Current Consumer Demographics Mood Board

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My research, both primary and secondary, suggested that Topshop's target demographic was young women and girls aged between 15-30. I wanted to capture this profile within my mood board so I started to build a customer profile of the types of things this particular demographic have interests in. 

 For example, some of the things they do have interests in that makes them want to shop at Topshop are:

  • Social media
  • Fast fashion - no brand loyalty like the older generation 
  • Online shopping
  • Fashion focused - conscious of keeping up with new trends
  • Style on a budget - high street replicas of designer brands
In order to generate this profile in a mood board I focused on the main areas including social media and being fashion focused on a budget. Topshop have an app and a website that allows for online shopping which appeals to their target demographic as well as the option to shop from social media posts on Instagram. Topshop's celebrity collaborations (such as the Kate Moss one featured in the mood board) appeal to the target demographic as they are keeping up with the same styles worn by celebrities and feel like they are completely fashion focused but still on a budget that Topshop provides them with.

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