Market & Company Research
Market Research
Young Professionals
Definition:
“While the definition of a young professional can vary, generally they are characterized as highly entrepreneurial, civic-minded people between the ages of 21 and 40 with a college degree.” (Metro-edge, 2018)
Customer profile
Age range: 21-40
Potential Jobs: Nurse/Doctor/Office work/Entrepreneur/Model/Accountant/Software Developer
Potential interests: Fitness, Fashion, Photography, Travel, Socialising,
Lifestyle: Family, relationships, jobs, mortgage, bills, car, children
What would a Young Professional Wear?
My Interpretation of a young professional is someone who would wear similar clothing trends to those shown below. I plan to design a more smart-casual, office-wear range for AW19/20, similar to the following research.
Fig.1 - (Ref:Pinterest)
Fig.2 - (Ref:Pinterest)
Fig.3 - (Ref:Pinterest)
Fig.4 - (Ref:Pinterest)
Fig.5 - (Ref:Pinterest)
Company Research
New Look
I have chosen the retailer New Look because I feel as though they are young and trendy. The target market is for under 35’s which is perfect for a young professional range. I carried out company research before finalising this decision to gather some background information with current product ranges such as their women’s, petite, curves, maternity, 915, Men’s and its footwear. I found a timeline on New Look’s website which allowed me to understand what they currently sell, and their journey of how they are the well-established brand they are today.
Fig.6 - Company Research
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My Consumer Boards
Understanding your end consumer is vital, because it is who you are designing for, and who will buy your products. New Look’s market is for under 35’s for all men, women and children. However, we have established that a young professional age range is from 21-40. This means that although we might set it for 35 and under, it will not restrict others from buying from the range.
To have a more visual understanding of this market, I have created 2 consumer boards, making my own character profiles. This shows the 2 young professionals, where they may have responsibilities such as a job, car or a house mortgage, and have an interest in socialising with friends who they may not see often due to such a busy lifestyle. They may enjoy shopping, keeping fit or being on social media.
