The Consumer
The Consumer is part of a chain event, it is the end user as
they are the people who pay for the final product, and the way the consumer is
depicted now by designers is much different now. The reasoning for this is
designers have noticed they are not just designing for themselves they need to
meet the needs of the consumer and now things are being aimed to target audience
criteria. Due to the advancement of technology today people are being highly
monitored and targeted more, and constantly getting information gathered about
them. At first it was averages of trends and genders, but now it’s starting to
become even more personalised and on an individual level. When you are on the internet what ever you
look at you will notice adds will show up with relevant information you have
researched, there is a lot more depth advertisement can go to reach the
consumer now then ever before this is to add higher chance of sales through
promotion.
Landor creates some of the world’s strongest and most lively
brands, brands thrive on change and now with new technologies generates new
demands, pace of change is increasing and agile brands seize these
opportunities to sharpen their strategies and transform their market
constantly. Landor has won many awards,
and their clients are always growing, they deal with a wide range of different
category of clients for example beverages alcoholic and non-alcoholic, food,
fashion, museums and airlines and many more.
One of Landor’s consumers is Smirnoff, and it’s climbed from
its number three spot to make it not only now number one vodka in the world but
the number one sprit. Transforming a brand to this extant and reaching all-new
heights is very impressive, totally refreshed the brands identity. The Consumer was looking for a new approach
on how to become an even bigger and better brand and up it’s competitors,
Landor was able to look into the brands strategy, architecture, packaging
design, look and feel, iconography, innovation and activation. Dealing with the
same client it has done Captain Morgan Black Spiced Rum too.
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Me as a Consumer
What do you buy?
I don’t actually really buy any products expect
clothing/beauty products; I am regularly spending money on food (restraints)
and hotels/holidays. I am more practical with my spending, I want to be out and
traveling/doing anything with my money.
What demographic are you?
I think I would be best placed into the young-adult
demographic, as I think this category is targeted through social media, and I
think this is because it’s a daily use to most users of social media. Not only
that you can’t really ignore it on them. I think they can be affective though
as for example I have wanted to go somewhere because it has been advertised on
either Facebook or Instagram I think the visual input adds impact also other
peoples opinions and reviews can be seen to add even more of a better
judgement.
How are you targeted?
I think am highly targeted through media, especially social
media. Technology today is a major part of every day life now for things to go
a miss and ignored. I am constantly getting advertisements on Facebook of
special offers on restraints, cheap hotels and flights and sales on clothing.
But I think Instagram is also a major influence for me to buy things as am
constantly available to be shown new stock or pictures of products and it
persuades me to buy for example shoes as I constantly see them uploaded or
sales on am more than likely will really like them then known the is a sale
feel better about getting them as everyone loves a bargain but the is always a
sale.
What sets you apart from general public?
How I spend my money, I don’t always buy clothing but when I
do, I don’t go for it because it’s new, I like to go for comfort first, but I
also would say I sort of follow a trend too, I wouldn’t say I am totally
different with my style. But I buy things what I like not because it’s in
fashion. A lot of traveling related ads are constantly targeting me, but me for
my age and social standing stereotypically I don’t think I go to typical places
you would think. Also my trips can range from city breaks, hot abroad holiday
to a cottage in the lakes.
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