purchases. Therefore, a customer service manager may need to be employed to analyse sales performance and feedback customer requirements. Furthermore a study by Adebanjo (2008) found that hiring these managers lead to an increase in order processing times and also overall sales with new and repeat customers. Target MarketIn the US, there is a 14.2% year on year growth in the apparel and accessories ecommerce market, with the average consumer spending around 100$USD (£81) (Statista, 2020). I aim to build upon this trend, utilising this platform in order to promote my goods and serve the correct potential consumers. The first way to do this is to segment the market, this involves dividing the market into smaller groups of buyers the two main classification methods I've chosen are throughdemographics and psychographics. A survey by Deloitte (2020) concluded that 16-24 year-olds were the biggest demographic interested in personalised clothing, 12% higher than any other group. Being amongst that age bracket, I have access to and an understanding of consumer interests through social groups, providing me with further knowledge about their needs. Segmentation through psychographics will give insights to consumers beliefs and buying behaviours. A study by Cervellon etal (2012) found consumers create and express their unique and socially conscious self through choosing to purchase second‐hand clothing. By aligning my product appeal – originality and ethical consciousness - with the behavioural characteristics of my demographic, I am able to build and target my potential consumer pool. Knowing that choice is often dependent on whether or not the brand is congruent with the self-image that the person wants to obtain (Farhat and Khan,2012), I aim to target socially aware

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