Target Consumer

My jewellery could be considered eco-friendly as it is made out of paper - a renewable material. This is something i would like to promote but not in the cliche 'green' way - i want to prove that whilst considering the environment my pieces are still wearable, fashionable and youthful. Alot of the designers i have looked at who use paper as a medium are contemporary, but still have that earthy, organic look about them which although is relevant, i think puts people my age off. (see for example www.saloukee.com)

This has lead me to consider my target consumer, which is very important before i develop my work further. Points to consider are:

• Who is my consumer? (Age, Income, Gender...)
• How can i ensure i keep meeting their needs?

To help identify my target market i have come up with a list of benefits and reasons why people would want to buy my product and from this I will identify the type of people who would be interested in it:

• eco-friendly
• alternative to what is available on the high street
• unique, fun, stand-out pieces
• hand made - not mass produced

...these are the unique selling points of my jewellery. Based on this my taregt consumer is:

• conscious of the environment
• trendsetters who have their own unique style and want to avoid the heavily mass produced pieces you find on the high street and
• likes having fun with fashion
• aged 18 - 35 (as my pieces are colourful and youthful but because the time put into each piece must be reflected in the price, those below 18 and not in employment may not be able to afford them)

Point to consider: develop retail price, shouldn't just aim at people conscious of the environment - as the pieces are colourful, fun and something different, people may buy them regardless of the envioronmental benefits - so i must take this into consideration when advertising and make sure i aim at all 18-35 trendsetters.