Creation of a customer profile
By identifying potential target markets for the proposed product, it is possible to prepare a customer profile for each one. Profiling characteristics such as age, gender, occupation and geographical location are considered, together with lifestyle characteristics as used in market segmentation.
Once these target markets have been identified, the attitudes and perceptions of potential consumers may be researched. Different groups of consumers have different needs, and by addressing the variables associated with buyer behaviour, it is possible to identify the product attributes that will appeal to each target group.
The information necessary to write a customer profile is available from several sources, both primary and secondary. For example, trade press, reports from fashion shows, sales staff, industry analysis and buyers can all be called upon to supply information.
The identification of specialized target markets is as important to the area of fashion retailing as it is to fashion design. Many fashion retailers (Next and GAP, for example) have deliberately targeted very specific niche markets, in an attempt to differentiate themselves from the competition. Emphasis has been placed on the development and acquisition of appropriate merchandise to satisfy particular market segments.
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