Consumer Behaviour Book

Soul n’ sea

Federica Sbisa - Worgamla Kasar - Sameera Pajwani - Jia Zizhu

Contents Slow Living Digital Detox Gen X Survey Focus Group Gen X Secondary Research Hofstedes Insights Ideal Client Villa Talamo The Pop Up Brands Atmospherics Awareness

Slow Living Disconnect to Reconnect

What is Slow Living?

Slow Living is a movement by which people live a balanced and meaningful life by slowing things down and appreciating the world around them and what they have.

Some people define Slow Living as self-care. Others describe it as stepping away from ‘traditional’ goals – such as full-time employment or mainstream schooling – in pursuit of a slower lifestyle.

The biggest takeaway from the Slow Living movement is to ‘disconnect to reconnect – to nature, yourself, your surroundings – as often as possible.

Ways to Implement Slow Living?

Meditation Consciously slowing down your breath will help you to feel more connected to your senses and grounded in the present moment.

Embrace simplicity One of the Slow Living movement’s main philosophies is voluntary simplicity, where you can choose to remove the excess from your life to enjoy things more. For example, your home is sacred, so getting rid of mess will let you create a warmer, more welcoming place to enjoy each day.

Cooking Cooking is a great way to experience slow Living. Cooking and appreciating food engages with the sensory experience of textures, tastes, and smells, making it an excellent way to practice mindfulness.

Spend more time on relationships that matter Slow Living is essentially a reallocation of time, deciding what values are significant to you and seeing if you can compartmentalise your life to create more space for these values.

Set aside time for yourself “Me-Time” is refreshing and gives you time to focus on your projects and goals.

Exercise and Physical Activities Moving regularly–whether doing an exercise session at home or taking a morning stroll – allows your brain more time to rest.

Digital Detox Digital detoxes often force you to slow down and focus on the actual world rather than the digital one, which engages our five senses and refreshes you.

DIGITAL DETOX

Focusing on digital detox as a way to implement slow living in our concept store.

What is a digital detox?

The definition of a digital detox is to take a break from using electronic devices or certain media for a period of time, from a few days to several months.

Research has found that doing a digital detox may even help improve your sleep, relationships and mood.

Benefits of Digital Detox Sharper Focus Frequent pop up notifications cause distractions.

During a digital detox, one may notice their surroundings more allowing your brain to concentrate much better on tasks.

Better social interactions Without devices around during dinner, one naturally interacts and connects more with their fa

Control over time & Less Stress Taking a break from digital devices or media helps one combat compulsive use. Once one reduces their consumption and starts focusing on something else, they feel calmer.

Gen X

Consumer Preference Survey Analysis

75% 35% 35% 80%

Married with Children

Common De-Stressing Methods Music Reading Shopping Exercise Massage

Feel Overwhelmed with work Everyday Feel Overwhelmed 1-2 times a week

Visit the seaside to relax.

100% 80%

Require “Me-Time”

Interested in Health & Wellness

The sound of waves & Aromatherapy are stress relievers for GEN X

Salesperson, ambience with large decluttered spaces and fragrance are what makes a store welcoming for Gen Xers.

FOCUS GROUP PRIMARY RESEARCH Here the link to the questions that we asked in the survey and during the focus group: https://docs.google.com/forms/d/e/1FAIpQLSfidhlyDhz6NYR0Gr8xOrEhKCjZDVU6 kSrvPktcMk8p4888Aw/viewform?usp=sf_link Domenico, 48 yo, from Florence, in a relationship, no children. He holds a degree in Philosophy and now works as a teacher of Italian and Italian Cinema at NYU, where he also coordinates a Digital Studio.

He used to feel overwhelmed by stress and work before the pandemic rather than now that he feels more in control of it. He values health and well-being, for this reason the way he finds “Me Time” is by doing long walks in nature or by going to the beach often.

When purchasing, he looks for quality rather than price or trends. When entering a store, he appreciates when music volume is low and sales assistants don’t stress him. He also likes stores where products are clearly and easily displayed.

Domenico Alessandra, 55 yo, from Florence, single with no children. She holds a degree in languages and she teaches photography at NYU and IED, she also works on some parallel exhibitions between Rome and Milan.

She no longer gets stressed very much since she started working on herself.

Her ways to distress are by switching off all tech devices, cooking, doing a lot of meditation and physical activities like pilates and pancafit (Raggi method).

She really cares about her well-being, now more than before the pandemic.

