This week I have been working hard on my A3 brand boards. I have really enjoyed the process of making them so far and it has allowed me to think deeper into my consumer profiles for the Fortitude brand to make sure I get them right. After all, it’s all about the consumer.
In my previous blog post I mentioned how I discussed consumer profiles and target audiences with Evie (the designer). We conclusively said that the first and foremost consumer will be extroverted, unique and enjoy wearing statement clothes, and that a second consumer would be more so concerned about the environment and the deeper meanings and messages behind the brand. After doing some more thinking and research, as well as seeing examples, I realised that there could maybe be another/tertiary consumer profile group. Fortitude is designed to be perceived as very much high-end and luxury, and so it would make sense that at least one consumer group has luxury/affluent consumer qualities. This is why I decided to create another consumer profile that encapsulates this.
It is still a work in progress so my ideas/names may change slightly, but for now I have decided on three consumer profile groups that fit perfectly with the Fortitude brand.
Primary consumer: The Rebel
Fortitude’s designs are going to be incredibly statement and out-there, not to be worn for every day use. This is why the primary consumer is confident and extroverted enough to wear these types of garments, and truly not care what people think.
Secondary consumer 1: The Eco
This consumer profile group has not changed massively since I first outlined them. As mentioned before, they are the ones that are more concerned about the message behind the brand and resonate with the brand’s values in that change needs to be made before our oceans become damaged forever.
Secondary consumer 2: The Affluent
This newly considered consumer will be the one that has a lot of disposable income to invest in luxury garments such that Fortitude will sell. They desire the concept of exclusivity and are not afraid to flaunt their wealth and ability to invest in garments like Fortitude's.
Komentarze