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GENDER: Female.
AGE: 16-24 year olds, the collection is for teens and young adults.
OCCUPATION: Student at university, college or school.
INCOME: As the customer will probably only have a part time job due to studying, their disposable income will be considerably lower than ALLSAINTS usual customer.
LIFESTYLE: The customer would probably be studying a creative study such as art or fashion, and enjoy travel and music events such as festivals.
LOCATION: As most of the customers will be students, they will probably be living on a university campus.
HOBBIES: Shopping, photography, art exhibits.