CUSTOMER ANALYSIS

When researching the ideal customer for Missfits, I envisioned a fun-loving, positive young woman in her 20s called Sophia. She is a Gen-Z consumer who flexibly works a 9-5, from her home or the office. Having a hybrid job encourages more of a work-life balance. This is something that Gen-Z search for, as they want to earn but also have experiences.

Through research, I have learnt that she is very active on Social Media – specifically Instagram and Tik Tok. Gen-Z also use these platforms to find ‘outfit inspiration,’ that is often worn by fashion leaders like Sophia. She is very on-trend and this is reflected throughout her Social Media Posts. As a side hustle, she influences her followers – posting what she is wearing so girls can ‘copy her look.’

On the weekend, and in the evenings, Sophia enjoys shopping on the Kings Road or in Oxford Street at Selfridges. She is one of many Gen-Z girls who shop here, as they desire high quality items that last – making them investments.

More recently, shopping sustainably has become a priority to Sophia. She wants to make the switch from fast fashion, to slower more environmentally friendly brands. On her recent trip to Greece, she got to visit a turtle sanctuary that was helping to protect them by removing plastic from the ocean. Since seeing the environmental effects of plastic, she is consciously trying to live in a more ethical and sustainable way.

The Diffusion of Innovation Theory was created to highlight the amount of time it takes for innovation (fashion) to reach consumers.

I have placed my brand on this diffusion of innovation curve in order to visualise where my consumer is, compared to my competitors.

It will be based on girls like Sophia, who are early adopters of trends.

I have placed Missfits in -between the innovators and early adopters because the brand creates trend driven pieces that have only been seen previously on innovative designers – such as Gucci and Dolce & Gabbana .