Explanation should include
- demographics (e.g., age, gender, location, economic status)
- psychographic (e.g., lifestyle, goals, frustrations, habits, values, interests)
- behavioral (e.g., engagement, readiness to buy, purchasing history, loyalty)
- geographic (e.g., city, area, region, country).
Teacher Resource:
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 production?
Communication
- How does knowledge of 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 research the customer/target group?
- What are the consequences of incomplete or inaccurate customer/target market data?