Customer Profile/Line Info
Brand Name: ell.
Age Range: 22-32 years old, but mentally/emotionally suspended between childhood and adulthood.
Occupation: She is a young professional, working a 9-5 for wages to fund her valued free time adventures. She may be in advertising, copywriting, public relations, or architecture. She loves her job and dresses professionally, but the majority of her wardrobe consists of “play clothes” for adults that she sports after work and on the weekends.
Annual Income: $35K—$50K
Education/Institution/Degree: She graduated from the local state university with a bachelor of science in communication/advertising/marketing. She chose this school based on federal grants and in-state tuition so she could graduate without debt. She was involved with the school paper/radio, and she interned at a local television production studio. Education was an important accomplishment, but 4 years was plenty for her to begin her career.
Residence (type/location): Her single-floor, 1,200 sq foot, suburban house is a century old, slightly lacking in stability, but making up for it in charm. Decorated mostly in clean neutrals and muted pastels, her home is a soothing escape with whimsical flair, boasting abundant handmade accoutrements from the local market and vintage trinkets acquired via inheritance or thrifting.
Marital Status: She has been planning her wedding day since she received Dream Bride Barbie, but if she has not yet tied the knot, she’s not necessarily in a rush to do so. If she’s met her “Ken”, they are newlyweds just beginning co-inhabitance and compromises while still very much infatuated. If he hasn’t popped the question, or even come along yet, she’s a dreamer and patiently waiting for Handsome to ease his way into her simple life.
Spouse’s Occupation: If hubby exists, he is in civil/environmental engineering. His job pays him well enough to support a single-income family (but she works anyway). He works for the city, trying to make civil structures more sustainable, and environmentalism infiltrates his entire life—work, play, and home.
Children (ages): Since she still feels like a child, she has no children….yet.
Leisure Activities: She loves to go on a nightly bike ride with her husband after dinner. On the weekends, the couple travels to nearby nature reserves for hiking, swimming, climbing, or just skipping rocks. It’s not unusual for the couple to be spotted on the playground at the neighborhood park or throwing Frisbees into the river for their dog to swim-fetch. They are also avid indie-film movie-goers. Her long list of favorite activities is indicative of her sporadic and spontaneous personality. She thrives on unpredictability, risks, and the instantaneous.
Vacation/Travel: She saves 10% of every paycheck so she can look forward to her one week of paid vacation per year. She only travels to conferences for her job, which are held in larger cities throughout the US, so she chooses paradise and relaxation over sight-seeing adventure for her time off work. She finds the best paradise deal on travel websites and hops a plane to vitamin d, sea breeze, and exotic sights.
Favorite Designers: She loves environment-conscious Stella McCartney. Alexander Wang, Fendi (except for their furs), and Miu Miu are other favorites, but she looks to these designers for inspiration, only buying limited classic “must-haves” from higher-end brands.
Favorite Stores: She shops on a budget, but not for cheaply constructed garments, so she looks to J.Crew, Gap, Madewell, and Zara for her shopping fix, only stopping ever-so-rarely at Saks Fifth Avenue and Barney’s New York (only during trips to the City for the occasional Stella McCartney or Alexander Wang). She could window shop yuppy, semi-urban/urban boutiques for hours if given the freedom to do so.
Current Trends: Current trends that really capture her attention include sustainability, soft materials, sheers, simple lines, wearability/versatility, and simple palettes/dark--neutral tones.
Demographics
Age: 22-32
Gender: female
Income/Socioeconomic Status: single [$35K—$50K, middle class], combined [$70K--$120K, upper middle class]
Marital Status: single or newlywed, no kids
Ethnicity: not specified
Location: suburban America
Garment
Year/Season: Fall I/2011
Store to Sell: Stand-alone “Ell.” boutiques, select Bloomingdales. stores
Price Range: contemporary, $160—$300
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