As I have been designing and developing my final garment I have had to come with a target audience for my garment. Now in my head I thought this would be pretty simples but as my garment is Visionary rather than Ready-To-Wear or Couture it proved rather difficult. Visionary basically means not an every day piece, whether its a statement piece for a collection or for a gallery or just purely to put a designers name on the map.
This led me to decide to put two different audiences together as I want to use the idea of my garment being a statement piece at the end of collection on the catwalk. This would mean that the rest of the collection would have aspects of my design within it, so I can picture it to be very masculine and tailored, involving deconstruction and suits.
So for the watered down version of my garment the audience I decided that my target customer would be is that she would be working in the creative industry, she is aged around 20-30, is single and has no children. She has an annual income of £35,000 and lives in East London where it is very stylish and creative. She takes 2 holidays a year to somewhere like Dubai where stye is still key and wears clothes sizes 8-10. She likes to shop in designers concessions in Selfridges but also likes independent/contemporary boutiques, she is an impulse shopper and is trend driven but still adds her own twist to trends. When she shops she buys for work and social functions and doesn't have any body conscious issues. Her spending bracket ranges from £500 to £850.
She reads Another magazine as its quirky, TANK as it involves art and Elle as its full of fashion and trends. Her biggest dislike is 'Fast Fashion'. I can also see her to be very involved with social media such as Twitter and Instagram as well.
As I have come up with a customer for a watered down version of my collection I had to come up with a customer who I could see wearing my actual garment on the catwalk, I wanted her to be fresh and modern with strong features and a defiant look about her, I thought of Cara Delevingne instantly as that description basically sums her up! Most designers have commented on how fun and crazy she is which fits perfectly with my target audience, she is also very much involved in social media using Twitter and Instagram on a regular basis. She wouldn't have a spending bracket as she would more than likely get free stuff sent to her but as a designer I applied this question to myself and came up with the costs of fabric at £50 to then sell the garment at £5000, I am able to use fabrics at any price as Visionary isn't about the quality its about the garment its self and the design. Cara also has the masculine edge to her style which is a key feature in my design also she is British born and grew up in London which is where I based my customer.
oxo
