Persona 1 - Harry
Harry, 23, lives in Fulham, London with his middle-class parents who funded all educational expenditure, from boarding school to university, and has therefore avoided student debt. As an established graduate, now working in the city in the field of investment banking, he has strong career prospects and aspirations with an already higher income than is typical for a man of his age. This, in addition to having no rent to pay-out, means Harry has disposable income. Though not enough to buy a house, his disposable income allows him to save while still being able to splash out on the luxuries his lifestyle requires, all of which can be found on London’s famous shopping streets - such as Regent Street, Bond Street etc. As a millennial, he regularly refers to digital platforms and social media for interaction, discovery and inspiration - as well as the convenience they provide in the midst of busy city life. A conservative young man, Henry takes interest in world economics, high-end consumption and politics. In his free time he plays polo, and also enjoys weekends away skiing in the French Alps with his small circle of friends.
Persona 2 - Chloe
Chloe, 28, lives in Leeds where she rents a small 2-bedroom flat and works as a fashion retail manager. Saving for her first house, she doesn’t have much disposable income, however is interested in high-end fashion and has collected a number of luxury pieces from birthdays and christmases etc. Though Leeds has luxury stores aplenty in the Victoria Arcade and recent additon to the city Victoria Gate, these smaller stores are not of the same calibre as those in London, meaning she most typically interacts with these brands via online platforms and e-commerce channels. Chloe relies on these digital embodiments of brands and the accessability they provide her to feel inluded with the luxury sectors on-going dialogue. As a millennial she mixes fast-fashion, high-street pieces with the luxury staples she has acquired. While Chloe looks to e-commerce for many of the products she consumers, when it comes to fashion she prefers bricks-and-mortar consumption. She appreciates being able to see garments in-person to see how they fit and move - which can’t be appreictaed on mannequins or photos online. In her spare time she enjoys socialising with friends and has ambitions to become a stylist, sharing her passion for self-expression through fashion.
Persona 3 - Susan
Susan, 55, is a driven, ambitious and financially independent middle-class business woman based in Sussex. Divorced and with all her children having now left home, she is at a point in life that has allowed for her to become more selfish - indulging in more luxurious products and services for herself. Having come from humble working-class beginnings, she is now mortgage free thanks to her job as a prosperous interior designer. Her millennial children endeavour to teach her how to use modern technolgies and therefore she has a limited confidence is using digital platforms, however, she much prefers the traditional channels of marketing and bricks and mortar methods of consumption in which she feels more comfortable. With London not too far away and many of her meetings with clients being in the capital, this is where she chooses to shop. Much of Deborah’s social life consists of networking and engaging with interior design clients, though she does find time to lunch with friends, spend time with her family, potter around the garden and also shop, naturally.
These personas are reflective of the luxury sectors current consumer base, considering the influx of millenial shoppers across the country while still addressing the older consumer who maintains spending power through purchasing of higher-ticket items. They reference generational traits which affect luxuy brand strategy and the sector as a whole.
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