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Moki Customer Profile

This document profiles the core customer for the clothing brand Monki. It analyzes demographics like age (16-70s, primarily Gen Z and millennials), gender (female-focused), and life stage (university students, young professionals). Psychographics examine lifestyle (chaotic and independent), self-image (good self-esteem but casual style), and interests like shopping, going out, and socializing. Typical customers follow trends but also stick to the brand's bright colors and patterns, and shop at Monki for its inclusive sizing and affordable yet high-quality recycled fashion.

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85 views3 pages

Moki Customer Profile

This document profiles the core customer for the clothing brand Monki. It analyzes demographics like age (16-70s, primarily Gen Z and millennials), gender (female-focused), and life stage (university students, young professionals). Psychographics examine lifestyle (chaotic and independent), self-image (good self-esteem but casual style), and interests like shopping, going out, and socializing. Typical customers follow trends but also stick to the brand's bright colors and patterns, and shop at Monki for its inclusive sizing and affordable yet high-quality recycled fashion.

Uploaded by

api-729987785
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Customer Profile

For Monki
A pen portrait is a written profile that describes the characteristics and shopping habits of the core customer. It provides a composite
picture of the target consumer which is built from primary and secondary research. A visual depiction is also useful – this should
include a portrait type image as well as images from lifestyle / food magazines etc. Use images that typify a range of brand / product /
lifestyle choices for that consumer – and combine drawing, collage, text

Interests and Opinions Social Media

- Size range- Wide range - Instagram/TikTok

- Uses Recycled Cotton/Polyester 95% - I’ve seen advertisement on YouTube for this range

- 5% Recycled Elastane High quality??

- Ethereal/ Casual fashion/ Business wear


- Retail workers/ Nightclub wear- including Mesh- office/
business- young Adults

Where and How they shop Magazines and Blogs

Browsing for clothes- quick buying Glamour Magazine- Lingerie campaign from 2019

Quick glancing as there’s lost of colour in this specific shop/ Interview Magazine- from 2009
eye catching
Bricks Magazine- campaign on Body Dysmorphic
Searching for specific garments/ different ranges Disorder Foundation- relating to there comforting size
ranges
Where?- Zara/ for business attire- Bershka- New University
students/ affordable prices

Brands they wear/interact with Demographic


Brands I think…
Bershka/ Pull and Bear Mixed Range- Concert Shopping
Stradvarius Old and young based- 16-70s years- Employee opinions
On the fashion- inclusive brands
Research Women/ Women’s Wear
City Life clothing- creative wear
Part of the H&M group – Owned by – Our Planets- based on Price Range/ Expensive
environmental policies in their supply chain, from carbon Back to school University students
emissions and waste wear

Brands they aspire to wear/have in their homes Emotional motivations


Fun/New
Buyers would aspire to wear similar fashion brands Buyers may feel more freeing and expressive
Selfridges/ Upper class expensive/similar wear Want to stand out like the shop
Weekday- similar price points to Monki- streetwear- Also Blend in with the colourful/bright interior
H&M Owned
Nasty Gal for the younger Buyers
Lucy & Yak – colourful pallet of Monki inclusive brand
Fashion / Interior Needs Trends they follow

Popular typical trends but also sticking to there brand


Colourful/ exotic colour choices buy enhancing there style- bright colours and patterns
Neon pallets
Creative and fun fashion- within prints and mesh Funky designs but also neutral for the more conservative
Fun patterns and expression of clothing audience

Leather jacket/ Bows on T-shirts fashion trends


Longer dresses and skirts
Shoulder bags In a y2K 2000s designs
Funky/ Patterned Tights
Also the jeans which were targeted at younger audience/
flares/ oversized skater/ Street fashion
Chunky belts with big buckles- pairing with the baggy
jeans/small top trends

At the beginning of any customer analysis is important to determine the segmentation variables that can be used to
classify and characterise consumers. Traditional segmentation falls into the following categories :

Demographic (age, gender, income, life stage etc), geographic (region / area, housing type, urban / rural etc),

Psychographic (the psychology behind the consumer behaviour – the idea is to decipher how they think and behave
and to work out why they purchase what they do) Usage and variable, (Such as actual benefits from products, brand
loyalty, price comparison etc)

Demographic Psychographic

Gender: Females- No male Section Lifestyle Chaotic lifestyle- through the people that come
in quick browsing because there always busy/ like to keep
busy- Not settled down yet- like there independency
Age 16-70s – very inclusive

Generation Mostly Gen z/ Alpha/ Millennial


Social aspirations – Making friends/ building
relationships – achieving there goals- could be
creatively/ being independent
Ethnicity All ethnicities I think would enjoy this brand

Marital status- Single/ recent break up looking for a new sense of Self-image Good self image/ look after themselves, from
style/ standing out- the chaotic fashion maybe not completely put together,
but trying

Life stage University student/ mid 20s office job- newly starting work
Also could be college looking to stand out in a new environment
Perceived values

Occupation -

Interests / hobbies Shopping, going out for picnics, No


Education Could have a degree/ A levels- Good education- as prices sports, Baking- Hanging with friends/ coffee dates-
are quite pricey Possibly reading

Attitudes / opinions Very opinionated

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