Residential location: Inner city. She has her finger on the pulse of fashion because she lives close to the heart of Sydney and is in tune with what is happening around her and also in a more global context.
Urban/suburban/rural: Urban.
Housing type: Apartment/town house.
Size of city/town: Large. Sydney. Over 4.5million.
Climate: Sydney being a coastal city does not experience real extremes in temperature, with the coldest average temperature being 9 degrees celsius in July and the highest average temperature being 26 degrees celsius in January (City of Sydney 2012). My collection targets this climate as it is transeasonal and thus, suitable for the majority of the year in Sydney.
Benefits sought from products: Longevity. Quality. Exquisite craftsmanship. Environmental sustainability.
Usage rates: In terms of basics, usage rates are quite high. However, usage rates of more special eveningwear items are much lower as she doesn't like to be seen in the same outfit amongst the same crowd. Thus, she has to be careful about the way the rotates her outfits for her social events.
Volume of purchases: She is selective with her purchases. Therefore, because she does not purchase enormous volumes, she is happy to pay higher prices for the quality items she does choose.
Brand loyalty: She is loyal to the brands which have, in the past, provided her with the quality, longevity and innate style she desires. This is evidenced by a Nielsen study of 2011 which concluded 'the most important driver of brand loyalty in 20 of the 21 countries examined, across 12 factors and across generations, is quality.' However, she is also always happy to try new things and experiment with new labels. She does not box herself in.
End use of product: Her products generally tend to last a very long time as she selects classic, timeless pieces. However, once they do reach their end of life, she tries to recycle whenever possible.
References
2011, Nielsen Releases Women of Tomorrow Report, The Nielsen Company, viewed 19th May 2012, <http://www.nielsen.com/us/en/insights/press-room/2011/women-of-tomorrow.html>
2012, Consumer Profile: Australian Women, Marketing, viewed 19th May 2012, <http://www.marketingmag.com.au/news/consumerprofileaustralianwomen-2237/>
2012, Weather and Climate, City of Sydney, viewed 19th May 2012, <http://www.cityofsydney.nsw.gov.au/aboutsydney/visitorguidesinformation/Weather.asp>
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