Who is my customer

3 Sep

I met a young designer who created ‘mood boards’ for a global US fashion/apparel business. Mood boards are about colours and fabrics and accessories such as buttons etc. The fashion designers stock in trade and the fashion buyer’s guide to new season’s offerings. She told me that this company had an ‘ideal’ customer.

The ideal customer was a 30 something professional single male with a Golden Retriever dog. Sounds awfully simplistic doesn’t it?

If you think about it in target segmentation terms it says a lot in one small description.

Single = money to spend (lifestyle)

Professional = high earner/well educated (demographics)

Male = gender (demographics)

Golden Retriever dog = outdoorsy/sporty/casual

Whether you believe that your customers can be segmented as easily as this, try it.

Visualise your ideal customer/s.

And build on it from there.

The key to success in business in knowing who your customers are (and how they might change!)

Image

4 Responses to “Who is my customer”

  1. Rhine@theBlissPad September 9, 2013 at 12:50 am #

    i must say, i really adore the photo you chose 🙂

  2. cavegirlmba September 16, 2013 at 6:25 am #

    God, what I fantastic picture. A tiger hug must be so much greater than a bear hug!
    Needless to say, I adore the customer classification in terms of animals.

    • 1billionideas September 16, 2013 at 3:48 pm #

      Beautiful isn’t it? Dancing with the ‘stars!’

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