Have you ever been out shopping and thought “this top would be perfect for Sarah because she is between 25-45 years old, likes to travel, and has a household income of $200K a year.”
Of course not.
More likely you were thinking something like this:
“Wow, this looks just like the sweater Leslie loved in high school that she wore until it fell apart. I have to get it for her so she has something similar again.”
Or “This color would look so good with Kaitlin’s eyes and new hair color!”
Or “Jake would just love this because the shoulder piping detail looks like the outfit his favorite fantasy character wears.”
Or “Just look at this cute dolphin tee! Emma is totally into dolphins since visiting the aquarium last month. I can’t pass this up.”
Or “This is just the print and style of dress that Naomi was showing me on Pinterest that she is wanting to get for family pictures this year.”
Notice how specific these things are? These are the types of personal, emotional, and storied reasons that people buy things. These details go beyond the demographics. If you can understand your customers on this level, knowing what to design and what will sell becomes so much easier.