Customer Profiles

Core Customer: Lucy, a 27 year old Advertising executive, lives in the Centre of London in a shared flat with her best friend Amelia. She is single and spends her time either at work or socialising in London. Her specific ACORN group specification best fits D2 type 15 "Younger professionals in small flats". Lucy wakes up at 6.55 and gets herself ready for work. She prides herself on her appearance and professionalism and make sure that her hair and makeup is immaculate and her clothes are clean and freshly ironed. She loves fashion so although she dresses in business attire she always makes sure to add a fashionable touch to her outfit. At 8AM she grabs a soy latte as she is into health food/beverages, before heading to the office. At 9AM she holds a meeting at the advertising firm where she is an advertising executive. She briefs her team on what they need to do and who they will be meeting today. 10AM she works in her office on her MacBook PRO. 11AM she has a healthy snack from one of her GRAZE boxes that she gets delivered 3 times a week. 12PM she synchronises her iPhone to her Mac with all her appointments, reminders and meetings, she checks her emails and makes plans with her friends for tonight. She also checks her social media such as twitter, Facebook and instagram. At 1PM she has a business lunch nearby in health restaurant WAGAMAMAs, and orders fresh carrot and orange juice and a chicken ramen.  She manages to secure a new account and pays for dinner with the company credit card. 2PM she rushes back to the office to send press releases and samples for a new campaign she is working on for a customer via FEDEX, for next day delivery. At 3PM she pitches a campaign plan to a new customer. She also success and the clients leave happy, content, and excited to work with the Advertising firm. Lucy leaves work at 4PM and goes shopping for an outfit to wear that night. She buys a dress from Massimo Dutti, a jacket from BCBGMAXAZRIA and buys a new bright red lip stick from Estee Lauder in Harvey Nichols. 6PM she jumps on the tube home. The first thing she does is prepare her new outfit. She restyles her hair and makeup and by 7PM she is getting ready.  At 8PM she goes for dinner with her friends. They decide to check out the new sushi restaurant thats just opened and is the place to be right now. After dinner around 10pm they go for cocktails at an uber cool rooftop cocktail bar in the city.
When would Lucy wear Designer Duchess? For every social gathering and event. As a regular party goer, and social butterfly she takes pride in her appearance and loves wearing the hottest new brands and trends. The Faux fur coat would be her staple coat for autumn/winter and if she gets her hands on the limited edition ones even better.

Secondary Customer: Morgan, 35, wakes up at 6.55AM. She wakes her children up for school at 7.30AM. She makes them a nutritious bowl of granola at 8AM and  by 8.30AM her and her 3 children are leaving the house to go to school. After dropping them off she gets back to her house at 9AM and starts getting ready. She only uses animal product free makeup, skincare and hair products as she is a vegetarian. Her 3 children and husband are also vegetarian. She uses body care and skin care from Lush and Clinique and makeup from brand such as the body shop. At 10am she heads to town in her ford eco car. Once arrived at 10.30AM she goes to the farmers market to get fresh produce thats not only local, but organic. Being vegetarian she is constantly looking for new, fresh ingredients to experiment with in the kitchen. At 12PM she pops into Marks & Spencer's to buy clothing for her and her, her children and her husband. She enjoys shopping there because all the clothes are ethically made and they have a large range of organic clothes. Also because of the good quality and durability of the clothes. At 1PM she stops at crush for a lunch Green smoothie with an antioxidant booster. At 1.30PM she calls her husband at work, he is an engineer. She calls him from her iPhone just to see how his day is going and what time he will be back from work. She then goes home and cleans the house a little and does laundry using Earth Friendly cleaning products. At 4PM she picks the children up from school and because its a sunny day , does some gardening with them. Each child had a patch of garden which they look after and grow whatever they want. She prefers them to do this than watch the TV or play video games. Her husband comes home from work and helps her make dinner. She makes Quorn curry. Using spices and herbs from the indian market and they sit down and eat at 6PM. At 7PM she helps the children with their homework. She buys 100% recycled notebooks and notepads for them to work on. Finally at 8PM she sends the children to bed and snuggles up on the sofa with her husband to watch Planet Earth. The new David Attenborough documentary series. At 10PM they both go to bed and she sips on organic camomile tea before she sleeps. The ACORN group which best describes Morgan is Category 3, G, type 25 : Larger family homes, multi ethnic area.

When would Morgan wear Designer Duchess? Special occasions. Anniversaries, weddings, and reuinions.

Tertiary Customer: Louise, a 21 year old University of the arts London student studying Fashion Communications lives in halls of residence near the centre of London. She starts her day at 8AM. She has her breakfast at 8.15AM and has Special K. At 8.30AM she starts to get ready, she prides herself in hear appearance and has a large collection of hair,beauty and cosmetic products. Her favourites are GHD for her hair, and L'Oreal and M.A.C for cosmetics.She takes a picture of her outfit/look and puts it on sinstagram and her fashion blog. She then goes to university as she has a 9.30AM lecture. after her lecture she has lunch with her course mates and other creatives from her building at the student union at 1PM. This allows her to socialise and network with other creatives who , like her, love fashion. At 3pm she goes to the city centre with friends to shop, and browse at the latest fashions and collections in stores such as MANGO, ZARA, Kurt Geiger and Topshop. At 5PM she heads back to her private halls via London Underground. She goes for coffee with her flatmate at 6PM at the Starbucks around the corner. She tags her location on Facebook and twitter, and instagrams her coffee. Once she finishes there she goes home and cooks herself dinner. She has recently done her ALDI food shop and therefore has a few options to choose from however decides on chicken & vegetables as she is keen to lose weight and look good. After dinner she gets ready for a night out with her friends and puts on her trusty miss Selfridges little black dress and her Pandora bracelet she got for christmas from her parents. 9PM she goes to the flat across the road for a party and makes cocktails with her favourite liquors of Disarono Amaretto and Smirnoff Vodka. After a few hours there they decide to hit a cool cocktail bar The Alchemist around 12AM. 

Louise's ACRON group would be best described as 4K type 34 : Student flats and halls of residence.

When would Louise wear Designer Duchess? Every day. Being surrounded by fashion obsessed people her Designer Duchess coat would be not only a staple in her wardrobe but considered as an investment as it goes with everything and it warm and always looks good.