My target reader – more defined

  • male or female
  • btw 21 and 38 years old
  • works in fashion, art, journalism, PR, (graphic) design, TV or studies on a design or art orientated course
  • well-educated and ambitious
  • interested in fashion, art, music, design, photography, literature, history, different cultures (nothing to mainstream as he/she doesn’t want to be seen as mainstream or commercial)
  • shops in vintage and charity shops, on markets but also invests in good designer pieces, some basics from high street
  • lives is North/East London
  • purchases food at Planet Organic, farmers markets but also Waitrose
  • likes to go to restaurants and cafés, gigs, meets up with friends for a beer at the pub or stays back home for movies, listening to vinyls
  • reads alternative magazines such as Bullet, Indie, Fiasco, AnOther Magazine, Man About Town
  • interested in historical and art books
  • cycles to work or uses public transport
  • travels a lot – city trips but also trips to India, US… (sometimes weekend trips to cities like Paris, Stockholm or the countryside)
  • Political views: more liberal
  • think about sustainability and environment
  • looks after himself/herself – skin care, hair is important but never wants to look unnatural (she would never wear too much make-up – just slightly more if on a festival, he/she would never get a fake tan)