Customer Profile

Urban Outfitters
A pen portrait is a written profile that describes the characteristics and shopping habits of the core customer. It provides a composite
picture of the target consumer which is built from primary and secondary research. A visual depiction is also useful – this should
include a portrait type image as well as images from lifestyle / food magazines etc. Use images that typify a range of brand / product /
lifestyle choices for that consumer – and combine drawing, collage, text

Interests and Opinions Social Media

Urban Culture/ Streetwear
Keping up with the latest styles e.g decor, accessories and
clothing
Urban outfitters record selection- Alternative music scenes-
Also well known- Fleetwood Mac/ Arctic Monkeys- 70s- to
2000s music genre
Creative people- appreciation for art/ design
Social media and self-expression
TikTok- Working partnership/ Brand deals- sending there
clothes so there promoted- Massive social product
Depop- selling/buying urban products
Instagram- good way to show there homeware e.g
Glasses collection/ Bed sheets/ Room/ bath mats

Where and How they shop Magazines and Blogs

Spending time rummaging as- as there’s lots to look through Glamour Magazine
Different mismatch patterns Teen Magazines
Rolling stone UK- alternative- music genre- clothes may
I think personally looking around Urban outfitters requires you match this aesthetic
to have an idea of fashion styling. A lot of there clothing is
quite unique with patterns and lace and fold, which some
people including myself find quite hard to style. I’ve found
things of bought from here I find hard to match, but I think
there are ways you can make it work.

Brands they wear/interact with Demographic

Wide- very diverse
Urban Outfitters collabs with a lot of brands as they sell as a Teenagers- to young adults-
collective older demographics- drawn to the unique and trendy
e.g BDG, Champion, Iets Frans, Diesel, Ed Hardy etc. clothes

Brands they aspire to wear/have in their homes Emotional motivations

Similar casual styles- blending in with the layered and

Retro Vintage wear/ Thrifting off patterns
Baggy old/ alternative persona
Charity shops/ Second hand- Going with the expensive but look Basic outfits- contrasting
cheap? Feeling like you belong in the shop- similar styles/
Casual wear interests.
Have in there homes- Bold colours/ but more darker toned
bolds- Not neon
Natural lighting/ Yellow light- Floral patterned/ vintaged
glasses and plates
Fashion / Interior Needs Trends they follow

Popular trends- within styling

Funky printed bathmats and rugs/ Like Mandela patterns
Floral designs
Checkered patterns- disco ball like patterns- shiny
Pastel colours- pretty aesthetic
Vogue/Chanel/Vivienne Westwood- Books- well known
Fashion terminology
Crazy mismatch of clothes/ layering- but looks right
TikTok- following what other people are wearing-
inspiration, , and then making it there own
individuality and well known atmosphere.
Influenced by music- music artists outfits/ bands-
possible 70s wear- leather jackets flares- long mullets/
layered hair.
Fairy core- ethereal dressing- long skirts/ dresses

At the beginning of any customer analysis is important to determine the segmentation variables that can be used to
classify and characterise consumers. Traditional segmentation falls into the following categories :

Demographic (age, gender, income, life stage etc),

Psychographic (the psychology behind the consumer behaviour – the idea is to decipher how they think and behave
and to work out why they purchase what they do) Usage and variable, (Such as actual benefits from products, brand
loyalty, price comparison etc)

Demographic Psychographic

Gender- Mainly Female- Male sections Lifestyle Values individuality, and creativity. Drawn to urban
culture/Indie music and alternative fashion

Age 16- 50s Social aspirations- Careers within the fashion industry, Perhaps
socially aware- shared interests

Generation Gen Z and Millennials, who are drawn to the hip/

alternative aesthetic.

Self-image – Good self-Image like to dress up and wearing funky

Ethnicity Variety of ethnic backgrounds- appreciate the fashion fashion trends- stand out but also blend in through the colour
both stylish and individualistic- The brands marketing is quite palette
inclusive and diverse- could attract people who value
representation

Perceived values
Marital status – Single- could be new relationship- making bold
fashion choices/ interesting.

Life stage- comfortable- expensive prices- Well to do job- able to

buy from the shop- Also freelance- Not business wear. Interests / hobbies, Going to cafes, Music Festivals, Trendy shops,
attending exhibition

Occupation-

Education – University/ degree- college
Income- Urban Outfitters range, ranges from medium prices to
high price, so I think someone would have to have a high income
Attitudes / opinions – social opinions,- has ethical social and
environmental- although urban outfitters is a fast fashion brand??
Hypocritical

Social class