BRIEF RECAP & CUSTOMER PROFILE

It’s so easy to verge off from the initial brief, especially when the creative juices flow. However, throughout this brief, I have made sure to stop and take stock of what has been produced and make sure that the brief has been adhered to; for me, this has been an invaluable method to grow as a creative, designer, and a professional. Throughout the brief, I have always understood my client (John Lewis) and customer request, which got me thinking of one of the first sessions I had as a group with Sian and Helen.

We threw ‘buzz words’ around to delve into the world of the customer, and tried to create a profile:

CLIENT: JOHN LEWIS – ‘Create a coordinating collection of 6 patterns to be digitally printed for the female 25-40 age range for Spring/Summer ‘19

CHOSEN TREND: BUSY BLOOMS 

KEY FOCUS: FULL-BLOOM, COLOUR, FORM, TEXTURE, BOLD ALL-OVER DESIGN, MIXED TEXTURES, LUSH LARGE COROLLAS

DEMOGRAPHIC: 25-40 YEAR-OLD FEMALE

BUZZ WORDS (For My Collection): QUALITY, SOPHISTICATED, REFINED LIFESTYLE,  DESIGN-FOCUSED, COMMERCIALLY AWARE, PROFESSIONAL, HOUSE PROUD, CONTEMPORARY, CLASSIC, RICH YET SUBDUED, FRESH, CHIC

By revisiting the ideas and concepts at the early stages of the design process I am now able to create a few customer profiles:

CUSTOMER 1

GENDER: Female

AGE: 26

OCCUPATION: Retail Manager

DRIVES: No Car/ Employment within walking distance

LEVEL OF EDUCATION: College

RELATIONSHIP STATUS: Single

LIVES: Trendy Loft apartment within the city centre. A bustling area within the city. Great High Street. Plenty of Department Stores.

HOUSEHOLD COMPOSITION: No children. One Cat.

HOBBIES/INTERESTS: Drawing. Design Focused Magazine Subscription. Travel. Animals.

SHOPPING PREFERENCE: Oliver Bonas. Gap. Mango. Tesco

BUDGET: £50-£100

INDIVIDUAL STYLE: Trendy, Well groomed, Fashion Forward

 

CUSTOMER 2

GENDER: Female

AGE: 33

OCCUPATION: ASSOCIATE EDITOR

DRIVES: Mini Cooper S

LEVEL OF EDUCATION: Undergraduate/Degree

RELATIONSHIP STATUS: Engaged

LIVES: City suburb. A mix of independent and outlet village shops.

HOUSEHOLD COMPOSITION: Fiance. No children. 2 Dogs.

HOBBIES/INTERESTS: Fashion. Travel. History. Design. Food

SHOPPING PREFERENCE: Vivienne Westwood. Zara. John Lewis. Sainsbury’s

BUDGET: £150-£300

INDIVIDUAL STYLE: Sophisticated. Fashion-Forward. Classic. Fresh.

 

CUSTOMER 3

GENDER: Female

AGE: 40

OCCUPATION: HEADMISTRESS

DRIVES: Audi A5

LEVEL OF EDUCATION: Postgraduate/Degree

RELATIONSHIP STATUS: Married

LIVES: Country. An affluent area outside the city but close enough to commute. Plenty of Arts and Craft and independent stores. Beautifully landscaped gardens.

HOUSEHOLD COMPOSITION: Husband. Two children. 2 Dogs. 1 Cat

HOBBIES/INTERESTS: Travel. Reading. Food & Wine. Socialising at Dinner Parties.

SHOPPING PREFERENCE: Monsoon. Harvey Nichols. Dolce & Gabanna. Waitrose

BUDGET: £350-£500

INDIVIDUAL STYLE: Professional, Simple, Classic, Timeless

Looking back to look forward is my life mantra; it helps me amalgamate ideas, concepts and thoughts into one cohesive principle. The 3 customer profiles above have given me an even greater understanding of who my customer base would be, which will allow me to fine-tune my designs and collection even further. Not only that, I am able to use this market research to build a range of future collections for specific budgets etc.

 

 

 

 

Author: vmhtdesign

About to undertake my BA TEXTILE DESIGN @ NOTTINGHAM TRENT UNIVERSITY. So Excited. Follow my progress from beginner to professional.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s