Retail and Media Research

As part of the customer profile research for Assessment 3, we are required to look into the areas of interest of our main customers. The idea behind who our main customer is and why they are targeted as our main customer has more to do with his/her beliefs, values, opinions, behaviours and lifestyle choices than merely just where they live or what they wear.

As I’m compiling my media kit for Assessment 3 of Research and Conceptualisation, I’ve been looking at competitors and nutting out my target market together with my demographics and main reader. Through this process, I have been able to really understand who my customer is and WHY, which has then helped me in writing the customer profile for this Professional Practice subject. This task asks us to really try and nail the MAIN customer for our projects based on evidenced research of the market.

I have been researching various media kits for different publications and have been going through various blogs, international and local magazines, online stores and media outlets that my customer would frequent.

In terms of Australian Stores I believe my customer would visit, I’ve chosen

  • Capital L: According to it’s website, ‘for the past 10 years Capital L has been a pioneer of boutique Australian fashion, selecting the most amazing creations from the best of our emerging designers, alongside an array of well established Australian and New Zealand labels’. I think my customer would frequent Capital L because my customer is interested in supporting new Australian talent, doesn’t care for following trends and would rather wear garments that are individual and can be styled according to their aesthetic.
  • Magnation: According to Magnation’s website, they are the ‘magazine specialists…also serv[ing] amazing coffee as part of our browse and relax philosophy.’. The store stocks over 4,000 magazines from around the world and are dedicated to showcasing niche magazines as part of their collection of mags. I know my customer would be interested in frequenting Magnation has it is a haven for the magazine addict!
  • Alice Euphemia: On Melbourne’s Swanston Street lies the one and only Alice Euphemia. Stocking only products made AND designed in Australian and New Zealand, Alice Euphema ‘prides itself on bringing you the best of  the local scene.  The jewellery is made in limited production – handmade and often a one off piece. Fashion labels are sourced from all over Oz.’ Like Capital L, I know my customer will relish the delight of home-grown Aussie talent and be inclined to support these emerging artists and designers in whatever way possible.

Regarding International/Online stores I believe my customer would visit:

  • The Strand Book Store, New York: The Strand Book store is New York City’s legendary home of 18 Miles of new, used and rare books, since 1927. I believe my customer would visit this international store because of its authenticity and unbelievable amount of resources. It is a joy to visit in the flesh, but no doubt that my customer will be perusing the online store.
  • The Museum of Modern Art in New York: I think my customer would frequent art museums any chance they had, but particularly the Museum of Modern Art. At the moment, there is a Cindy Sherman exhibition showing, and I know that my customer would be wanting to see this exhibition. According to its website, ‘The Museum of Modern Art seeks to create a dialogue between the established and the experimental, the past and the present, in an environment that is responsive to the issues of modern and contemporary art, while being accessible to a public that ranges from scholars to young children’.
  • The Tate Modern in London: As with the MoMA, I believe my customer would visit modern art galleries regularly. The Tate Modern in London is currently showing the first major Damien Hirst exhibition in the UK, (I’ve featured Hirst on my blog before) –  an incredible artist and photographer who has been an inspiration to me and my work. I think my customer would thoroughly enjoy the Tate Modern and viewing exhibitions from artists of such a caliber.

Regarding media my main customer would read, I believe they’d purchase:

  • Purple Fashion Magazine: Purple may be a competitor of mine, but I believe that my customer would read the bi-annual French magazine which was launched in 1992, because the publication targets individuals who are not interested in mainstream and commercial ventures, but rather, those who are excited by new and artistic visions of creative innovators. Since its inception, the magazine has continued to support new artists, photographers and designers and editor Olivier Zahm constantly pushes the boundaries, creates an artistic standpoint and aims to present an edgy view of contemporary fashion with a non-commercial approach. My main customer would view this magazine as a source of inspiration and as a new and innovative expression of fashion in an industry that has been taken over my many mainstream alternatives.
  • A Magazine: Whilst A MAGAZINE may be another competitor of mine, this biannual publication has become seen as more of a collector’s art book than a magazine. Each issue explores the creative mind of a designer as they are asked to ‘curate’ the publication. Each issue is in line with the chosen designer’s style and aesthetic, as personalised content celebrates the foundation of their practice. A MAGAZINE is a unique niche product where artistic content is fused with opportunities for collaborators, as their website concurs, ‘enabling the production of site-specific content that goes beyond common commercial restrictions’. Targeted towards individuals who are interested in art, culture and fashion, A MAGAZINE presents personal accounts from artistic and inspiring minds, in response to society’s rapid descent towards becoming part of ‘an increasingly homogenous industry’, and this is an area of interest that I believe my customer would be interested in.
  • The Fashion Theory Journal: I wouldn’t place The Fashion Theory Journal as one of my competitors, but I do feel as though my customer would look to this journal as an intellectual source of fashion-related information. According to its website, Fashion Theory ‘takes as its starting point a definition of ‘fashion’ as the cultural construction of the embodied identity…Fashion Theory provides an international and interdisciplinary forum for the rigorous analysis of cultural phenomena…’. I think my main customer would look to Fashion Theory as a really interesting and thought-provoking publication, and one that can be seen as a resource for many years to come.

Until next time…

♥ Bec