outfits for men
Group A
Type 1 Philip: Youthful Aspiration Age 36-45
keep up with fashion as they want to retain their sense of youth - the pattered jeans distinguishes the “youthful� side of the fit, a tshirt paired with a short sleeved outerwear for a more casual look, put together with a belt. the colours are in trend, youthful vibe
not have much money to spend on clothes - clothes from h&m
buy trendy clothing - the red colour, experimental, yet reserved
Type 2 Malcolm: Any Shirt Will Do Age 46-55 not particularly interested in their clothes - does not really match
not trying to express themselves through their clothes - subtle with the colours
average level of spend on clothes - Malatan
Type 3 Lee: Functional Fashion Seekers Age 18-25 very fashion-conscious
clothes to be functional as well as practical.
individual and their clothes to reflect who they are
sometimes spend on high priced item if very attracted to it - burtons
Type 4 Jason: Sporty Basics Age 26-35 favour a casual, sporty look which is easy to wear and simply want to fit in
clothing is not a big priority in their lives but they are young and are influenced by the styles and preferences of their peers
do not want to look out of fashion or be boring in the way they dress - JD Sports
low disposable income and certainly do not want to waste money unnecessarily on clothes - 2 in 1 jacket
Type 5 Nathan: Budget Image Age 26-45 Young men with a low budget but a high sense of image - peacocks and tesco
do not have much income to spend on clothes but are conscious of the way they look
buy clothes that are in fashion and will actively search out new trends
a way to make a statement to the world about who they are and do not care if this means that they stand out
Group B
Type 6 Stephen: Mainstream Fathers Age 36-45 not experimental in their choice of their own clothes and they are not looking for individuality in the clothes
happy to wander around shops which have their own brand labels such as Next or Asda
Type 7 Tim: Professional Look Age 36-45 need to look respectable for their career jobs and they therefore spend more on their work clothes Ready-made suits are a favourite purchase and are bought from stores such as Marks & Spencer and John Lewis
good quality clothes of a high value
quite conservative in their choice of styles and do not like to wear clothes that make them stand out
Type 8 Clive: Mid-range Suitability Age 46-55 primary aim of their clothing is to dress in a suitable manner that is respectable and appropriate
individuality and fashion details are not wanted - least experimental of all
do care about the quality of the items they buy and would be very negative towards cheap imitations such as synthetic shoes
Type 9 Howard: Distinguished Classics Age 46-55 Men who buy high-quality items in a classic but considered style
prefers a classic or tailored look but are not necessarily buying just for work
not without a sense of fashion and they like their clothes to reflect something of current trends but only in a toned down manner
Group C
Type 10 Simon: Quality not Quantity Age 26-35 simply want good basics in their wardrobe
not into the latest fashions and do not have an interest in keeping up with trends. With their practical frame of mind they will only buy something in the latest trend if they are sure it will suit them
have an awareness of brands and will favour labels that they consider to be of high quality. This choice of good brands is the main way that they see their clothes reflecting their personality - H&M
Type 11 Luke: Brand Boy Age 18-25 brand and styling are extremely important in clothing
reasonable disposable income, spends a lot on clothes Debenhams
love finding an outfit that makes a statement about who they are and makes them stand out from the crowd
Type 12 Dominic: Dressed in the Best Age 18-25 Young men with a taste for expensive clothes
not necessarily looking for individuality but want to be noticed for the exclusiveness of their appearance - john lewis
they would rather stand out in terms of quality than in the latest fashion. They are not particularly experimental and often favour classic looks which are updated to reflect modern trends.
Group D
Type 13 Fred: Low-cost and Long-lasting Age 55+ Older men who are extremely price conscious and care for comfort more than fashion
buy the cheapest versions of clothes and shoes available
durability is also essential as they want to buy items that will last a long time
dominated by how comfortably they fit and fashion is of little or no concern
Type 14 Roy: Conventional Appearance Age 56-65 sensible dressers who do not have strong opinions about clothes; they simply want to look respectable
they tend towards a classic or tailored look - Littlewoods
Type 15 Hubert: Selective Habit Age 66+ do not want to experiment and the dictates of fashion have long since passed them by
primary aim of their choice of clothes is to look appropriate and respectable - Edinburgh Woollen Mill
They do notice quality and will choose items that they can see are of a good standard and will last them a good time.
outfits for women
Group A
Type 1 Ana: Individual Urban Trend Age 18-35 young women confident in their style, who like to express themselves in the clothes that they wear. They are well aware of fashion trends but shop to suit their own individuality rather than relying entirely on the dictates of the season
them stand out from the crowd and reflect their individualism. Less formal clothes such as boots and jeans are favourites.
Type 2 Maria: Practical Comfort Age 36-55 who want to look good but need to have clothes that are functional
know more about fashion than those around them, this is more a reflection of the lack of interest in high fashion from their peers
practicality and price are important
they buy essential wardrobe items rather than many cheaper alternatives.
