GLOBAL CONSUMER

The Young Creative

AGE: LATE GEN Z 18-24

INTERESTS: PODCASTS, INFLUENCERS, FASHION, SOCIAL MEDIA, SOCIO POLITICAL ISSUES inclusivity aren’t exclusive and that “everyone deserves nice things regardless of race or gender” (Olu, 2020).

WHERE: NEW YORK, USA, JAMACIA, TRINIBAD AND TOBAGO (Googletrends, 2021).

Clemens Telfar focuses on inclusivity within the brand; the tagline: “Not for you - for everyone”, (Telfar, 2021). Although Clemens wants anyone regardless of any background to purchase from the brand, the typical global consumer of Telfar tend to be Generation Z (Blacksher 2021), evidenced from the models on instagram and from interviews from consumers as they are within this age range (Telfarglobal: Instagram, 2021).

Consumers are often black (female or male) as Telfar is a black owned brand (Telfar, 2021), focusing on “freedom from the gender binary”(Olu, 2020). Telfar want to remind POC that they “are part of a diverse community”, (Olu, 2020). Many people feel that “the culture of exclusivity in fashion is rooted in white supremacy and systemic oppression” (Olu, 2020).

Clemens Telfar, the brand creator, called Telfar “genderless, democratic, and transformative”. Telfar also want marginalised people; “especially queer people” (Blacksher, 2020) who tend to use gay dating apps e.g, grinder, to feel accepted by a community by creating exclusive content for those apps (Anderson, 2016).

The Gen Z consumer are progressive and interested in current issues (Casey, 2021); supporting social issues and often campaigns for rights for LGBTQ rights, or the Black Lives Matter (BLM) campaign. Telfar consumers sold-out a T-shirt collaboration with BLM in 2019 where all proceeds were donated to the charity, (Colyar, 2019).

Consumers are often C2 social grade, with the bags sitting at a lower price point at $191.00$322.00 (Telfar, 2021). Consumer often save up to purchase from Telfar, using ‘Klarna’ to pay in instalments, or the ‘Bag security Program’ to ensure their desired colour of ‘The Shopping Bag’ (Telfar, 2021).

The consumer tend to be active on social media, especially instagram as it is their top destination stories to bring visibility to its community of fans, “There has never been a bag that I’ve wanted to take a picture with and post on my IG [prior to Telfar]” (Blacksher, 2021). Gen Z are also the most likely to 32.15% of it being from ‘Instagram’ and 30.11% from ‘Twitter’ (Similarweb, 2021). Despite this, most conwith the top searched words being “Telfar” (40.10%) and “Telfar Bag” (34.68%), (Similarweb, 2021). Consumers have a strong sense of self- identity, wants to stand out and be seen as fashionable and associated with the symbol of group identity that Telfar represents (Blacksher, 2021). Telfar podcasts with 62% of young consumers 13-39-years-old listen to podcasts, with 26% reporting that they listen to podcasts every week, and are also more likely to interact when celebrities or Youtubers are involved (Ypluse, 2019).