have aspirations to the lifestyle associated with it form one side of the bracket. Teens have

historically been very receptive to clothing that might afford them the illusion of the privileges

ested in recapturing an aspect of the target’s lifestyle that they have already experienced, or

an appetite for fashion that is infused with the vitality and vibrancy normally associated with

to create an in-depth, well-rounded customer model. Designers will then want to learn how to

manage the relationships they have with their customers,  guring out how and when to engage

them and with what product or service.

In the midst of all this intelligence gathering, it is easy to forget that the dynamic between the

designer and the client is not a straight line. Collecting feedback to make course corrections

and manage expectations is an ongoing process. The eagerness of the aspirational customer

should not be underestimated and should be a component of the evaluation. These customers

may not be the designer’s primary objective, but they will often go far out of their way to buy

into a particular aesthetic if the designer provides them with a point of entry.

In the end, when making decisions based on research about human beings, designers need

guesses. The moment a  nal conclusion is drawn about any person or any group is exactly the