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:
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
INDIVIDUAL STYLE: Trendy, Well groomed, Fashion Forward
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
INDIVIDUAL STYLE: Sophisticated. Fashion-Forward. Classic. Fresh.
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
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.