Customer profiling

Here is a client avatar of Sapphire.

It shows the demographics, characteristics, like/dislikes and goals of a customer of Sapphire. She
is a female, 22 years old and a student at a university. She loves going out to events, birthday
parties, dinning out, shopping, loves meeting her friends. She is energetic and full of life. As she
is a young she explores and find items that are aesthetic yet budget friendly.

Sapphire cloths are not quirky cutting-edge cuts, but – it’s a retail very specifically targeted
towards the mass market. And judging from the clustered, cacophonic throngs of women that
gravitates towards the shop during the weekend. One can spot women in veils, young college-
going girls, middle-aged, regular working women and glimpses of the ‘fashionable set’, all
stocking up on their collection. Sapphire targets women from all age-groups and strata’s of
society to want to wear their clothes. A major chunk of customers can be classified as millennials
of age group from 18-25 years old. They are studying in university or going to join the
workforce. Then from age 25-30 years old. They are part of the workforce and getting newly
married. Then 30-35 years old. They are mature and responsible for kids and family. Then 35-40
years old. They are baby boomers and finally from 40-45 years old. They are at the peak of their
careers and have teen kids.

Shoppers are offered new stitched and unstitched designs every few weeks in cambric, cotton
and silk with each piece being aesthetically unique and delicately detailed in terms of its pattern,
color palette, embroidery and embellishments. To keep the attention of its customers. It is about
constant innovation. When Sapphire started they had digital printing at an affordable price as a
unique selling point. Whereas there goal is to keep launching new products for example home
textile is a very good value addition to both customers and market. Sapphire believes from day
one is that if the product is strong nothing can go wrong.

Sapphire enhances customer experience by coming up with creative yet environmental friendly
campaign that will not only benefit customers but also the society and the world. They did this
by becoming the first fashion brand in Pakistan to introduce recycled seed bags to curb pollution.
Customers feel proud by buying from it. So they launched the ‘Seed Bags’ on the occasion of
Independence Day to highlight their contribution to a very pertinent problem in Pakistan:
growing pollution, as well as to amplify the ‘green’ stance the company has taken. Sapphire’s
seed bags (instead of regular paper bags) are made from recycled cotton waste sourced from the
textile industry and are eco-friendly. The bags come embedded with a mix of seeds: amaranth,
marigold and China asther. Besides the fact that they are pretty, Manghi says the reason for
choosing these plants in particular is that they are resilient and do not need much tending to, and
can grow in a variety of climates.