Introduction
Buyer personas are semi-fictional characters who represent your best customers according to the information about them and their usage of your products. These are research-based profiles that help businesses understand their customers’ buying habits, preferences, and patterns. By doing so, businesses can create powerful marketing campaigns that position their products in a better way.
By identifying your ideal customer’s motivations, pain points, and demographics, you can tailor your marketing efforts to meet their specific needs. In this blog post, we’ll discuss the importance of creating a buyer persona and provide tips on how to do it effectively. Whether you’re just starting or looking to refine your existing persona, this guide will help you better understand and connect with your target audience.
How to Build Correct Buyer Personas?
The key to creating appropriate buyer personas is to determine your target audience. The business type and industry also influence the buyer personas. It includes the parameters mentioned below:
- Demographic data like age, sex, income, educational level, and occupation
- Devices used by your target audience
- Their buying concerns and motivations
- Their favorite media and blogs
- Information obtained through customer surveys and interviews, sales data, user reviews, user testing feedback, and analytics data
- Data gathered through market research studies, industry websites, trade journals, magazines, and articles
Advantages of Creating Buyer Personas
- Defining the right buyer personas helps marketing, sales, customer support, and product teams in making better business decisions that enhance the profitability.
- It allows you to identify the customer pain points so that you can create more targeted communications and tailormade offerings.
- You are able to distribute content to the right channels as you know exactly where your potential customers spend their time.
- Detailing out the key buyer persona profiles helps ensure that all marketing efforts match the customer needs.
Today, we are going to uncover buyer personas for Fashion eCommerce brands.
Fashion Commerce Buyer Personas
Just like every industry, the fashion eCommerce industry also has specific buyer personas. The six types of buyer personas that apply in the field of fashion eCommerce are:
1. The Innovator
They are the early adopters of a new product.
Innovators believe that boundaries are for testing, pushing, and crossing. They are ready to try new brands and products, and past reviews don’t stop them from trying out new things.
2. The Perfectionist
They don’t mind paying a high price for the best product
3. The Value Shopper
They compare prices at different stores and end up buying the most affordable one
4. The Impulsive Buyer
They are driven by spontaneous decisions and an emotional instinct
5. The Bargain Hunter
They love discounts and promotions; they walk the extra mile to look for the best deal with the maximum discount
6. The Loyalist
Loyalists will buy from a particular brand even if the competitor offers higher discounts
More often than not, your buyer persona is a combination of these personality traits. For instance: Loyalist and bargain hunter, innovator and impulsive buyer, and so on.
Negative Buyer Personas
Just like a buyer persona represents your ideal customer, a negative persona is a representation of who should not be your customer. For example: If you are a premium clothing brand, value shoppers won’t be your ideal customer. Secondly, if you have launched a new product, loyalists might not be a good match for you.
Some Examples of Buyer Personas in the Fashion Industry
1. Jennifer Dawson
About her
Jennifer is a 20 years old girl, studying in the second year of her college. She is looking forward to getting into the software development industry. She prefers to shop online during her free time. She likes to keep up with the latest trends and get new accessories despite her busy schedule. She is a vegan and likes to buy stylish, sustainable, affordable, and animal cruelty-free clothes.
Interests
- Jennifer aspires to be successful academically.
- She looks for instant gratification with new clothes.
- She chooses comfort and uniqueness while shopping.
- Value for money is an important factor for her as she is still studying.
Challenges
- The clothes she buys don’t match each other and she has to struggle to find complete looks.
- Choosing the right size without trying it becomes a challenge.
- She is looking for clothes that make her stand out from the crowd.
- She is apprehensive about getting cheap quality items or products that look better online but are different in real life.
- Poor customer service is another deterrent.
Purchase Influence
Recommendations from friends and family matter a lot to her. Other than that, social media and online ads also influence the purchase decision. Brand name is not that important if she likes the product. Word of mouth works the best.
Channels she is most active on
Instagram, Facebook, YouTube, Coupon websites, and cash-back services
The Verdict:
She is the perfect target audience for an affordable fashion brand that caters to young customers. If you are dealing with unique clothing products, you must look for customers like Jennifer.
