SECTION THREE
The Market
Describe your target customer:
My target customer for this collaboration is a young female aged between 18-30.
She would currently be attending university completing a degree or working in a
professional role in the city. She often visits posh bars and restaurants, usually
based in London and is always dressed up for the occasion. She is a keen social
media user and followers some influencers on social media. She loves fashion and
enjoys wearing bold prints and colours, especially in the summer.
What prompts your customers to buy your product or service?
As Georgia Toffolo has a large fan base, this will encourage people to give their
custom to the brand when the collaboration is in stores as she can promote the
range on Made in Chelsea and also through her social media platforms. Also, the
20-piece range will still be in keeping with Ted Baker’s style so their loyal
customers will continue to give their custom to the brand.
What factors influence your customer’s decision when choosing which business to
buy from?
Factors such as the pricing strategy, the standards of quality of the products that
the business sell, their returns policy, delivery costs (when shopping online) and
convenience.
How will you cater to your customer’s needs?
I will cater to my customers need by providing good quality clothing at a good
price, without losing the exclusivity of the brand. I will have a fair returns policy
and ensure that customer service is a priority throughout all stores. The clothing
will be suitable for the younger market I am targeting without losing the brands
classic image so loyal customers will be able to purchase the new range as well.