Design Project 1 | Composite Character Profiles

Composite Character Profiles

Online Shopper Ollie

• early 20s
• Browses stores/websites online (for specific pieces or just because)
• May buy multiple pieces and return whatever doesn’t work if the company has free returns
• Primarily shops online —> doesn’t have a car or struggles to access typical shopping spaces
• Purchases popular “drops” online via company websites
• Keeps up with trends
• Wants a cheap and tailored shopping experience
• Gets a lot of inspiration from social media/influencers
• Makes a “wishlist” for various shopping websites to either…
• save for later
• ask for as a present
• determine if they really need it or not
• Has a general understanding of sustainability
• Knows of unethical brands (i.e Shein, Zara etc.)

Thrifty Tina

• In their early to mid 20s
• Mainly purchases clothes from thrift store like Goodwill or Salvation Army
• Typically has more awareness of environmental impact of purchases than the “online shopper”
• Will still shop online or in-store for specific pieces that they couldn’t find thrifting
• May be unaware of the harmful effects of thrifting on marginalized communities or isn’t a priority
• May use social media to find inspiration

Classic Shopper Carly

• typically part of an older demographic
• Only shops in-store at clothing retailers
• Will pretty much shop anywhere (sustainability isn’t an important factor)
• Has some basic knowledge of sustainability in fashion
• Values good deals and quality in purchases
• contributes to the household —> has multiple people to care about/for

Colin’s Comment: You can also think about locations to come up with more CCPs. For instance, ever thought about the kind of shopper that goes to the Stanford Bookstore? Palo Alto Farmers Market?