Psychographics

• Interests: Music, Fashion, Travelling, Food, the World, Discovering new places, Hidden hot spots, Festivals and gigs.
• Clothing habits:  Individual high street/designer brands like Topshop, Zara, H&M, All saints, Kurt Geiger. With a kooky twist involving vintage and Charity stores. Also new online brands creating undiscovered 'hipster' designs. Mainly clothing that will separate them from the majority; they will like to be individual and unique.
• Preferable music genres: Punk rock, alternative rock, Indie, house, Trap and folk will be the majority of genres my audience will like however they will be interested in discovering new styles that people haven't heard before. Basically anything that is not mainstream.

A mood board with examples of typical brands which would appeal to my target audience:

A mood board which gives a good idea of what my target audience is interested in:

  

Demographics

• Age: 15-25
• Gender: Mainly female but some male.
• Income: Mainly student’s minimum wage.
• Education: Studying, from end of high school to end of university (for some).
• Occupation: Full/part-time student.

This is an image of a typical member of my target audience:

I did a lot of research on the modern subcultures of today's young people using http://www.uktribes.com/.