When you own or manage a fashion line, a target customer profile, also referred to as a target audience profile, helps your marketing firm or division zero in on specific sections of the consumer market. This allows your fashion line's marketing budget to stretch further and yield a greater return for each advertising pound you spend. A target customer profile is also a helpful tool to utilise when choosing boutiques or retail partners for your fashion line. When you align your fashion with a clothing shop that tailors to the same customer base you do, you increase the likelihood that your clothing will regularly sell.
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Compile market research data collected by your company. Your target audience profile requires relation of facts and figures accumulated through sales information and, potentially, surveys targeted towards consumers of your line.
Pick a format for your profile. You can organise profiles into a paragraph format that relates your target customer in prose form such as "The typical ABC fashion line customer is a 25 to 35 year old woman with a university education." Alternatively, your profile format can list predominant customer attributes in a bullet-list and provide a larger spread of data in coordinating tables.
Present the age and gender of your target audience. In fashion, zeroing in on the age and gender that your line serves rapidly eliminates a number of consumers and potential retail outlets. Present your demographics in prose form or plug the data into your bullet-list or charts.
List the education level, income and relationship status of your target audience. This data is particularly helpful in establishing the type of shops that would carry your fashion line and the types of publications to advertise in. For example, a couture line would not fit in on the racks at a high street shop and an ad for discount jeans would not work in a haute couture magazine.
Relate the geographical location of your largest audience in a manner that most serves your fashion line. For example, a fashion line devoted to cool-weather clothing would best present target audience information by separating sales data according to climate zones instead of using individual country borders as reference points. Present more traditional data separations in a separate report or as a supplement to your main target audience profile write-up.
Present data about the thoughts of your customers as reported through customer surveys or focus groups. Focus on data relating to your customer's shopping habits and thought processes through the use of terms like "impulse buyers," "thrifty consumers," or "trend-followers." This data helps you match your line with potential retailers whose shoppers possess the same buying tendencies and tailor your advertising to market-appropriate publications.
Tips and warnings
- Depending on its range, your fashion line may benefit from compiling multiple target customer profiles. For example, a line that markets clothing, shoes and handbags could have a different target audience for each product line within the larger fashion brand. If your data suggests this is true, separate your target audience profiles for each product category.
- Do not write your target customer profile based on old data or incomplete data. If necessary, invest more time and money on research and customer data gathering through surveys and focus groups before compiling your report. A report based on new data provides a more accurate picture of your current customer base, especially if your line is still emerging and establishing its identity in the fashion world.
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