She loves going to the seaside because she was born in Naples and therefore she loves swimming. She normally buys second-hand clothes apart from shoes. Regarding stores, she appreciates those with low music and a relaxing environment, divided by colour, especially red, grey, black

Alessandra

Giovanni, 52 yo, from Turin, married with no children. He holds a degree in Engineering and works as a metrologist.

He gets overwhelmed by stress at least once a week but he isn’t so interested in health and well-being. He normally finds “Me Time” by singing in choir or going out for a walk or swimming. Thriller books, music, walking and photography are the activities that also make him feel disconnected.

He normally visits the seaside one per month during the summer period but not as a way of relaxing. When purchasing, he values quality over all.

He appreciates stores where sales assistants leave space to him without pushing to buy and free spaces.

giovanni Mario, 48 yo, from Turin, single with no children. He holds a degree in Economics and works in the back office of a Securities services area in a bank.

He gets overwhelmed by work roughly twice per month, and he cares about his well-being, for this reason when needs some Me Time he enjoys listening to the radio and to music in general.

He doesn’t go very often to the seaside but when it happens, he usually enjoys it because it conveys a sense of peace.

He values quality in products and prefers stores where he can stroll around without being followed by sales assistants.

mario Federico, 46 yo, from London, married with one child. He doesn’t hold a degree and works as Sales Director.

He doesn’t feel very much stressed because he’s good at venting it by doing a lot of sport: he usually goes running three times a week, plays football or tennis with friends on the weekend and tries to get out of the city everytime he can, with his family and friends. However, when he feels stressed he normally listens to some music.

federico

The beach is a place that relaxes him but he doesn’t go there very much therefore he doesn’t really care about what he wears or products he needs.

In general, when purchasing, he cares about style and price.

Laura, 48 yo, from London, married with one child. She holds a degree in International Relations and works as an hypnotherapist, mindfulness and yoga teacher.

Well-being, especially mental, is her job therefore she cares more than anything else. She often feels under pressure but she’s able to take control and overcome it. Yoga and meditation are the two activities that help her go through the day.

laura

She values the quality of her purchases, both food and apparels and she appreciates calm environments and people as well. She normally goes to the seaside one month per year where she loves spending her time reading and cleaning her spirit.

To sum up the key findings from the focus group: 1) People value their well-being and health (especially mental) a lot, even more than before the pandemic 2) The seaside is a place that calms and relaxes, where people are able to make “space” in their minds and find some peace 3) Quality is the general driver of any purchase, even when prices are high 4) Stores where assistants don’t stress customers are the most appreciated as well as tidy and spacious ones

key takeaways

Gen X Secondary Research

Born between 1965 - 1980, this generation is called the “Middle child” generation and it follows the Baby boomer generation (1946 - 1964) and precedes the Millennial one (1981 - 1995). It is also considered the “forgotten generation” because of its fewer members compared to the two others.

They have experienced actively three significant historic moments: -The dotcom bust in 2000 -Financial crisis in 2008 -Great recession Gen Xers share some common traits: Fast growing environment: They’ve grown-up in a world that was changing under any aspect: culturally, socially, technologically and economically Technology generation: They’ve seen the transition from analog to digital technology, therefore they were the first to grow up with personal computers at home: the first tech-savvy generation (indeed, many tech companies are leaded by Gen Xers, like Google and Ebay) Independence: They’ve been the first to experience divorce and women empowerment in families: these two led this generation to grow with less adult supervision and more independence.

Flexibility: Because of the way they’ve grown up, they’re independent, more open-minded and flexible than their parents: -They prefer casualwear rather than uniforms and flatter hierarchical organizational structures -They’re the first generation in history to embrace and accept diversity, to care more about ethical issues and the environment.

Work-life balance: Unlike baby boomers who worked hard, they work “smart” and are keen on maintaining worklife balance. They usually have good time-management skills, so they can still pursue their real aspirations alongside their careers.

Spending power: higher than the national American average and all other generations, it accounts 31% of the total US income

HOFSTEDE’S Insights

Italy: this country shows high scores in almost every value except for Indulgence. Overall, Italy is a country where equality and a decentralisation of power are preferred; it is considered a “me culture”, highly oriented towards success values and uncertain situations avoidance, which makes it a stressful and restrained country where people do not put much emphasis on leisure time or desires’ gratification.

Germany: as shown in the graph, Germany is very similar to Italy in almost every value, especially in individualism, masculinity, uncertainty avoidance and indulgence. They slightly differ only in power distance and long term orientation.