Type 3 Katie: High Fashion for Less Age 18-25 fashion is very important and who are very keen to be dressing in the latest trends
high proportion of their disposable income that is spent on clothes that illustrates their love of fashion. Shopping for clothes is a pleasure and they will invest considerable time locating the perfect outfit
would rather have two or three more expensive but perfect outfits, than ten cheaper versions
Type 4 Sara: Family Sense Age 26-35 level-headed approach to buying shoes and clothes for themselves
budget is not high so they have to take a rational approach to clothes shopping
clothes will be durable and comfortable, as well as fun to wear, and that they can aord Mothercare
they do not have a lot of time to spend on themselves or shopping
Group B
Type 5 Natasha: Restricted Wardrobe Age 18-35 fashion matters but they just do not have the budget to dress the way that they would like
Basics are bought cheaply where possible so that the maximum amount can be allocated to wardrobe fundamentals
very keen to make a statement with the way they dress and spend a lot of time trying to put together the right look within their restricted budget. Buying clothes that are trendy and reflect the latest lines is very important to them
Type 6 SarahJane: Shoes and Mortgages Age 36-45 They would like to have clothes that keep up with current fashion trends but this is not always practical as they do not have the time to shop that they used to
Brand names and quality are not the biggest drivers for making purchases — clothes that are practical and functional for their active lives, as well as making a nod to the latest trends, are what attracts them
Type 7 Stacey: Shoestring Style Age 26-35 very low budget available for purchasing clothing for themselves and for their children
they have not lost their sense of style and the urge to dress fashionably is high even though they do not have much means at their disposal - Malatan
driving factors in their purchasing decisions are style and price and not quality or durability
Group C
Type 8 Michelle: Kitted-out Kids Age 26-35 Favourite styles are sportswear when dressing casually and the latest supermarket copies of this seasons trends for seeing friends or going out
Having their children dressed in trendy clothes is a key statement of self image
Type 9 Tammy: Image as Identity Age 18-25 they are the highest ranking women for whom fashion is important and yet they spend the least amount of money on clothes
extension of personality and their choice of outfit is all about making a statement and expressing who they are.
it is extremely important for Image as Identity to wear the correct latest clothes that follow the accepted latest styles of their peer group
Type 10 Christine: Price and Practicality Age 46-55 buying clothes is simply a practical necessity
low cost and functional
buying clothes for children and husband way more often
Type 11 Lynn: Family Necessities Age 36-45 Individuality of style or brand does not feature in their purchasing influences. They are looking for lowcost, good value items that they know will last, as they would rather wear their clothes until they are worn out.
Quality is not an issue for these women
a tendency towards discount sports brands but also shops in places such as Marks and Spencer for essentials
Group D
Type 12 Annabel: Best Dressed Fashionistas Age 18-25 strong sense of style and the money
above average but their key characteristic is that they buy fewer items in order to be able to aord the maximum spend per purchase
keen to express their personality and individuality in their clothes, they are not indiscriminately adventurous
admits that they like classic looks but only if they are updated to reflect current fashion trends
Type 13 Virginia: Big Spenders Age 36-55 buy a lot of clothes and the buy the best quality, resulting in a very high average spend per purchase
Fashion details are not a primary driver in choosing clothes, they would rather have appropriate clothing that they are comfortable with, that is good quality and is made from superior natural fabrics - 100% polyamide from Marks and Spencer
Group E
Type 14 Jane: Hit-and-Run Shoppers Age 36-45 does not care deeply about clothes — they do not express strong feelings about fashion or brand, equally they do not care too much about quality or price Debenhams
buys a lot for everyone in the family
Type 15 Marilyn: Local Essentials Age 46-55 not looking to make grand statements with the way they dress, they have reached a stage in their lives when they do not feel the need to express their personality through their attire
respectable clothes that will suit their needs
Group F
Type 16 Agnes: Repetitive Purchasers Age 65+ a tried and tested style, and that they know will be comfortable
Fashion is of no interest to them.
Type 17 Nancy: Autumn Style Age 55+ not interested in following the latest fashion trends
still care about the way they look and want to be able to find clothes that has some reflection of more recent fashion trends but in a much more toned down manner. They would still like to be able to make a statement with their clothes and do not want to give up completely on their image.
budget is an issue
Group G
Type 18 Peggy: Catalogue Classics Age 55+ traditional products and classic styles
like clothes that blend in and do not make them stand out, they are the least likely type to want to experiment with new styles
Type 19 Marjorie: Traditional Tailoring Age 65+ rather have fewer good quality items than many of lower quality. The classic or tailored look is key for them and they are happy to have these styles updated to be slightly more up with the times as long as it is done in a subtle, moderate way.
Type 20 Cynthia: Moderation and Sales Age 55-65 Third highest spend of any female type and make a high number of purchases. They prefer a classic tailored look but are not completely set in their ways and have retained some sense of experimentation compared with others in the older Types. They prefer quality rather than purely style, but they have not sacrificed their appearance in favour of comfort.