Buyers Persona

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 Buyers Persona | The Ideal Customer | Dotti










Buyers Journey

Awareness 
Problem Recognition

The buyer needs to indulge in her hobbies to escape the pressures of University and the lifestyle of a student. As the buyer enjoys scrolling through Instagram and enjoys retail shopping, she feels maybe this guilty pleasure can be her little escape.

The buyer is in need of new additions to her wardrobe for a reasonable price.

Information search
Buyer searches for 'outfit ideas women 2021' on Pinterest.
She also googles retail stores near me and comes across a couple of retail stores like Louis Vuttion, Glassons, Gucci, Dotti & Peter Alexandra. Platforms used for the information search stage are, are Instagram hashtags, Google search Engine and Pinterest

Consideration
Buyer shortlists the affordable retail options that are in range with a University student to Peter Alexandra, Glassons, and Dotti.
The buyer is in need of new outfits for University as she is currently a student, she considers Glassons and Dotti.
The buyer notices that both stores currently have a sale. 
Both stores have sustainability and ethical viewpoint section on their website. 
Dotti offers 30% off any full-priced item when you sign up to their email.

Decision
The buyer comes across Dotti's Instagram page, and notices that Dotti has listed on their post about sourcing ethical cotton, 
She clicks on their website and lands on their home 'about us' page, she sees a video clip about the workers 'behind the scenes of how they manufacture the item, she also notices that Dotti has hired these workers to model for the clothing they have made. 
The video is visual reassurance to Eliana that Dotti truly cares about their workers, and they now have more diverse faces on their brand, someone she could relate to.
She feels that if she shops from Dotti, she can also be supporting these workers she sees in the video.
Her need for productivity on her time off, she could indulge in retail therapy but also be doing good for others. 

The connection between the buyer's persona and what Dotti offers is visual proof of transparency. Which is a 'behind the scenes' video content campaign. We are not only saying and stating our ethical views, we are showing you the 'superstars' behind the clothes you wear. The need for the buyer to be doing something even when she is having downtime makes her indulgence in retail therapy guilt-free. 

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