When creating our re-brand customer profile, it was important to research the current Balmain customer’s interests and age range to help us gain an idea of how to appeal to as many customers as possible.
Balmain’s current customer is in the age range of 30-40, an upper class business woman, who has interests in shopping at luxurious brands and treating herself on a regular basis to expensive clothes and food with her friends. Her music taste varies from mainstream chart music to rap.
When creating our new customer profile for our re-brand store, our aim was to appeal to a younger age range, who is a middle class graduate with a high disposable income. Of course we took into consideration that this customer wouldn’t have the money to casually spend on luxury goods but they often like to treat themselves once in a while.
Interests for our new customer ranges from making music and art, with a high interest in fashion. When styling themselves they like to dismantle boundaries between masculine and feminine as well as mixing their aesthetic. Their music taste mixes from Hip/Hop, rap, r&b and house.
