Customer Profile

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

- Trendy- fashion/ well known band names- graphic tees - Advertisement/Billboards

- Sustainability- H&Ms Practices - Influencers- working with h&m- Brand Deals
- updated with fashion- TikTok - Tik Tok- social media stars???
- Online shopping- has its website - Instagram- adverts
- loyalty to h&M Stay within price range- simple aesthetic - Snapchat- Adverts
- Casual/business wear- more so to comforts - Twitter- new collection updates
- music/festivals/gigs
- Costa Coffee/Starbucks
- Classic fashion

Where and How they shop Magazines and Blogs

- They know what there going to buy- specific outfits ELLE- Magazine
- Jean- shopping- lots of advertisement- positives Vogue Magazine
- quick scouting Glamour
- No hanging around H&M- have there own magazine
- Shopping at Zara/New Look Influences mentioning brands- on their podcast-
sponsored videos

Brands they wear/interact with Demographic

Monki Mostly Women- Range of ages- 16- 50s

Zara Young girls- In education- University/college
- Balmain/ Stella McCartney Office workers- within suits/blazers on display-
- Shops at brand- Hollister/GAP casual/smart
Men’s sections- ranging- 16s/30s- late 30s

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

Buyers would aspire to wear similar fashion brands Casual/Blending in with the environment
Selfridges/ Upper class expensive/similar wear – Blazers Basic fashion- mat colours
Bershka- Graphic tees White/Black/greys/beige
Weekday- similar price points streetwear Trending fashion- flares/ cardigans- buttons and
PrettyLittleThing- young Online buyers. Blazers/shirts

Fashion / Interior Needs Trends they follow

Pastel colours/ plain but fun Activewear- inspired pieces/ leggings/hoodies/ Sports
Coziness/ warm/inviting atmosphere Bras
Warm lighting- comfortable seating and textures - Denim collections- 70s flares- oversized jeans- fitted at
- Clean neutral colours- the top – BOLD/NEUTRAL DESIGNS POP ARTISTS –
- Simple Décor Billie Eilish/ - others- Pink Floyd
- Practicality- form and function within furniture Blouses/ blazers- smart attire- more classic fashion
- Graphic tees/crops basic T-Shirts- neutral patterns
- fringe detailing in blouses- more bohemian sections-
maxi skirts
Denim sections- jeans/ JACKETS AND SKIRTS
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), geographic (region / area, housing type, urban / rural 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 Females- mens section/young Lifestyle- Simple lifestyle/ likes there home comforts- Not very
outgoing- evenong out- mre for dinner and a galss of wine- settles
down or single
Age 14/ 50s years old

Generation Gen z / mellenials

Self-image- Good self-image- clean- looks after themselves-

Ethnicity All ethnicities- more white British- basic wear perfume

Marital status- Not married- more student buyers- people in

education
Perceived valuesx

Life stage- Early life stage- Just beginning

Interests / hobbies – café trips- morning walk- going to the gym-

Education- well educated- could have been grammar social gatherings- seeing friends- going out for dinner- sports-
school/public- higher education Tennis

Income- Good income- students- cheap- Reasonable prices- offers

quite a lot for younger buyers

Social class- Middle class