2. Tom Edison
About him
Tom is a 40 years old guy, working as a digital marketing manager in an MNC. He likes to wear formal clothes at work and casual, comfortable outfits otherwise. As he earns well and has a respectable position, he is a lot into brands. He prefers to go for big names rather than trying from a new eCommerce store.
Interests
- He prefers to wear something new everyday, without repeating his clothes.
- Style, comfort, and sophistication are the top priorities.
- He likes premium fashion products from top brands. For example: Shoes from Louis Vuitton, winter wear from Puma, clothes from Nordstrom and other high-end brands.
Challenges
- Despite spending too much, he is not always satisfied with the quality and fit of the products.
- As he is a loyalist, products get too monotonous for him.
- He has to often return the products as they look better in photographs.
Purchase influence
Brand name is the major deciding factor, followed by product utility and recommendations from peers.
Channels he is most active on
He is not that active on social media channels. He navigates through his favorite web stores to find what he is looking for.
The Verdict
As he is a loyalist, he is not the right fit for new brands. Premium fashion brands are best for him.
3. Kate Bull
About her
Kate is a college graduate who wants to leave a mark in life. She works as a beautician at a reputed salon. Her ambition is to get a high-paying job. She is constantly upskilling herself and honing her skills. As far as clothing preference is concerned, she likes sexy styles that bring out the best in her. She is inspired by celebrities and prefers online shopping as much as physical stores.
Interests
- Kate’s main need is to look like the celebrities she admires the most.
- Kate looks forward to overhauling her wardrobe with reasonably priced products.
- She would love to get expert advice on making the most of the outfits she has.
Challenges
- As Kate buys inexpensive clothes, quality becomes a major concern even if they look good on her.
- She is disappointed when she doesn’t look as classy as celebrities.
- Even though she cannot afford premium brands, she likes to be trendy.
- She can buy a replica rather than branded products.
Purchase influence
Social media influences her decisions the most. Celebrity posts on Instagram and collaborations make her an impulsive shopper sometimes. Product utility is not that important for her.
Channels she is most active on
As she is a beautician, she is active on Instagram and keeps checking reels relevant to her profession.
The verdict
Kate falls in the bargain hunter category and she might not shy away from being an early adopter if the product is good enough.
4. Chris Stewart
About him
Chris is a 48-year old man who is working as a professor in a college. He has a stout personality. So, he likes plus size clothing and matching shoes. As he earns a handsome pay, he doesn’t mind paying the full price for the products he likes. Discounts are not an attraction for him.
Interests
- He wants to grow a strong industry reputation.
- He wants to look good and create an image of a high paid professional.
- He likes logos that reflect a status symbol.
- He expects quality, esthetics, style, and exclusivity for his fashion items.
Challenges
- He doesn’t like mass market items. It frustrates him to see a similar product in the market.
- He is annoyed with bad customer service.
- Paying a high price and getting poor quality items disappoints him.
- Not all brands follow an inclusive approach. So, it is difficult to find chic plus-size clothing for men.
Purchase influence
Social media and word of mouth from peers are the main purchase influencers.
Channels he is most active on
Chris has to look really hard for stylish products that match his personality. He prefers Instagram to find suitable fashion items.
The verdict
He is a perfectionist and loyalist when it comes to buying fashion products.
Wrapping Up
Mostly, people are highly involved in the purchase process of fashion products. People don’t commit to buying before thorough research and trying the products. Defining the buyer’s persona becomes all the more important to address this complex buying behavior.
If you are in the fashion eCommerce industry, consider this blog as a central repository to ensure ongoing marketing success.
For a more detailed guide, best practices, and growth drivers that help you succeed in this competitive Fashion eCommerce marketplace, here is an eBook – From Wishlist to Wardrobe: A Playbook for Fashion Commerce Success, carefully crafted especially for the industry.
Hope this success guide helps your fashion brand level up in this cluttered eCommerce landscape. And for everything eCommerce, we are here to guide you through! Get in touch with us.
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Minal Joshi is a content marketer at Krish with a flair for eCommerce and Digital Commerce aspects. She is a MarTech fanatic with a knack of writing with which, she helps brands to curate, create, & commence digital brand positioning. Sharing insights via articles, case studies, eBooks, Infographics, and other forms of content creation is what she lives for. Being an ardent traveler, when not writing, you'll find her sipping coffee into the mountains or petting a stray.
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