Customer?

H&M seem to have a vast and wide range of target customers, from kids, to teenagers, to women and men, however their predominant customer tends to be a woman aged bewteen 15 and 35, here is a pen portrait that depicts a typical H&M customer:

Pen portrait of a H&M customer:


Who is she?
She is a young woman, around the ages of 16 to 26 years old looking for an on trend style at reasonably low price points.

Who do they want to be?
She is looking to be the girl that stands out in her peer group with an eclectic mix of style compiled of on trend items yet is also looking to fit in with the current trends that have trickled down from the catwalks.

What are their beliefs?
She believes in individuality and free expression, whether its by following up to date trends in fashion or whether its feeling comfortable in classic style garments and ultimately seeks a laid back, down to earth approach to life.

Where do they live?
She is likely to live in a bustling city or a cosmopolitan university town, surrounded inspiration for her own personal style.

Where do they work?
She is likely to be a university student, studying in order to realise her ambitions as a successful working woman, or perhaps working in the city in hopes of working her way up within a company.

What are their needs?
She need fashion garments that are both on trend yet at affordable price points as they are likely not to have a vast amount of disposable income.

What are their ambitions?
Her ambition is to be an individual yet on trend fashionista within her peer group that can always be depended on for fashion and style advise and her long terms goals are to fulfil her aspirations within her career and to become and successful and empowering woman.