind of media do they use?


Instagram, Blog, Facebook, Twitter, Snapchat, Pinterest, YouTube, Google+

How else can we reach them?


Email, message, mobile, letter, blog

What words, phrases resonate with this audience?


Fashion, favorite spring/summer/fall/winter 2017 look, trend, how to dress,
New York fashion week, fashion month look, design, model, new make-up, travel,
luxury brands, nail polish, beauty

What kinds of images resonate? Would they click on a video?


Model, street snap, red carpet, celebrity, luxury brand, new product, fashion week
show, picture that shows hierarchy
Yes

Writing style (short, verbose)


Short