In this session, we learned how to do customer segmentation based on demographic, psychographic, geographic, and behavioral variables. We then had to practice putting profile boards based on their look. Through this, we can identify the importance of identifying our target customers. Other than that, we developed an understanding of the importance of gaining competitor information to gain insight into their products, sales, and marketing strategies. We also practiced putting a shop report as a form of market research into competitors.

We were assigned to look for an interesting person from the Vogue street style website and find clues about what might their identity and lifestyle be, and then illustrate it with images and texts. I decided to pick individuals with each of them having individual styles to make a comparison and identify the differences there might be between each of them with the help of the images. I think I did quite well in terms of selecting them, as shown above, it is pretty much noticeable that all of them have distinctive styles. I had chosen five people at first and decided to go with three of them. To describe them better, I chose images that I think will match their personality and style. For example, the first customer profile was illustrated with colorful, fashion images. As for the last one, the images used were mostly darker and grungy in color. At some point, I had to change some images as they didn’t match the whole board when being put together. Looking at the results, I’d say the images match well with each other. Furthermore, during the process, I found out that I was actually supposed to do only one profile but I misunderstood the assignment and instead did three. But I thoroughly enjoyed doing this assignment.

Looking at the outfit pattern, sunglasses, bag, and especially the boots of the first person, I’d say he has an elegant, chic fashion style. He was able to match the colors and the overall outfit in a structured way. Although it might seem like a small detail, I feel like the flower in his bag accentuates the whole fit, it was such a great move to catch people’s attention. In my view, he’s a person who’s fond of branded items because of the Hermes bag, which is best known for its exquisite craftsmanship and its luxury. I also think he suits well in the fashion industry, maybe as the creative director. As for the second person, he looks like someone who keeps an eye on the current trends. The glasses, bag, and shoes he put on are on trend. If I’m not wrong, it’s a Balenciaga bag and Bottega Venetta boots, interesting color choice for the shoes though. In fact, I like how he’s wearing a revealing top, something men don’t usually wear in the past. I think it is wonderful that the world and our society are now open to more things, and how it has allowed people to express themselves more freely. In my opinion, the woman in the third picture has a streetwear kind of style, something very different from the two previous ones. Instead of colorful outfits, she wears achromatic colors, which is evident from the picture. The top and pants look quite vintage, so I’d say she is someone who enjoys thrifting. I see her as someone who enjoys dancing to hip-hop songs as the clothing pieces she wore are similar to dancers, especially the baggy jeans. At this point, it is noticeable that each of them belongs to different market segments.

Although the process of creating these customer profiles went smoothly, I did encounter some problems. I feel like I am too focused on the smaller details instead of the important ones, I was busy looking for the right font in each profile which made me have less time to develop my ideas and be open to different interpretations. Moving forward, I have to manage my time better so I am able to fully focus on doing my assignments and not miss out on the main points. Honestly, I was a bit in a rush in the end as a result of my poor time management, which quite affected my outcome. I reckon the results would give me more satisfaction if I had well-structured planning. I wish I had given more explanation as well, I feel like there should be more statements of why I am able to judge them that way. I suppose a deeper analysis of these people would be great for a better understanding. In the upcoming target customer assignment, I will make sure to have well-thought planning and consider broad-ranging areas during the observation to practice producing good analytical skills. However, I am contented that I am able to find ideas quickly, be confident in my work, and do the job independently in an organized way.