This user community consists of people who identify as female, aged 18-25, living in Canada. They are in or finishing post secondary education and looking for professional office attire that still expresses their youthful and unique identity. They have a small budget as they make around $15,900 to $19,400 a year. Their values include individualism and self-expression. They tend to put their own values and ethics first. They are socially conscious, anti-capitalistic and value sustainability. They also value their communities and try to make the world a better place with their actions. They are one of the most tolerant generations but that also means that they care less about religion and politics. Ultimately, this user community does tend to put themselves first, but they are accepting of anyone, no matter their race or sexual orientation. This generation can also be accessed through social media, as that is one of their main forms of communication.
The essential idea that I am trying to address through my design is that professional attire can still be unique to you. So often when we think of professional wear we turn to uniforms and lose all colour and design details. Just because you are in an office, that does not mean that your outfit can not express you. There also is not a lot of professional wear that is tailored to young people. My goal is that this design will target this issue and in doing so, empower the women that wear it.
