I already had a customer in mind, since I noticed this huge gap in the sustainable market. Most brands in this market either offer super artistic garments that no one could wear in real life or offer overpriced basics in dirty colors and styles that don’t even flatter the size 2 model who’s wearing them. I’ve also noticed that sustainable brands have somewhat neglected the European and Asian markets and don’t sell sizes bigger than a small 8. They also overuse the word ‘sustainable’ to the point that it becomes meaningless.
The persona that I am planning to address is upper to middle-class youth (12-24) that buy from Asian markets. This can be Asian youth, or influencers that are willing to be more expressive with their clothing, as well as be more sustainable.
This video helped me a lot in learning about fashion customers and markets!