WEEK 4/5- Customer Revisit

After the weekend, I knew I needed to go back into my research and sort out who my customer was going to be, as I had started to confuse myself for who I was designing for and what was needed in my designs.

Originally, I was going along the lines of the customer being 25-50 who had a little more money to spend, lived in the city but escaped to the wilderness on their weekends/days off to get rid of the toxins of city living. However, I still wanted it to be look suitable in the city, still aesthetically pleasing and not over outdoor looking. Because of this, I started to get confused in what I wanted and needed to do for this customer, as The North Face do aim for this category (I hadn't found their gap). I knew I needed to reflect back, look at my customer board and ask questions of who I wanted my customer to be; like where does she shop?, does she travel around the world?, long trips?, etc.

After looking at my customer board, it was obvious that subconsciously I knew who she was I just wasn't expressing it in the right way. This lead to me starting to write things down, as I did this within my last project but hadn't in this one. This is obviously something I need to keep on top of when I do my research, so I have this clearer image in my mind.

My customer is a "Flashpacker", who doesn't mind spending a bit more when she travel for comfort and take technology (like camera, phone) as she has an Instagram. She lives in the city but likes to go hiking on weekends/days off to refresh her mind and she's into being organic and very eco-aware. I believe this is the perfect customer for me, as I have traveled a lot in my life and know the needs of clothes that function everyday.