Demographics:
Age- 64
Gender- Female
Occupation- Retired Headteacher
Education- Masters Degree
Income Level- Middle-Upper Class
Income Bracket- £45,0000
Marital Status- Married
Nationality- White British Children- 3 Daughters
Interests:
Hobbies: Attends a yoga class-3 times a week
Shopping: Goes shopping twice a week
Travel: Likes to go on holidays: Dominican Republic, Paris, Greece
Activities: Knitting, Reading, Painting, Going out for coffees, Gardening, Spending time with grandchildren
Geographic:
Location: Cropston, Leicester
Postcode: LE7 7GA
Climate: Raining, Cold, Unpleasant
Accommodation: 4 Bed detached house
Goals:
WantsGood quality – Experience – Customer service - Warmth
Favorite Retailers-
Pain PointsNo stock – Complications – Stressful experience –Unhelpful staff
Bio:
Margaret is a very caring and friendly lady which enjoys sharing her time with family and friends. In her spare time she enjoys a spot of in store shopping and coffee dates with her friends. She is very traditional and has limited technological experience, with Facebook as her key social media platform. Margaret uses this to follow her favorite retailers pages and interact with family members, sharing images of her holiday destinations, pictures of her grandchildren and two dogs. She likes to shop at a store for a nice experience with quality items and a place that contains everything; Food, Clothing, Beauty, Home, Café. She would rather spend extra money for a better product.
Favorite Outfit-
Jersey Straight Leg
Trousers - £25
Pure Cashmere
High Neck
Jumper - £85
Pure Cashmere
Oversized
Scalf£150
• Be more sustainable
• Remain healthy
• Keep active
• Travel more widely; Asia
Personality Traits:
Creativity:
Kindness:
Wealth:
Traditionalist:
Outgoing:
Loyal:
Fashion Preferences:
Material: Cashmere, Jersey
Item of clothing: Knitted high neck jumper
Seasonal: Winter - warmer garments
Footwear: Steady and comfortable pair of lace up boots
Price: £20-£150
Quality: Willing to pay extra for good quality
Trends: Wants basic items, doesn’t follow trends
Leather Lace
Colour: Neutral, Black, Pink
Margaret Winfellow Up Boots - £79
M&S consumer isn’t fussed about trends and tends to like more basic items which can be worn for several years therefore meaning its a slower paced fashion changing environment ‘Laggards’- referring to Rogers Diffusion of Innovation model.
Staple pieces such as printed T-Shirts, wide leg trousers.
Better quality clothing for a slightly higher price.
Blue/ Green color palette is very popular in store and online.
Entry price - £10, Exit price - £47
Inspiration- Interior and housing magazines which was easy to find to include in the mood board.
Consumer has high expectations.
W Dark colors aren’t very popular especially jackets and T-shirts as well as the phasing being S/S24 which indicates brighter and more colorful tones.
Longer length coats such as trench coats weren’t selling very well and were much less popular- could be due to trip hazard which an elder consumer would be more cautious of.
No promotional lines as it may portray a bad and messy image to consumers when entering the store.
O Bestsellers (summer wear) - Denim Jacket, Loose fit cream trousers, comfortable strapped sandals, blue/green color theme.
Occasions such as Mother’s Day and summer holidays which all take place in spring or summer mean that core consumers will need to buy outfits for these occasions.
Trial product- Maxi Tea Dress with short sleeves is very popular so there could be an opportunity for longer sleeve which could be worn in more types of weather conditions and temperatures.
Competitors- John Lewis, Next. Which have very similar price points and quality of clothing.
T John Lewis also have more luxury brands within the store which may indulge the consumer to buy something more higher priced.
Next can have more affordable priced ranges as well for core products such as cotton T-shirts, which could be more popular, if the same quality is priced lower.
Brands they aspire to- Jigsaw, Boden, White Stuff which have similar products with a higher price point which M&S core consumer may purchase as a more luxury treat.
This basic mid-wash denim jacket is designed very similarly across all three stores. They are all made out of 100% cotton and have very similar detailing, including the amount of pockets and arrangement of buttons, hence the price is all extremely close. This can now indicate the precise price that the consumer will pay for the denim jacket in the new range.
When researching the bestselling dresses in the M and S store I found that the ‘tea dress’ was the most popular throughout the actual store and online. Even though these three dresses aren’t made out of the same materials the most commonly used fabric was viscose which will determine the similar pricing as it a more expensive and premium fabric compared to fabrics such as jersey. Although the consumer will not mind paying a higher price for a higher quality product.
The tie neck blouse was a very popular item for the core M&S consumer. When researching the similar shirts to complete the like for like I found that across the three stores they were all priced very different. Even though M&S and John Lewis had a similar pricing, John Lewis’ was slightly cheaper which will be due to the lack of detailing on the sleeves and also using less fabric by the neck for the v neck. The Next shirt was noticeably higher as it was a much more premium branding ‘Banana Republic’ with a 100% silk composition which will be a much more expensive fabric to purchase.
The prints on these T-Shirts are all very similar indicating that the colors used are popular sellers. For the printed pattern in the range I want it to be very impactful like the designs on these garments without being overpowering. The prices are all very similar as the same techniques of screen printing would have been used across all of these T-shirts. They are also all made out of the same fabric composition, 100% Polyester, which makes them very affordable but made at a better quality than shops such as Primark, which will sell them at a much lower price. The difference with the M&S T-shirt would be that 30% of the product has been recycled which is very much suited to the target consumer.
Linen is a very summery and comfortable fabric which is very suited to the core M&S consumer who is more interested in quality and comfort than the latest trends for the S/S24 range. The prices of the Next trouser and M&S trouser is the exact same setting a strong price point for the standard linen trousers, however the Tommy Hilfiger trouser found in John Lewis is a much higher price due to premium branding and fabric being 100% linen whereas the other two products have 55% linen, 45% viscose bringing the price down.
Wide Leg Linen Trousers
£25.00
Linen
55% Linen 45% Viscose
Size Range- 6-22
Patterned Jersey T-shirt
£11.00
Single Jersey
95% Cotton 5% Elastane
Size Range- 6-22
Buttoned Wide Sleeve Maxi Dress
£47.00
Viscose
100% Viscose
Size Range- 6-22
Tie Neck Puff Sleeve Blouse
£30.00 Polyester
97% Polyester 3% Elastane
Size Range- 6-22
Mid Wash Fitted Denim Jacket
£40.00
Denim
100% Cotton
Size Range- 6-22
Istock (2023) Available at- https://www.istockphoto.com/search/2/image-film?phrase=silhouette+of+the+denim+jacket.
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