United Kingdom: this country is the one that stands out from the two others. As visible in the graph, there are peaks in individualism and indulgence, that make people living in this country very self centred and willing to realise their desires. The lows are power distance and uncertainty avoidance, which agree with what we’ve just said about the peaks.

Overall, we are considering three countries where societies believe that inequalities amongst people should be minimized although not all of them are working in this direction. In general, people are individualists and self-centered, highly driven by success and performance but not comfortable with uncertain situations.

There’s a quite high long term orientation which means people are pragmatic and adapt pretty well to changed situations, but aren’t always optimistic about the future.

ideal client

Status: Married couples, Singles Age: 45/50 years old Origin: Italy, Germany, UK, USA Annual income: 200k-300k Profession: managers, lawyers, bankers, directors, architects Description: They’re all very engaged with their jobs, they travel a lot and are connected and reachable 24 hours a day, with very little time to spend with their families or loved ones. As they all live in big and chaotic cities, they need time, even if short, to completely unplug and switch off from work, to slow down doing nothing and enjoying nature, silence, good food (and wine), and calm environments.

Villa talamo Location

Historic villa dating back to the 18th century, it is located in Fonteblanda within Grosseto Province, in the South of Tuscany. With direct sight of Talamone on the opposite side of the bay, it is found in the heart of Maremma and surrounded by the wild nature that characterized it.

This villa consists of 6 rooms and 3 suites, with a price range that goes from 250 up to 400 euros per night during the summer period.

The entire villa is decorated with antique Italian furnishings in Tuscan style, with a courtyard where guests can have their meals and enjoy the silence and peace of nature and the seaside view just in front of them.

With a very short walk guests can access the villa’s private beach or reach Monte Argentario in a few kilometers, otherwise they can stay at the villa and enjoy the infinity pool.

the POP-UP

MISSION

The store will offer a range of seaside related products, such as swimwear, coverups and accessories, as well as cosmetics and lifestyle products like books, newspapers, table games and stationery.

It will also offer a small range of services to visitors, like yoga classes and mindfulness sessions.

The goal is to provide visitors with chilling activities to do during their stay, which range from shopping a variety of products related to summer holidays to wellness activities.

VALUES The store wants to offer quality products that divert people from the use of technological devices while helping them to relax and disconnect their minds from working life. We want our customers to feel relaxed and calm in the store, but also curious and willing to purchase something to please themselves.

VISION As the villa is immersed in nature, the store will have the goal to serve on one side as a place to spend time during the day and on the other side to buy products that visitors might have forgotten

the store

brands

Apparel

Women’s Swimsuits & Coverups

Men’s Swimwear

Footwear

Women’s RTW

Men’s Swimwear

Men’s RTW

Menswear

Footwear

brands

Accessories

Evening Bags

Beach Towel

Hats Eyewear

Bags

Footwear

brands

NON-WEARABLE PRODUCT CATEGORIES

COSMETICS: -Solar cosmetics: ISIDN -Biofficina toscana: cosmetics (https://www.biofficinatoscana. com/it/) BOOKS: -Ippocampo: Italian editorial company focusing on illustrations (https://www.ippocampoedizioni.it/) -Iperborea - The passenger In general: thrillers, biographies MAGAZINES: -Monocle -Frame -Kinfolk -Wallpaper -Perfect -Cabana magazine -Flash art -Breathe magazine -Condé Nast Traveller -AD -Kodak Printomatic instant camera -Portable board games: cards, checkers, backgammon SERVICES with the villa: Live music sessions (guitar, sax, piano) Meditation and mindfulness sessions Massages CAFE’ with the villa: -Marco Colzani: nectars, jams, creams (https://www. marcocolzani.it/ ) -La Parrina: everything from Tuscan countryside (https://shop. parrina.it/it/ ) -Local wines and finger food for aperitivo

atmospherics As we want our customers to divert from the use of technological devices and get their minds disconnected from working life, we will leverage the power of 5 senses in our store. The goal is to create a space where our customers will feel calm, curious and willing to purchase something to please themselves..

SOUND Based on our survey’s results and the focus group, we know that GenX enjoys the seaside especially because the sound of waves which has a calming effect.

Therefore, we decided to include in our playlist two Indie bands (one Folk, one Pop) and an instrumental only artist.

-Kings of Convenience -London Grammar -Sufjan Stevens

atmospherics SIGHT As the store is going to be a popup during the summer period, it will benefit from the natural light.

In order to get as much as possible of it, the store will be a greenhouse and will be placed in the courtyard of the villa, so that it will be also sheltered in the shade of trees.

