i

1. Client Project Research
Alfie Horwell

2. Audience
16-24 year olds
The demographic of people isn’t hugely varied with gender range being fairly equal in
York but with age and ethnicity its significantly varied as 94% of residents within York
identified as “white” leaving only 6% of people to be of a different ethnicity or skin
colour. York is also seen as more of tourist city with the main attractions being “the York
minster, the bar walls and the museum gardens. This leaves very little for the youth of
York to do as it largely caters toward a older audience of people.
There are few activities that could include younger people such as the York dungeons,
go-karting, crazy golf, fashion shopping and bowling just to name a few but these are all
quite separated from one another and can cost to get there or engage in those activities.
Visitors to York usually fall under the 45-55 age bracket with 21.2% of all visitors being
within that age range but only 6.1% being 17-24 enforcing that York is largely an
outdated city built mostly for a older range of people and tourists with little activates /
facility's for the youth.

3. Audience
York's population has bigger women / white population but I have chosen my activity to
fully inclusive of everyone of all ethnicity's, genders, religious views, wealth etc. with most
people visiting York for its historical locations such as the shambles with 90% of all visitors
going there along with 43% to the minster. This causes a lot of overshadowing on other
aspects that could be more beneficial to the youth but also a older demographic such as
fashion shopping, games shops, music or even camera shops which have a lot of hidden
potential. with my product I intend on unlocking that potential for the youth of York and
giving them something to be engaged in as a rising problem of unsatisfaction in teens is
growing throughout the UK and are seeming the least satisfied in the western world as
researchers who conducted study's of children in 42 countries 15 year old girls are the most
unsatisfied and a risk of high stress and health issues.

4. Audience
To bring a larger audience into York social media is a huge way to push this and grab peoples
attention to York and its activates, sights, facility's and entertainment. There is huge marginal
difference between social media use from the 18-24 year old bracket to 35-44 meaning the
best way to communicate to the youth of the UK is social media with Instagram as an
example as its one of the worlds largest sharing social medias with people sharing pictures,
videos and story's about their day to day which gives you versatility and multiple way to grab
attention to your page. This will also give a wider audience grasp but by also expanding onto
other social medias such as YouTube, snapchat and possibly Facebook (even though it is
dated and holds a vastly older demographic of people) would give a even larger expansion to
how broad and accessible we can be for people and to grab their attention. This would be
even more so for people into fashion and clothing as I am going to focus on that aspect of
York to really try t diversify York's fashion scene as it has very little but to also bring attention
to those shops that may be overlooked or need more attention as they try to diversify them
selves from the rest.

5. Audience
• With younger peoples average minimum wage job giving them £24,375
annually and £2,031 monthly money might not seem to be a issue initially
but with these graphs being a average it doesn’t fully cover the wide range
of pay / ages as a 16 year old wont ear as much as a 18 year old but same
goes for the 18 year old next to a 20 year olds pay. As income is constantly
changing and can fluctuate I've decided to make my product to not need
money as it allows everyone to be involved making my audience
demographic larger and by it being free will naturally catch more peoples
attention not just for the local youth of York but outsiders from different
parts of the UK or possibly worldwide for the tourists.

6. audience : secondary evidence
Within this graph we can see which of the listed
hobbies and interests 18-24 year olds do the most
at home with music and TV being quite significantly
Infront of ay other with music being 64% and TV
being 56%. On the other hand things like astronomy,
model building and collecting being at 6%. This
could suggest that teens and young adults prefer to
consume media or easy to engage with activities as
watching TV requires very little active engagement
and the same with music as it is a passive
engagement which requires very little active
engagement, unlike model building or collecting as
they take time and patience but also active
engagement of the user and is more of a slow
overtime activity rather that a quick burst of passive
engagement with music or watching TV. Cooking
and baking which has a 47% of 18-24 years do as a
hobby shows that not all teens / young adults prefer
passive engagement activates along with video
games which is 43% which requires constant
engagement depending on the game.

7. Audience : secondary evidence
With these graphs it talks about how covid
effected sales of clothes in walk in stores and
how sustainable clothing is becoming more of
a normality. The question asked for the social
justice graph is how much would consumers
change their shopping behaviour if a brand
they frequent is not treating their suppliers
employees fair and safely with 80% saying
they would limit their usage with that brand
and out of 101 people 34 said they would stop
fully showing that people care about where
their clothes come from and would rather not
shop their than contribute to fuelling that
mistreatment of workers. The digital sprint
graph shows that online sales of fashion and
clothing skyrocketed the online industry and
years of progress was made in months of the
covid lockdown with brands even embracing
livestreaming, virtual customer service and
social shopping. This shows the importance
that the internet holds for such a huge
medium of our lives and may be more so for
others who care for fashion more.

8. Audience: survey
research
• In the first question I asked how
often the audience go iut into York
with a fairly large sum saying that
they don’t and other saying a few
times a week, only 1 said once a
week and the same goes for the
everyday option. This gives me a
look on how I need to adapt my
product to be more engaging and
exciting for people to give them a
reason to go into York and to
explore maybe even more than
they already have and giving them
a more in-depth view of York and
its clothing shops with sights of
interest on the way to each.

