ii. psychographic profile graph (p

psychographic profile graph

WGSN defines four key sentiments for the future consumer of 2022, coming out of lockdown.

Jacquemus’s typical customer overall sentiment could be defined as ‘equitable resilience’ (WGSN

| Creating Tomorrow | Trend Forecasting & Analytics, 2020), with an underlining feeling of optimism as well.

Pragmatic, these individuals are aligned with their emotions, which precludes any form of impulse buying.

Sensitive to fashion, the Jacquemus consumer is curious to research the future upcoming trends and emerging designers on their own. A hobby of theirs, they will happily up-cycle, customize their own clothes as well.

Savvy customers, they will try and avoid consuming fast fashion. Instead, they would rather go vintage shopping or thrifting.

the jacquemus consumer:

- in between innovator and early adopters - would rather stand out and be trend-setters - still enjoys their timeless/classical pieces - buying habits: a few pieces per month, 3 to 5