Saturday, 18 January 2014

Analysis | Demographic

Important style guide bits I've found today detailing their new target audience 'The Urban Insider':

Demographic
He is well educated and has a good income. His bike and public transport are his favorite ways to get around. He has an active social life.
His travels include both short and long trips.

Attitudinal
He is passionate about his city and city life, but he loves calm and green spaces too. He is open to whatever happens and loves the surprises
the city has to offer.

Stylistic
His style is eclectic and understated; it’s a mix of brands and looks taken from many stages of his life. 
and while he is conscious of being cool, he doesn’t want to be seen as “trying too hard”.

Behavioral
Before shopping, he often does a little research on a brand or product’s story. He may buy different types of bags over the year. Being a frequent user of social media, he often follows and likes his favorite products on digital platforms.

These are taken from the Eastpak style guide. Visual examples of their target can be seen at the end of the video below:

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