hi. when I opened handcut nearly a year ago (the real-life willoughby road crows nest shop, not the online shop that's coming soon)– market research had been conducted around the store (which included me drinking many a cup of tea at local cafes) to make sure that the area had the right demographic to come shop and spend their hard earned money in my store.
My average client should have been between 18 and 30 – the 'Jennie' of this world who loved to shop, had a uni degree, understood sustainability and ate organic food [cos the research says it's better for you ] and was enjoying a rental apartment and having a holiday every year.
Over the last month we've collated, merged and purged our data base to find that Jennie has moved – we now have Elizabeth, as our target client. Beth - or Lizzie as she is known by her friends - is a woman who has children who are finishing their academic studies and is no longer needed to do the school drop offs, class parent or canteen duties.
She realizes there is more to life. There is only so much tennis to be played, lunches with friends and shopping one can do – and has decided to go back to work. So with resume in hand, Lizzie needs to create her own style. She doesn’t want to look like the receptionist or gorgeous secretary but like a fashion-thinking, environment-conscious individual. She is the new handcut girl.
1 comments:
i think comments are working?
Post a Comment