Customer acquisition is the toughest part of running a fashion business & creating customer persona will help you get there.
When you are designing your fashion line, you have to be crystal clear whom you are designing it for. Because by the end of the day, it’s your customer who is going to swipe their credit card to make the purchase.
What is customer persona?
The customer persona is a generalized representation of your ideal client. Its purpose is to help you understand your ideal client so you can create a fashion line and marketing material that is specifically tailored to meet their needs, synchronize with their daily habits & fits their budget.
How do you create customer persona?
A typical way for gathering information regarding your ideal customer would be thru surveys, interviews, reviewing competition etc.
How many customer personas do you need?
It depends on your business and what stage you are in. eg: If you are just starting out, I would suggest starting with 2-3 persona's because you are probably designing a small line for a small group of clients.
But if you have already been in business and have data on your existing clients, you can have 5-10 persona's so you can tailor your next fashion line & subsequent marketing material towards them.
“Catching someone’s attention and being heard amid this streaming torrent of information is the greatest challenge of contemporary marketing.”
Adele Revella, CEO Buyer Persona Institute
What information constitute your ideal fashion client's persona?
There are 3 main categories regarding your ideal client that you should consider while creating their persona: Demographics, Psychographics & Where does your product fits in.
Let’s create a customer person for a fashion line. If you are Zara and targeting new Men's fashion line, how would you go about creating a client persona?
One of the persona’s for a potential client can look like:
(Please note, that brand like Zara might have 10-15 different client persona’s for their target market. The example shows just 1 of them)
Now you know how to create an ideal client persona for your fashion line. Keep in mind, these are directions and not hard fast rules. The more conversations you have with your customers the better you will be able to define your target market.
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