To create my customer profile I decided to visit my local River Island store in Guildford to get a feel of the average age and gender of people shopping in store. I decided to create my collection targeting the age range of 20-30 year olds, as I found when looking in the store the most common trend was aimed at business women/ young adults as it featured lots of suits and smart occasion wear.
My ideal customer for the collection i designed is a business women who shops for comfortable but sophisticated clothing, suitable for the warm weather of spring and summer. I want my collection to be in a price range for high street wear but not too cheap as my aim is for my clothing to be made out of high quality material which is sustainable and durable.
I will also be looking at the brand ‘and other stories’ which has a similar customer profile to me but designs much plainer garments suitable for the summer, compared to the river island style which uses lots of trims and brighter colours.