9. Audience: survey
research
• With the second question I
asked the audience about how
long they are usually out in
general. With it evenly falling
between 2 hours and 3 hours
plus and having 1 outlier of 1
hour or less. This gives me
valuable information about
how long people may be or
want my fashion game to be
by making it the right amount
of time without it feeling
restrictive or too lenient.

10. Audience: survey
research
• In my third question I asked
how often do the audience shop
for clothes in York with varying
answers but with the answer of
“semi-regularly” being the
highest voted and “regularly”
and “not at all” being even. This
gives me valuable knowledge on
how many people may
participate in my fashion game
as it is based around fashion
shopping in York which some
people may have little interest
but some may have high interest
which is evident with the graph.

11. Audience: survey
research
• With the fourth question being my
most important this result has
significantly helped me as it shows
that a larger sum of people are
interested in clothing / fashion and is
something they actively enjoy
interacting and engaging with. With
the question being “how interested
into fashion / clothing are you” 3
people selecting “very” 2 for
“somewhat” and only 1 for each on
“not really” and “not at all” this gives
me insight that people are likely to
enjoy my challenge game as it forces
them to experiment with fashion and
their options as they will be under a
time constraint and a budget.

12. Audience: survey
research
• Question 5 was yet again a
important question as it gave me
a view on how important people
hold fashion to them as some
people just see it as clothes but
some like to experiment and
discover new types of fashion
and actively choose to engage
within that community. Even
with the vast majority saying
that clothes have a somewhat
large impact on their life means
they take care into the thought
of an outfit based on what they
like and enjoy.

13. Audience: survey
research
• For the final question I asked
the audience if they are
influenced by outfits or clothing
they may see online this may be
for their next purchase of an
item or for a whole look. And
with the majority saying
“somewhat” shows that
inspiration can be taken from
other and that ideas can be
shared as a community, it also
may tie into a possible team
aspect for my fashion challenge
game just because it could make
it more challenging as some may
try to copy each other.

14. Existing Product Research

15. York dungeon
• York dungeon offers a thrilling experience to explore
and understand York's gruesome past. With 360 degree
sets it offers a gripping atmosphere for story telling of
York's 2000 years of history. Experience the Vikings
invade and conquer York, discover the famous gun-
powder plot and what really happened on that
November night. With all these features it offers a
multitude of exciting and engaging things to do for
visitors, whilst also being a thrill-seekers it also may be
for history lovers this covers more ground for visitor
engagement. From £17.95 per person for 75 minutes of
a truly unique experience it can be seen as a worth while
investment for that enjoyment.
• With this wide range of involvement for all types of
people it naturally attracts a larger audience which I am
achieving to do by making my game about fashion which
anyone and everyone can be involved with. As clothing
and fashion is a universal thing people actively engage
with I'm giving my audience multiple options of
engagement as not everyone has to wear the same
things and can be completely unique to ones self.

16. The Secret City
• The secret city is a secret trail game that you can play in York in which you
gather a team together, text start to the secret city number in which you
receive cryptic messages to uncover your trail which takes you to
pubs,cafes etc on your way to your final destination. It is also host to
historical and also mythological history within York as you try to solve
riddles to “save” the city. From £15 a person you start at 11am till 4pm
and explore lesser known places in York that are rich with history and
mythos for 2.5-3 hrs with a start location of the York minster and
eventually finishing near St Helens square
• from this I can see that having a wide exploration range of York seems to
pull attraction especially to lesser known or overlooked locations which I
am going to try keep prevalent throughout my fashion challenge and try to
bring some of those possibly more overlooked stores to light and give
them more attraction. I also want to bring more attraction to stores with
more diversity of clothes making it more accessible for everyone.

17. Fashion museum,
Bath
• The fashion museum in bath offers a wide array of
activities for people to be involved with such as t-
shirt refashioning, making a origami shirt, straw
weaving, lacing amongst lots of other activates to
engage in, with tickets coming in at around £7.75
–for 18 and under to £31 for 2 adults and 4
children there is plenty of activities for all to
enjoy. Opening at 10am – 5pm from tues – sun it
gives you plenty of time to explore, understand
and learn about the history of fashion all from all
the way back to the Victorians to modern day and
see how stylistic views and culture has changed
fashion since then.
• from this I want to take the involvement aspect
as everyone has their own style and fashion sense
meaning I want to put in stores that have a wide
variety of styles that allows everyone to feel
included with their style and own personal
expression of their self.

18. Expressions, York

19. Bibliography

20. Bibliography
1. York dungeon The York Dungeon | Visit York
2. The secret city How Our Games Work | The Secret City
3. Fashion museum, bath The Fashion Museum is on the move. Visit us before we leave the Assembly Rooms
on 30 October 2022. | Fashion Museum Bath
4. expressions, York Home (expressionsclothing.co.uk)