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1. TARGET CONSUMER

2. WHEN IT COMES TO THE FASHION
BUSINESS, THERE IS ONE QUESTION
EVERYONE WILL ASK YOU:
•“Who’s your
customer?”

5. • Whether you’re a designer or retailer, it’s
incredibly important that you have a
clear and concise answer to give.
• Clearly defining your target customer
allows you to develop your entire
business around providing the products,
services, and experience that customer
is already looking for. The more specific
you are about who your customer is, the
easier it will be to attract them.

7. • Focus on very specific demographics or
needs and create diehard devotees from
within that group. You can always
expand your target after you gather
some momentum. Or you could
continue your focus and grow into the
key player in a smaller market. If you are
just starting out, you might not have the
resources to be “everything to
everyone,” so focusing on a niche
market can give you the opportunity to
get noticed.

13. IN ORDER TO SUCCESSFULLY DEFINE YOUR IDEAL CUSTOMER,
THERE ARE A NUMBER OF ASPECTS YOU’LL NEED TO
CONSIDER. AT THE VERY LEAST, YOU SHOULD IDENTIFY THESE
CUSTOMER ATTRIBUTES (WITH EXAMPLES OF EACH):
• Demographics (age, gender, income, profession,…)
•Psychographics (values, attitudes, belief systems,…)
• Lifestyle (geographic location, leisure activities, travel,…)
•Buying habits (brand loyalty, price awareness,…)

14. DEMOGRAPHICS (AGE, GENDER,
INCOME, PROFESSION,…)

16. PSYCHOGRAPHICS (VALUES, ATTITUDES,
BELIEF SYSTEMS,…)

18. LIFESTYLE (GEOGRAPHIC LOCATION,
LEISURE ACTIVITIES, TRAVEL,…)

20. BUYING HABITS (BRAND LOYALTY, PRICE
AWARENESS,…)