AGE: 21

GENDER: Female

LOCATION: Manchester

OCCUPATION: Undergraduate student at Manchester Metropolitan University studying Fine Art. Has a part time job at Blue Rinse Vintage.

EDUCATION: University level

FAMILY STRUCTURE: Living on her own in student accommodation. Lives with her mum, dad and brother when at home. No dependents.

CONSUMER HABITS

She usually shops vintage but prefers to save her money to enable her to buy the odd staple luxury garment that is of higher quality which she will keep forever. She only buys clothes that she is certain will not damage people or the environment and is always researching about brands which engage with sustainability. She is always on the lookout for sales at her favourite stores and student discount offers.

WHAT SHE SPENDS HER MONEY ON

She likes to spend her money on going to events/music gigs/eating out with friends and traveling to different places and cities. She recently went interrailing with her friends traveling to places such as Budapest, Amsterdam and Vienna.

STYLE

She doesn’t care for fashion trends and tries to stay clear of generic fashion stores such as Topshop, Zara and River Island. She enjoys wearing stand out, bold coloured pieces of clothing and clashing prints, which she likes to pair with statement jewellery and accessories. She sees clothing as pieces of art and uses them to express her personal identity, which is confident, vibrant and friendly. Her favourite brands include: Blue Rinse, Reformation, Stella McCartney, Rag & Bone, UNIF, Big Bug Press and House of Sunny.

MUSIC

The 1975, Idles, Arctic Monkeys, The Japanese House, David Bowie, Prince, Stevie Wonder, The Clash, Thundercat.

LIFESTYLE

She is dedicated to living a sustainable life. She is a vegan who is engaged with animal welfare and the environment, and often goes to climate marches/protests. She is a member of Extinction Rebellion in her local community and often bakes cakes for events where money raised goes to environmental charities. She has a busy lifestyle, balancing university work with her part time job and going out with her friends.

HOBBIES

She is a regular reader of magazines such as I-D, and is interested in reading articles exploring sustainability. Magazine articles would therefore be a good way of engaging with this customer. She regularly goes to small, personal music gigs in Manchester with her friends and has an interest in underground punk rock. She also has an interest in the idea that music is used as an expression of ideology and loves band The 1975 for their concern with climate change. In her spare time she loves to paint and sometimes goes to life drawing classes to improve her drawing skills.