7. UK Customer Profile

Age: 16-34 years old (Statista, 2021), Younger millennials, Gen Z Gender: Any gender Race/Ethnicity/Sexual Orientation: Any gender, race, ethnicity Occupation: Students, Recent Graduates, Fashion related jobs of any level, white collar jobs, social media related jobs Residence: Major town and cities, like London, in flats Family: Mostly single or in a couple Values: - “80% of global consumers believe brands must be transparent about their environmental impacts in the production of their goods and services, with 38% stating businesses should prioritize responsible production and consumption of goods and services” (Houghton & Taylor, 2018) - “Generation Z and Millennial consumers who self-identify as being creative (47%), while aligning with street and hip-hop fashion styles (52%). ‘Brands that are able to participate in credibility – those that offer authentic narratives and honest cultural interventions – are the ones who can build lasting relationships with this next generation of consumers,’” (Houghton & Taylor, 2018) - “70% of European consumers are interested in the idea of retailtainment, connecting with brands to purchase via live-streams or social media platforms” (Houghton & Taylor, 2018) - For regular treaters, branded luxury buying is still important, but they also highly value experiences and travel, which reflects a desire for uniqueness - naturally fueled by social media. (Dialogue Blog, 2021) - This customer values authenticity, high quality, great customer service, stories & narratives behind the brand, a strong online presence, and immersive advertising or experiences (Dialogue Blog, 2021) - Because the new luxury consumer brought on by the pandemic is Gen Z and younger millennials who are entering the workforce, they have more money to spend on themselves. (Dialogue Blog, 2021) Interests: They eat out at restaurants, go to the cinema, and make the most of the culture and nightlife of the big city (CACI, 2014), Streaming TV on Netflix, Amazon Prime, or ITV. They love to travel and do various activities with their friends like go shopping. They will read fashion magazines online, avidly use social media to share content about their life and browse through social media to access content related travel, lifestyle, music, news, sports, and other entertainment. They like to shop luxury, but also loves a good vintage find