Customer Profile Research #1

• Victoria White, the editor of Company describes the 'Company girl' (Hearst): 
• Company is the go-to brand in the UK for creative fashionistas. The girl who gets dressed each morning and dreams of being street style spotted. The girl who loves fashion but doesn’t want to just follow the trends - she sets her own fashion agenda. She’s creative, she’s visual and she loves the freedom to express herself that fashion and beauty give her. 
  
  She’s on Twitter and Facebook. She blogs. She lives to share. She’s on Instagram, Pinterest, Tumblr, her visual references are huge. She sees life through her camera phone and then she shares it.
  
  Company girls touch the brand via the innovative print product and love the feel of its matt paper and homemade scripty typefaces. They love the fact it looks unlike anything else in print and they get the references to blogging and street style photography. They also connect with the world of Company via the website company.co.uk, the weekly app for iphone, Company Weekly Edit and the bi-annual fashion title Company High Street Edit. 
  
  
  She can also attend Company career forum events, listen to Company playlists on Spotify or come and party with Company in Ibiza each year. If she's a serious Company fan she will be a member of the Company Collective a private facebook group where readers and staff interact to discuss all things Company. 
  
  The Company reader is stylish, individual, creative, opinionated, ambitious and cool. She comes to Company for street style fashion, edgy beauty ideas, nail art inspo, playlist ideas, rising star interviews, career advice, blogging tips and high street shopping. And then she tweets us a pic of how she's recreated something we've suggested she try. And Company tweets her back….'

Given that the editor of Company wrote this piece shows who she believes is her target audience. Although there are no statistics in this, it's clear to see that their target readership is digital savvy and very stylish in her own right, not necessarily a fashion follower.