Customer Profile Boards

These are my final customer profile boards that link up with the layout of my dissertation. They visually represent each customer, plus I have tried to colour code them to keep in with the design inspiration. I have included all the main information I used in the planning of my customer profiles here within the picture versions.

Customer Profile Board Inspiration

(All Images from Pinterest)

The following images are of customer profile board ideas. I wanted to keep the customer profile board in keeping with the rest of my dissertation layout to maintain continuity so some of the more busier and collage like designs are not as applicable to the sleeker dissertation layout I have gone for, however I do still really like the designs of them. I love the more linear moodboards and use of squares and rectangles over-lapping. What makes the majority of these moodboards striking is the colour palette used within them, as all the pictures derive from a certain colour. Finding relevant customer profile images that are all within one colour scheme may be difficult, however this is what makes the boards look really good. I really like the idea of taking a picture of a picture, e.g. taking pictures of all the customer profile information and then taking a picture of that all together like the 7th image above. However, I don't know if I will have the time to produce that now. I think the style I like most is the 10th image whereby there are coloured lines to break things up; this could work well in terms of keeping a colour scheme, plus I like how the images are laid out randomly not made into a box shape.

Appropriate Promotion For Each Consumer

CORE CUSTOMER

• Social Media Marketing
• Celebrity Endorsement (Bloggers/Vloggers)
• Mail Outs
• Magazine Advert/Editorial
• New Look Sponsorship
• Britain & Ireland's Next Top Model Sponsorship
• Banner Ads
• Website Content
• Word of Mouth
• Indoor Promotion e.g. At Graduate Fashion Week/ Company Blogger Awards

SECONDARY/ASPIRATIONAL CUSTOMER

• Social Media Marketing
• Celebrity Endorsements (Bloggers/Vloggers)
• Magazine Advert/Editorial
• New Look Sponsorship
• Banner Ads
• Word of Mouth

TERTIARY CUSTOMER

• Social Media Marketing
• Magazine Advert/Editorial
• Banner Ads
• Word of Mouth
• Searching the App Store

Tertiary Customer Profile

• AGE- 27
• GENDER- Female
• ADDRESS- Newcastle
• MARITAL STATUS- Engaged
• DRIVE- Nissan Micra
• JOB- Nurse
• EDUCATION- Graduated
• SOCIAL MEDIA- Twitter, Instagram, Pinterest, Facebook
• MAGAZINES- Company, Look, Cosmopolitan, Glamour
• SIBLINGS- Two brothers, one sister
• MAKE UP- Clinique, MAC, Clarins
• PERFUME- Dior, YSL
• CLOTHES SHOPPING- Topshop, River Island, Miss Selfridge, Dorothy Perkins
• HOBBIES-Cinema, eating out, partying with friends, reading, going the gym
• MUSIC- Indie music, rock
• TECHNOLOGY- iPhone
• TELEVISION-  Comedy shows
• FOOD- Takeaways, sandwiches, quick foods. Shops at Sainsburys/Asda/corner shop
• HOLIDAYS- City breaks, likes the culture, Europe

DAY IN THE LIFE

Being a nurse means she works all hours so doesn't have a particular routine. She drives to work every day, often working very long shifts. She is tired quite a lot, so shopping and planning outfits is in the back of her mind. She enjoys reading fashion magazines, but it's not her main focus when buying magazines. She aspires to look nice but rarely has the time to go through her wardrobe and try potential outfits on. She enjoys frequently taking city breaks so having an outfit suggester would save time and keep her self esteem boosted. She often shops online buying quite a lot of things at once, for example basics, never really has the time to sift through the trends therefore the feature that suggests clothing to go with her existing wardrobe is perfect for her. 

Secondary Customer Profile (Aspirational Customer)

• AGE- 15
• GENDER- Female
• ADDRESS- Chester
• MARITAL STATUS- Single
• DRIVE- No
• JOB- No
• EDUCATION- High school about to begin work for GCSE's
• SOCIAL MEDIA- Twitter, Instagram, Facebook, Tumblr (follows lots of fashion blogs on Blogger and Tumblr)
• MAGAZINES- Company, Look, Vogue, Grazia, Now, Heat
• SIBLINGS- One sister
• MAKE UP- Rimmel, Barry M, Collection Cosmetics, Bourjois
• PERFUME- Vera Wang, celebrity perfumes e.g. One Direction/Katy Perry
• CLOTHES SHOPPING- Primark, Missguided, New Look, some Topshop and River Island
• HOBBIES-Shopping, cinema, eating out, reading magazines, playing sports, 
• MUSIC- Chart music, One Direction, Beyonce, wants to start going to festivals and gigs
• TECHNOLOGY- iPhone, laptop, family iPad
• TELEVISION- Reality tv, TOWIE, Made In Chelsea, Vampire Diaries, Hollyoaks. Watches vloggers on Youtube.
• FOOD- Pasta, Nandos, Chinese takeaway, McDonalds, chocolate. Home cooked meals
• HOLIDAYS- Family holidays all across the world, but regularly goes Portugal 

DAY IN THE LIFE

Wakes up, breakfast prepared by mother (toast or cereal), gets ready for school using predominately Rimmel make up. Then driven to school by mother in BMW. At school, she studies creative subjects. Following school, she plays sports extra curriculum- netball and dance. In her spare time she reads fashion magazines and fashion blogs aspiring to be able to wear and buy the clothes featured within them. She is an aspirational customer in the sense that she wants to use the app to be part of the Company brand, and also help her feel like her current wardrobe is fashionable given that she doesn't have a disposable income to spend a lot on clothes. She often watches reality tv and watches vloggers on Youtube. 

