Creating a compelling customer persona is more than compiling demographic data; it’s about capturing the core of a target audience in a way that can help guide marketing decisions. A well-crafted persona goes beyond surface-level traits and dives into psychographics, motivations, lifestyle behaviors, and even real-world frustrations they face. This process requires a thoughtful combination of qualitative insights, research, and data.
For example, when analyzing the target market for TomboyX, a gender-inclusive underwear brand, a customer persona was developed that illustrates how in-depth research leads to clarity. The brand itself focuses on comfort, inclusivity, and gender neutrality. According to a Forbes, TomboyX has grown by positioning itself as a brand for those who often feel unseen or left out by traditional brands. Their messaging resonates with people who are body-diverse, gender-nonconforming, and value authenticity in what they wear.
However, demographics are more than just age or gender. For TomboyX’s persona, given the filler name Alex Rivera, the profile includes an age range of 25–40 years and a middle to upper-middle income level, supported by data on consumer spending in the underwear and lingerie markets. Psychographics can play an even bigger role. Alex places high importance on sustainability, comfort, and self-expression, consistent with the brand’s commitment to diversity, eco-friendly materials, and LGBTQ+ inclusion.
Understanding pain points is also incredibly important. Consumers like Alex are not just looking for clothing; they are looking for affirmation. Many experience frustration with limited sizing, gendered language in marketing, and a lack of representation in mainstream fashion. Forbes and TomboyX’s blog discuss that inclusivity is not just a brand value but a solution to customers’ deeply personal challenges when shopping. Geographics is another factor to consider; remember not to get too narrow and not to cut out too many possible consumers.
A buyer persona can also include preferred social media platforms, typical hobbies, and skills to make the persona usable across teams, from marketing to product development. Consumers like Alex will likely engage daily on Instagram and a few times a week on TikTok, using these platforms to connect with like-minded individuals and inclusive brands. Their interests in thrift shopping, digital creativity, and community activism help paint a complete picture of their lifestyle and possible buying behavior.
A good buyer persona should be grounded in evidence, regularly updated, and specific enough to guide real business and marketing decisions. It connects data to emotion, enabling brands to create products and messages that do not just sell, but resonate with their audience.
- DeAcetis, J. (2020, March 20). Meet TomboyX: Find out how an underwear hero product built a brand by making you feel good in your own skin. Forbes. https://www.forbes.com/sites/josephdeacetis/2020/03/20/meet-tomboyx-find-out-how-an-underwear-hero-product-built-a–brand-by-making-you-feel-good-in-your-own-skin/
- PitchBook. (2024). TomboyX company profile: Valuation & investors. https://pitchbook.com/profiles/company/60557-95
- Rickyspears.com. (2023). TomboyX: Revolutionizing underwear for every body. https://www.rickyspears.com/ecommerce/tomboyx-revolutionizing-underwear-for-every-body/
- Statista. (2024). Underwear and lingerie in the UK – Statistics & facts. https://www.statista.com/topics/8382/underwear-and-lingerie-in-the-uk/
- Statista. (2024). Lingerie and underwear in France – Statistics & facts. https://www.statista.com/topics/8013/lingerie-and-underwear-in-france/
- TomboyX. (2024). Top 10 burning questions for TomboyX on our 10th anniversary. https://tomboyx.com/blogs/news/top-10-burning-questions-for-tomboyx-on-our-10th-anniversary
- TomboyX. (2024). Official website. https://www.tomboyx.com/
- ChatGPT. (2025). Assisted in formatting and development of a blog post and persona based on user-provided research. OpenAI. https://chat.openai.com/