Audience Profile

Leon

Age - 17

Gender - Male

Ethnicity - British Caribbean  

Sexuality - Straight

Psychographic - A lover of music and fashion. Takes pride in what he wears. Quite relaxed, works out weekly - Busy social life as well as educational. In terms of social life, as he works within a shopping centre he spends most of his time there, therefore socially it's usually where he and his friends spend most of their time. Shopping, eating- talking. Not only this, but due to Leon being a lover of music as well as studying it he spends as much as he can on tickets for gigs, concerts and merchandise. 

Geodemographic - Lives within England, South West London - Originates from St.Lucia - Caribbean. Migrated to London in 1994- Born and raised; but keeps a healthy relationship with his family back home- Via through mobile and social networking sites such as facebook and Skype. Not only this but through the famous app 'Viber' whereby it allows him to communicate with people in different countries for free (through wi-fi)

Socio-economic - Although he has a part time job, he also does over-time. Not only this, but due to him taking pride in what he wears he doesn't mind spending an obscene amount for it either. Leon, would be held within a C1 category as he would classify himself as working class due to him as well as his parents working constantly. 

Occupation - Part time job, working at Topshop/ Topman

Education - A student currently studying media and music B-TEC

Yasmin 

Age - 22

Gender - Female

Ethnicity - British Guyanese 

Sexuality - Bisexual

Psychographic - An all round film and fashion enthusiast. Again similar to Leon, Yasmin takes pride in what she wears but is an individual who is weary of price. Mostly obtaining clothes from charity, vintage, thrift and pop up shops. As she is a Uni student, she knows that time is money and money is everything. Not because she is obsessed and wants nothing but money but because it's a waste of time in terms of obsessing. However, the most money she would ever spend clothes on would be mainstream artists clothing for example- Jason Mraz, Paramore and 30STM. As a big film fan, Yasmin spends most of her social time in indie and mainstream cinemas- watching foreign as well as Hollywood movies and sometimes reviewing them for fun. 

Geodemographic - Currently lives on campus at Bournemouth, however her family lives in Greater London - Coulsdon but originate from Guyana now and then speaks to family from Guyana but doesn't really have the time. Does when she can, but that's usually her mum and dad's place. 

Socio-economic - Due to Yasmin being a University student she hardly has the time spare to obtain a job as sometimes her lectures go from morning till evening leaving no time for her to barely eat let alone work. Her Mother and Father both obtain B categories demographically as her Mother is a Vice Principle as well as her Father being a doctor owning his own private clinic. Some would say they were upper class but due to her family/ parents having a traditional and strict upbringing they view themselves as working.

Occupation - Volunteer work at local Charity Shop as well as a weekend job at Tesco. 

Education - Studying Fashion & Design at the University of Bournemouth