"Our core customer is the twenty-something fashion-lover: an avid consumer and communicator who is inspired by friends, celebrities and the media.
We are obsessive about understanding them so we can join their conversation and offer them the fashion they want."
"WHO THEY ARE
Setting trends or following them, most twenty-somethings are engaged with fashion.
For them, their clothing – and beyond that, their style – expresses their identity and helps them assert their individuality.
Twenty-something consumers lead digital lives: they have instant access to information, communicate constantly with friends and broadcast their daily lives and thoughts across the social networks. For them this level of communication and interaction is what they’ve grown up with.
And fashion matters to them: 67% of under-25s believe how they look is important with almost three quarters of all young women saying they enjoy shopping for clothes*.
That’s because fashion is also entertainment. These young consumers don’t just like to shop online. They follow and often comment on celebrity trends; they blog their own “fashion editorial”; they broadcast their thoughts on style in soundbites on social networks and via YouTube.
How do they like to shop?
Two thirds of those aged 19-25 shop online because it’s faster and easier**. And they are responding in different ways to the financial squeeze – for example, in the UK we’ve found that the 18-21-year-old group is the most likely to shop according to discounts compared to those in their mid or late twenties*."
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