Finding Your Customer
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Every brand is faced with the same challenge, finding your customer. Without your customer, you have no one to buy your product, so it is integral that sufficient research is done to identify who they are, what they like and where to find them. With a saturated market of competition, brands may struggle to compete, especially new brands without a background or reputation that the public trusts. As a brand you will be building a relationship of trust with your customer to keep them coming back.
People are creatures of habit, with a strong resonance in their emotional intuition. If they have a positive memory or association with a brand they will return to it, this works the same as a negative association, so getting a customer back from a negative experience would be an arduous task. It is a much simpler task to gain new customers and keep them happy. Having said that, not every brand is for everyone and that’s ok, we are catering to a world of personalities and body types.
Customer research is about identifying the consumer for your brand and targeting them effectively. By setting research parameters, you can develop your marketing campaigns and use the analytics of social platforms like Facebook and google to put your product in front of your customer.
Demographics
Demographics is the term used to describe a person's circumstance; : Age, Gender, Marital Status, Education, Employment, Income. The demographic factors that define a person, also help to shape their priorities in products. Their circumstances can determine how much spending they have and for what type of product or service. A person's age group, family status, and income can tell what stage of life they are in. This information can determine how you choose to approach or appeal to attract a new customer. When developing your marketing campaign you are able to set target preferences.
Gaining Consumer Insight
Psychographics
This term describes the behavioural values of a person; Lifestyle, Hobbies, Interests, Shopping habits, Values. Behavioural traits are what defines your customers attitude toward theory purchases, such as their attitude towards money and how they spend it. This attitude is the difference between a customer that will spend $300 on 1 item they perceive has worthwhile value; this could be a consideration to the brand, designer, quality or make. While another customer will spend $300 on 100 items which they perceive to have greater value; this can be a consideration to quantity, needs or functionality. When developing a product, analysing the behavioural traits of your customer will help you understand their idea of value for money. With this information you can set your brand in line with a pricing structure. Your product must reflect the price that appears as good value to your customer. This may also involve identifying features and details that add a sense of value for customers such as easy returns, free repairs, using natural fabrics etc…
Geographics
The geographic location refers to the environmental factors that surround a location; Country, region, town. The location a person resides, can tell you some information useful not only for targeting in marketing campaigns, but it also contributes to more about a person's personal situation. A location can be an indicator of income, lifestyle and family status. Suburbs are divided by their value and can shift over time, changing the socio- economic landscape. For example, as the population increases in central cities due to employment or education services, nearby suburbs may experience growth in demand and be subject to higher value living spaces. A customer profile is used to gain insight into your customers concept of value. Knowing their values can tell you what qualities they will consider in their purchases. E.g. Durability, quality of make, cost for value, quantity for dollar amount.
Branding
Your branding pack should reflect your brand style as well as what would appeal to your customer. If your your brand is kids, mens, active, sleep etc... Every aspect of your branding should reflect your product style and be clear to the customer.
Marketing
Knowing your customer profile can help you target your marketing promotions through social platforms.This can also indicate key selling periods for your customer. Every year retail follows the same promotional calendars for products from seasons to events, this is a constant repetition where the timing of promotions is key.
Design
Your customers preferences can help develop design details to male products more appealing. This can be done by asking 'does my customer want pockets?' 'Does my customer like loose falling silhouettes?' 'Does my customer like knee length or midi length?' Each question can help a designer consider aspects to please their customer.
Survey
Creating a customer survey is a useful tool to gain further opinions and insight into the consumer mind. This can be done by passing a questionnaire around your friend and friends of friends circle, through Facebook or a general public setting with prepared questions. Some helpful questions to start with can include: What price range do you mostly spend on 1 item? What do you consider before making a higher value purchase? What are some of your favourite items? What details make them your favourites? Do you purchase for others in your household? Would you place higher value on quantity or quantity? Is country of make important to you? Is fabric type a consideration when you shop? How often do you shop for (insert your category; sleepwear, activewear etc...)? What prompts you to shop for these items?
Feedback
Gaining feedback on your product can help for future considerations. This is best done at the sample stage before production. This way any small changes can be actioned quickly such as: add pockets, lower necklines, lengthen hemlines etc... The best practice is to get samples in each size or colour to fit on different body types and skin tones. This can provide more diverse opinions and explore a wider audience.
Showcase
Offering a sample showcase or pop up event is a good way to get first hand impressions from a wide audience. Check local fashion week events and pop up space to coincide with events. This can also allow an opportunity for pre-sale. Showing the samples of your garments can give a realistic impression of how customers are responding to the product and brand. Engaging with the public can open up a new avenue for people to connect with the brand and its story.