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 - instagram
- trends - snapchat
- liberal - facebook
- feminists - whatsapp
Where and How they shop Magazines and Blogs
- vogue
-online - cosmopolitan
-in store - elle
- dazed

Brands they wear/interact with Demographic

- zara - 18- 60/70s
- cos - female
- pretty little thing - young adults
- boohoo
- bershka
- new look
- urban outfitters

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

- chanel - univeristy
- prada - college
- louis vuiton - retail
- gucci - cafe
- alexander mcqueen - creatives
- retired
Fashion / Interior Needs Trends they follow
- colour - basic
- pattern - rinsed
- comfort - fast fashion

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- female Lifestyle- degree, promotions, working

Age- 18- 60s/70s

Generation- millennials, gen z, boomers, gen x

Social aspirations- work, travel, earn money

Ethnicity- white british, asian, black, multiracial

Marital status- single, married Self-image- intelligent, kind, talented, fashionable

Life stage- university, college, working

Occupation- hospitality, student Perceived values- university, save money, health, high social stanfing

Interests / hobbies- social media, socialising with friends, travel

Education- univeristy, college, sixth form
Attitudes / opinions, liberal, environmentally aware, feminist

Income- 20k+

Social class- 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

Housing type-, rent, owned

Size of City / Town- city