Core Customer Profile

• AGE- 21
• GENDER- Female
• ADDRESS- Manchester
• MARITAL STATUS- Boyfriend
• DRIVE- Vauxhall Corsa
• JOB- Sales Assistant at Topshop
• EDUCATION- University studying Fashion
• SOCIAL MEDIA- Twitter, Instagram, Pinterest, Facebook, Tumblr, has own fashion blog
• MAGAZINES- Company, Look, Elle
• SIBLINGS- One brother
• MAKE UP- MAC, Rimmel, Barry M
• PERFUME- Marc Jacobs
• CLOTHES SHOPPING- Topshop, River Island, Primark, Missguided, Vintage
• HOBBIES-Shopping, cinema, eating out, partying with friends
• MUSIC- Chart music, Arctic Monkeys, Beyonce, Vaccines, Rudimental, Disclosure, enjoys going to festivals
• TECHNOLOGY- iPad, iPhone, Apple Mac, DSLR cameras
• TELEVISION- Reality tv, TOWIE, Made In Chelsea, Gossip Girl, Sex and the City
• FOOD- Pasta, Nandos, Chinese takeaway, salads, chocolate. Shops at Tesco/Sainsburys/corner shop
• HOLIDAYS- City breaks, girls holidays, Ibiza, Malia etc

DAY IN THE LIFE

Wake up, has cereal/toast for breakfast, gets ready for uni using MAC makeup, dresses in mainly Topshop and River Island clothing. Lives at uni so doesn't have to commute. Has class in the morning, uses stationary from WHSmith- girly, pink and purple. After uni, grabs a meal deal lunch from Tesco, and goes to work at Topshop in the afternoon. Following work, gets a taxi home and makes pasta for tea whilst watching the soaps with her flatmates. Some nights will be spent doing uni work, some going out partying with friends in the city, some on date nights with her boyfriend. Any spare time she gets is spent fashion blogging and going to blogging events.

Feedback #3

This week the feedback session focused on customer profiles and who will be the end user of my product. Having already researched into the core Company consumer I told Paz how Victoria White (Company editor) views her readers (see here) and he agreed that's the level of detail that should be going into the customer profile we create. Not only should the customer profiles be in depth of what the person likes, but also represent 'a day in the life', so that when the time comes to create the promotion, it's easy to see which the key consumer will respond and react to.

Moreover, an aspirational customer profile board is needed to represent the customers who will aspire to the product. In my case, these will be those out of the target market range who 'aspire' of dressing a certain way. These could be early teens who are still at school who want to look fashionable, but also it could be those in the target age range who don't necessarily have the most 'fashionable' of jobs, e.g. lawyers, doctors, teachers. Different customer profiles need different forms of promotion to attract. Therefore, not only will a core customer profile board need to be created but also an aspirational one, which shows off the secondary and tertiary consumers.

Customer Profile Research #4

The following is a rough customer profile board based around my previous findings about Company magazine readers. Although this board is more focused to their magazine's demographic, the majority of items are the same. However, the Stylist App doesn't just lend itself to the stereotypical 'Company girl', but also the readers who are not necessarily studying fashion, e.g. law students, doctors, creative writers, cooks etc. Nevertheless, as the editor pointed out, Company's readers all want to be fashion forward in their own unique style meaning the Stylist App will cater to everyone's needs. 

Customer Profile Research #3

In every issue, Company invites its readers to style up three trends their way in the feature 'Street Girl'. Company are very focused on street style, blogger's style and wearing trends in a unique way not how the catwalk presented it. All the girls used in this feature are either bloggers and simply readers of the magazine; real girls not models. This gives some indication of what Company deems to be a 'Company Girl', and thus who their target reader and customer is, thus the target consumer of the Stylist Edit app.

Customer Profile Research #2

• Company's publishing house, Hearst has the following description about Company's target readership: 'For fashion forward, fun-loving, festival-going, music-downloading, street-styling obsessed young British women. For women who want to see the world, change the world and do it all in the latest trends. In short- Company girls rock!'

Hearst also had the following figures about Company's readership: 

• Adult Readership: 478,000,  Female Readership: 452,000,  Median Age: 25
• 36% of readers are AB ACORN group. 
• 67% of readers are ABC1 ACORN group.
• 95% of readers are female, 5% are male.

When Company revamped their magazine in 2012, they did so to fit in with their readership and the impact social media now has on their lives. (Information from Press Gazette)

• Company magazine unveiled a new 'streetwise'design on Monday to reflect the popularity of fashion blogging and social media trends amongst young women
• The new look is inspired by the success of Company's bi-annual sister title, High Street Edit.
• Following research into the purchasing habits of 19-30 year old women, Company will feature shorter, 'bite sized'articles and more images and illustration to mirror social networking platforms.
• Victoria White, editor of Company, said: 'The new look gives Company a point of difference at the newsstand which is what our readers are looking for. The size and format of the magazine is completely unique to the UK market. White said the new design was "a total reinvention of the traditional women's magazine."
• 'Social media is such an important part of any media company's overall strategy. Young people today are more tuned into Twitter and Facebook than ever and we have recognised the resurgence of social media by including design influences from the blogosphere," she said.
• 'Brands that don't engage with their target audiences on social media platforms such as Twitter and Facebook are likely to be left behind and lose touch.'
• Ella Dolphin, group publishing director of Hearst's young women's group, said the new magazine will appeal to 'the girl who dreams of being street-style spotted, who loves the nice things in life and documents them all using her camera phone.

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.