Module 2: Understanding Your Target Customer

Alright, let’s talk about something that might feel a bit uncomfortable at first: your designs aren’t for everyone. And that’s actually a really good thing.

When I work with designers, one of the first things they tell me is “my designs are for anyone who loves fashion” or “any woman between 20 and 60 would wear this.” But here’s the reality: when you try to appeal to everyone, you end up appealing to no one.

Why This Matters

Imagine you’re scrolling Instagram and you see an ad that says “Clothing for women.” You’d probably scroll right past it, right? But what if you saw “Sustainable workwear for creative professionals” or “Bold statement pieces for women who refuse to blend in”? Now you’re paying attention.

The more specific you are about who you’re designing for, the easier it becomes to reach them and speak directly to what they care about.

Getting Specific: Demographics

Let’s start with the basics. Demographics are the factual details about your ideal customer:

  • Age range (be realistic – a 22-year-old and a 45-year-old usually have very different style preferences and shopping behaviors)
  • Location (are you selling globally, or focusing on your city or region?)
  • Income level (this affects pricing and where they shop)
  • Occupation (this influences when and how they shop)
  • Life stage (single and dating vs. married with kids vs. empty nester – these all affect fashion needs)

    • For example: Sofia designs minimalist work dresses. Her ideal customer is a 28-35 year old professional woman living in a major city, working in creative industries like marketing or design, earning $60-90K annually.

    Going Deeper: Psychographics

    This is where it gets interesting. Psychographics are about what your customer thinks, feels, and values:

  • What do they care about? (sustainability, luxury, self-expression, comfort, fitting in, standing out?)
  • How do they spend their free time?
  • What other brands do they love?
  • What are their pain points when it comes to fashion?
  • What aspirations do they have?

    • Back to Sofia: Her customer values quality over quantity, cares about sustainability, feels frustrated by workwear that’s either too corporate or too casual, wants to look polished without spending hours getting ready, and shops at brands like Everlane, Cuyana, and Ganni.

    See how much clearer that is than “women who like dresses”?

    The Real People Exercise

    Think of three actual people who you’d love to have as customers. They could be friends, acquaintances, or even people you see on Instagram. Write down:

  • What they do for work
  • What they wear on a typical day
  • Where they shop
  • What they post about on social media
  • What problems your designs could solve for them

These real examples will help you when we talk about creating content later. Instead of guessing what your audience wants to hear, you can think “what would resonate with Sarah?”

Common Mistakes to Avoid

Don’t design for “past you” unless past you is still your current customer. A lot of designers say “I make clothes for my younger self” but they’re 35 now and their taste has evolved. Make sure you’re still connected to that customer.

Don’t ignore age and budget realities. If you’re pricing dresses at $400, your target customer isn’t a 21-year-old college student, no matter how much you wish she was.

Don’t forget that your customer has to actually be able to find and buy from you. If you’re targeting busy moms, late-night Instagram shopping might work. If you’re targeting corporate executives, maybe not.

Why We Did This First

Everything else in marketing flows from understanding your customer. The platforms you choose, the content you create, the way you price, the words you use – it all comes back to who you’re trying to reach.

Take some time with this module. Really think about who you’re designing for. It’ll make everything else so much easier.

—