Targeting of DE.NIME

Looking at customer profiles allows a company or brand to effectively reach their target customer/market. Segmenting people by gender/age/income/values etc... allows you to concentrate on which mediums to use when communicating with your audience.

For my brand I have looked at my target customer from two different views;

Demographics: Age/Income/Gender/Ethnicity/Education Level/Values

Geo-Demographics:/Interests/Lifestyle/Purchasing Behavior/Attitudes/Spending Volume/Location


DE.NIME Customer:
DEMOGRAPHICS
18-28 male & female, income is most probably a student loan-£30K per year, ethnicity is from all backgrounds however the DE.NIME customer is most probably going to be someone into the way of life in London and familiar with its culture. Education level is student-degree level or newly higherd at entry level jobs. Their values are most likely to include current affairs/equality/fair and truthful pollitics/ freedom of expression and culture.

GEO-DEMOGRAPHICS
Interests: Art, fashion and pollitics they will be regular visitors at new exhibitions and museums, and will be fond travellers. readership of art and high fashion magazines will be high and their social life is active.

Employment: The lower end of the age bracket are students it them progresses onto entry level employees for indsutries such as media, arts, fashion etc...

Purchasing Behaviour: Although most people in this age bracket will not have a high income, the majority of it will go on rent and clothing. Their spending habits will be regular however they do not buy into fast fashion or throw-away trends.

Attitudes:Buys into vintage and unique pieces, and will spend alot if they belive it is a valuable and individual piece. customising clothes and edgy new concepts is something that they persue.

Location:Most likely to live just outside of central london E.g east London-Hackney/Shoeditich. they go out and shop in these areas also as work/university is more central.


Acorn Profile: TYPE 55
Their E-Type profile: Is most likely to be Group B and Group E these groups contain both ends of the 18-28 bracket. They both frequently use the internet and are socially active entertainment seekers.