Customer Profile- H & M

A pen portrait is a written profile that describes the characteristics and shopping habits of the core customer. It provides a composite
picture of the target consumer which is built from primary and secondary research. A visual depiction is also useful – this should
include a portrait type image as well as images from lifestyle / food magazines etc. Use images that typify a range of brand / product /
lifestyle choices for that consumer – and combine drawing, collage, text

Interests and Opinions Social Media

-fast fashion -facebook
- trends -instagram
-social media -snap chat
- socialising -whats app
-twitter
Where and How they shop Magazines and Blogs
- seventeen
-online - cosmogirl
-in store - vogue
- elle
- cosmopoliton
- daily mail

Brands they wear/interact with Demographic

- new look - younger generation
- primark - 17- 40
- pretty little thing - teenagers 18- 35
- boohoo - children, men, women
- asos
- bershka

Brands they aspire to wear/have in their homes Emotional motivations

- zara - secondary school
- urban outfitters - collage
- hgh end fashion labels - sixth form

Fashion / Interior Needs Trends they follow

- basics - basic
- young trends - fast fashion
- comfort - following trends
- style - convenient
- cheap

At the beginning of any customer analysis is important to determine the segmentation variables that can be used to
classify and characterise consumers. Traditional segmentation falls into the following categories :

Demographic (age, gender, income, life stage etc), geographic (region / area, housing type, urban / rural etc),

Psychographic (the psychology behind the consumer behaviour – the idea is to decipher how they think and behave
and to work out why they purchase what they do) Usage and variable, (Such as actual benefits from products, brand
loyalty, price comparison etc)

Demographic Psychographic

Gender- all Lifestyle- school, socialising

Age- 17-40

Generation- millennials, gen z

Social aspirations- work, travel, earn money

Ethnicity- white british, asian, black, multiracial

Marital status- single Self-image- intelligent, comfrot

Life stage- school, college, work

Occupation- business, school Perceived values- university, save money

Interests / hobbies- social media, socialising with friends, make up.

Education- college,
Attitudes / opinions, liberal, looking for bargains, socailly aware.

Income- 30k a year

Social class- lower middle class

Geographic Other information

Region- south east, south west england Buying patterns :

Online, in store, the sales, for practical/replacement need, for fun /
leisure, special occasions, showrooming, web rooming etc. Other
motivations: celebrity follower, ethical etc
Urban /Suburban

Housing type- council, housing association, rent, owned

Size of City / Town- city, town