Title: Explain the components of the customer profile.
Course: Fashion Careers II (19201-36)

Explanation should include

- demographics (e.g., age, location, economic status)
- lifestyle (e.g., culture, interests)
- psychographics (i.e., the buyer’s habits, hobbies, spending habits, and values) (e.g., does one identify as an innovator or as a survivor)
- competitive analysis (e.g., comparables, adjacencies).

Teacher Resources:

Strategic Business Insights (SBI)

CLARITAS

Process/Skill Questions

Thinking

- Why is it important to know who the customer/target market is?
- How does the customer/target market affect price point, apparel design/silhouette, fabric selection, sourcing of materials, and how the product is produced?

Communication

- How does one’s research on a customer/target group assist in communicating and justifying budgets and projected profit?

Leadership

- Why is it important to understand today’s global fashion market?
- How does the economy influence customers’ buying habits?

Management

- Why should a designer always start the process by researching the customer/target group?
- What are the consequences of an incomplete or inaccurate customer/target market?