Target Personas

Target Persona

Jade

22 year old university student studying fashion in Manchester.

Sells clothes on Depop to gain more disposable income to spend on clothing. Most disposable income is spent on fashion. Enjoys scouring grandparents’ house for vintage gems which can be sold.

Loves the history and nostalgia attached to vintage clothing.

Enjoys how unique upcycled and vintage clothing is, and loves to post statement pieces on her Instagram account.

Is very aware of sustainability issues through University course and personal interests, avoids high street shops and fast fashion.

She enjoys spending time on her phone and social media, keeping up to date with influencer content and brands offerings.

Maya

32 years old, working as a PR manager in London.

Goes to lots of events such as weddings, and enjoys sourcing statement clothing that no one else in the room will have.

Happy to spend more money on quality items which will last a lifetime.

Following a promotion, Maya now has more disposable income to spend, deciding to make changes to shop more sustainably, such as shopping from local independent sellers and avoiding large retailers. 45, florist living in Brighton.

Looking to rehome garments which no longer fit or aren’t wearable, after a clear out during lockdown.

Fast fashion doesn’t represent her style, Lily enjoys quirky pieces which have history and a story. Wants to promote sustainable practices to own children

Only spends a couple of hours each evening online due to busy work schedule. Enjoys chatting to like-minded people online and hearing recommendations, but hates the constant adverts and over-saturation of social media. Follows a select few brands who are transparent and she feels she can trust.

Lily