The target consumer for 45°55’N is represented by James and Dan. Their interest in design-lead, functional skiwear brands highlights them as the target consumer for the new Christopher Ræburn skiwear sub-brand. Their interest in ethical brands is also apparent within their other purchasing and spending habits, believing it to be “cool if a designer makes ethical stuff, if it’s still high performing and warm, then that’s an added bonus” (Survey monkey 2012: questionnaires). This presents the viability of such a designer into this area of the skiwear market. James’ and Dan’s appreciation for functionality and versatility in design indicates a gap in this market for an ethically aware functional sportswear designer. Alongside this consumer identifier, the following two opinion formers are representative of the more competitive consumer demographic. Whilst James and Dan ski semi-competitively within their own ski environments, As Max and Ross Hammond ski pro-competitive for the England free-style squad, this highlights an increased demand for skiwear functionality above the desire for aesthetic design. Taking both pairs of opinion formers needs and product requirements into consideration, the 45°55’N skiwear collection and sub brand of Christopher Ræburn aims to target both these areas of the skiwear market.