‘Frank’ is targeted at a female audience aged 16-19; young girls who are currently studying in sixth form, college or university. They are creative and ambitious girls and are most likely to be studying Music, Art and other such creative subjects. They are likely to be involved in casual relationships or are part of the ‘dating scene’. It is likely that they play instruments themselves or sing and write songs in a band. These girls are creative, artistic, quirky and fun and they just need that extra boost of confidence in order to truly express these traits to the world.‘Frank’ will help to express the different sides of their personalities. They are well grounded, reflective and reserved individuals who enjoy time to themselves; to listen to music, to write songs or write in their journals, play an instrument, to sing, read poetry, novels, and magazines or to paint. They are popular and admired by their friends and family for their talent and style.
Their style is eccentric and chic; they may like to customize garments of clothing to make them truly unique. They are passionate about music and are also interested in fashion as they are both arts that express individuality. Their philosophy is to ‘never follow the crowd’ and to always be themselves. They shop in high street stores such as Topshop, H&M, Zara and Urban Outfitters whilst also shopping in vintage boutiques to find one-off distinctive pieces. These girls wear their hair long, naturally tousled and backcombed, because it’s all about the volume! They avoid heavy makeup but always have one particular prominent feature, whether that’s a fresh face and smoky eye makeup, tinted pink, rosy cheeks or glossy red lips.
They like to visit art galleries, museums on history and culture, whilst also enjoying trips to the theatre to watch plays and musicals. They are committed gig goers and festival attendees. On weekends they like to party and go shopping in central London. They also enjoy browsing music stores for old records or new album releases and hanging out with friends at Starbucks discussing last week’s Gossip Girl over a frappachino. They are interested in photography and are constantly taking snaps of themselves and friends, cityscapes and still life compositions.
Hobbies may include singing practise or ‘jam sessions’ with the band. They are interested in social networking and are constantly updating their Facebook and Twitter pages on their Blackberry’s and iPhone’s. They are interested in fashion-blogging and downloading music. They are heavily involved with all aspects of the music scene by listening to underground, contemporary and artists from previous eras. Their iPods are filled with bands and artists that fall into the Alternative, Indie, Pop, Rock and Acoustic genres. For example, Florence + the Machine, Laura Marling, La Roux, Bat For Lashes, Feist, Ellie Goulding, Goldfrapp etc. Music plays a major part in the lives of ‘Frank’s readers. They are the type of girls that believe the first song they hear the radio in the morning, can truly determine their day. Whatever the mood, whether they are overwhelmed with happiness or distraught with pain or disaster, they feel inspired to write everything down in a lyrical form. They use music to express their emotions. They are constantly searching for new bands to listen to or to see live; their iPods are jam packed with thousands of songs. Music inspires the way they dress, the way they act, speak and present themselves, the people they surround themselves with and the perspective they have of life and of themselves as individuals.
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