In the toolbox session 2, we were asked to study consumers and stores. We learnt to identify the kind of customer a person is and tried to fit them into a category we perceived them to be a part of.
We also did market research on a a brand/shop of our choice, I chose the Yohji Yamamoto flagship store in Paris. I gathered more information and tried to understand the psychology of the shop.

Here I would like to answer a few questions:

How did you develop and select images to illustrate the customer segment?  Do you think you were successful?
Answer- I used photoshop for this and I think that worked best for me, I was able to customise my segment better. I used Vogue’s street style section to find a random customer and then tried to find pictures that fit the idea of her that I had in my head. Like the kind of brands she would wear, or other elements I seemed to relate to her.
I tried to find the best way to put all this information together on a slide. I tried to use colours she had already incorporated in her outfit and created a profile. This all came out of how I perceived her.

What might you need to improve following on from this session? 
Answer- Things I would like to improve on is time management. Finding the customer and store I wanted to work on took longer than I’d like, and since I was doing it alone, I felt like it was taking me way longer anyway. I also do not think I was able to relate the correlation of Yohji Yamatoto’s store design to his designs in the shop segment. I think there is definitely more to that. I also wished my presentation for the shop segment were better.

What might you do differently next time?
Answer- Next time I would do the shop reports more neatly and try to make it look better. I will also make quick decisions, instead of second guessing myself constantly. That would be the best for me as it would save me a lot of time. I will also try to make it a habit to spend more time researching, because some of the information I looked up were somethings I should have already known. Other than that I might refrain from using photoshop if I have extremely less time, because using PPT would speeden everything and give me more time to research.

This was how I felt after Toolbox session 2.