consumer segmentation The
The target consumer for the US will be 17 – 25 year olds of a B – C social and financial grading. A more specific pen portrait characterising the idealistic consumer follows;
‘The Duffer label is sophisticated street wear that I feel comfortable and trendy in.’ Jason Daniels;
Jason Daniels is a 19 year old with charisma, a good sense of humour and confidence. Born in Manhattan Jason loves the outdoors and is an active member of baseball and is also a follower of the LA Lakers. Jason is currently studying at St John’s University doing Psychology. He listens to an eclectic mix of music such as Michael Jackson and Bob Marley as well as current artists like Little Wayne, LMFAO and Far East Movement. Some of his favourite films are The Anchorman, Shawshank Redemption and Kill Bill. He is an advocate of T.V series especially comedy driven programmes like 30 Rock, Family Guy and The Colbert Report. Some of his favourite pastimes are watching ESPN, playing PlayStation games and listening to his iTunes. Jason is fond of technology and boasts most of the latest gadgets from his beloved store, Apple. In his fridge are often bottles of Dr Pepper, Buffalo wings and Skittles. One of his guilty pleasures is Starbucks coffee which he drinks far too much. As well as being family oriented Jason has a great social life being a popular and well-liked character amongst his wide circle of friends. He usually meets up with friends every weekend to go shopping, watch and play sports.