Introduction:
Developing personas is a crucial step in understanding the target audience and designing a brand website and online store that resonates with young women interested in boutique fashion. This section outlines the personas created based on the user research findings to guide the design and content strategy for the website and online store.

Personas:
1. Fiona- Age: 25 Occupation: Marketing Coordinator Fashion Style: Trendy and edgy Shopping Habits: Enjoys staying up-to-date with the latest fashion trends and frequently shops online for statement pieces. Goals: Looking for unique and stylish clothing items to stand out from the crowd. Pain Points: Frustrated by cluttered websites with poor navigation that make it difficult to find specific items. Needs: Craves a visually appealing website with curated collections and personalized recommendations to discover new fashion pieces effortlessly.

2. Chloe- Age: 21 Occupation: College Student Fashion Style: Casual and comfortable Shopping Habits: Prefers versatile and affordable clothing options for everyday wear. Goals: Seeks easy-to-wear pieces that can transition from day to night seamlessly. Pain Points: Limited budget for high-end fashion items and struggles to find trendy yet affordable options. Needs: Values a user-friendly website with clear pricing and sizing information, as well as a variety of casual and chic clothing choices suitable for different occasions.

3. Bella- Age: 28 Occupation: Freelance Artist Fashion Style: Bohemian and eclectic Shopping Habits: Loves shopping for unique and handmade clothing and accessories that reflect her artistic personality. Goals: Seeks one-of-a-kind pieces that express her individuality and creativity. Pain Points: Disappointed by mainstream fashion brands that lack diversity and originality in their collections. Needs: Desires a website that showcases independent designers and artisanal products, with a focus on sustainability and ethical fashion practices.

Implications for Design: By creating these personas based on the characteristics, preferences, and behaviors of the target audience, the design and content strategy for the brand website and online store will be tailored to meet the specific needs and expectations ofFiona, Chloe, and Bella. This personalized approach will enhance the user experience, drive engagement, and ultimately lead to increased conversions and brand loyalty among young women interested in boutique fashion.