Sunlight is important not only to see products in their real colours but also to help people’s eyes rest and so the spirit.

Inside the store we will also include some plants, as green is associated with freshness, harmony and energy.

TOUCH In order to keep the store’s environment rustic and natural, there will be mainly wood as furnishings for the store area in the back, cotton for upholsteries, metal for the caffetteria area and eventually glass for objects around the store.

atmospherics TASTE At the entrance of the store there will be a small caffetteria that, in collaboration with the villa and some local suppliers, will offer some snacks and drinks to guests enjoying the villa and the store during the day, until the aperitivo time.

atmospherics SCENT

In order to get our customers at ease in the store, there will be beeswax candles in the front in the café area; it will help to eliminate odors, dust and mold in the atmosphere. In the back, around products, there will be a slight lavender scent from diffusers in order to stimulates relaxation and harmony in our customers.

Home diffusers: Laboratorio olfattivo Candles: Diptyque Aromatherapy is a discipline that comes from phytotherapy and that takes advantage of the power of plants and flowers, extracting pure essential oils that can instill well-being in the body. It acts through the most powerful of senses: the sense of smell.

In the Ayurvedic tradition the nose is considered the door of the brain. Through the sensors present in the nose, in fact, we communicate with the limbic system, the emotional part of our brain, the one linked to the primordial choices, that can not be controlled, and that guide us without realizing it. Stimulating this sense helps to regain inner well-being, fighting anxiety and anguish.

LAVENDER: It stimulates relaxation, harmonizes the nervous system, rebalances and helps define goals BITTER ORANGE: it restores energy, helps to get rid of fears, restores security and a sense of protection LAUREL: it works on concentration, willpower and dignity, calms fears and instills confidence. It helps focus on goals LEMON: It is the solar plant par excellence.

It has a soothing effect on the psyche and nervous system. It prevents blockages of the sympathetic nervous system and stimulates the parasympathetic one. It helps to get rid of conditionings and instills courage BASIL: it is a very powerful plant. It increases energy and enthusiasm, invigorates the tired mind, relieves stress and tension.

Eliminate negative thoughts, helping to visualize the future JUNIPER: It has a stimulating action that increases safety in case of fear, revitalizes in case of blockage, favoring determination and untying oppression caused by negative thoughts JASMINE: It is the flower of the dream, associated in the Arab tradition with the stars of the sky. It reconciles sleep and relaxation. It gives optimism, confidence, confidence and allows us to dream. It helps to overcome external conditionings imposed. It is a healing of the soul

aWARENESS Building Strategy

1.

Email Marketing Campaigns:

Email is a great tool for building awareness. It is still the best way to keep in touch with old and acquire new customers. It’s more reliable too because the popularity of the various social media platforms is always shifting. For this project we will be using a newsletter showcasing the benefits and advantages of our project and getting the word out with existing customers.

2. site

Promoting it on Villatalamo’s official

Their official website is the most powerful tool for promotion. It allows you to connect with your customers, potential customers, and the public. It also provides a great opportunity to share your message, information and offers with the audience.

3.

Use Traditional Marketing Tactics

Social media is now a way of life, but just a decade ago, we had to go into the trenches and do really tactical marketing because we didn’t have these wonderful channels to use. For this project another strategy would go back to traditional marketing and PR tactics such as traditional public relations campaign, radio advertisement, newspaper advertisement, telemarketing and contacting journalists.

References GENERATION X

https://www.britannica.com/topic/Generation-X https://corporatefinanceinstitute.com/resources/knowledge/other/gen-x/ https://www.investopedia.com/terms/g/generation-x-genx.asp https://www.revlocal.com/resources/library/blog/6-surprising-statistics-that-willhelp-you-market-to-generation-x

SLOW LIVING

https://www-pazgarden-com.translate.goog/2019/06/accogliere-in-casa-la-

bellezza-dello-slow-living.html?_x_tr_sch=http&_x_tr_sl=it&_x_tr_tl=en&_x_tr_ hl=en&_x_tr_pto=sc

DIGITAL DETOX https://www.groovnow.com/blog/discover-the-art-of-slow-living OTHER

https://www.vogue.it/bellezza/article/ansia-rimedi-naturali-gestirla-secondo-esperti

AWARENESS STRATEGY

https://www.forbes.com/sites/civicnation/2022/05/20/students-with-mentors-reappersonal-and-academic-benefits/?sh=17fe5c2f22ed