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Behavioral

Demographic

Who is  our   consumer?  

Geographic  

  Psychographic  


Behavioral Demographic   Brands:  Hacke2,  Reiss,  Fred  Perry,   Age:  21-­‐30     Barbour,  Paul  Smith   Gender:  Male   Interests:  All  sports,  especially   NaAonality:  BriAsh   cricket  and  tennis   EducaAon:  Private/Well   Car:  Small  starAng  car  eg  Mini,   Respected  High  School,  High   Mother’s  old  car  before  buying  new   Profile  University   4x4   OccupaAon:  University  Student  /   Occasions:  Lots  of  garments  for   Recently  Graduated  Young   work,  looking  for  casual  clothes   Professional   that  reflects  his  smart  style  

Geographic From:  Rural  England   Currently  Lives:  City    of  University  or   Profession  eg.  London,  Birmingham,   Manchester   Source  of  Clothing:  Usually  BriAsh,   however  customer  isn’t  too  driven  by   source  of  clothing  

Psychographic Lifestyle:  Likes  the  ‘finer  things’   Values:  Good  quality,  simplicity,   masculine  clothing  and  smart  tailoring   A^tude:  The  smarter  the  dress,  the   smarter  the  person  


John Lewis extracts final  

John Lewis extracts finalJohn Lewis extracts finalJohn Lewis extracts finalJohn Lewis extracts finalJohn Lewis extracts final

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