Target groups

TARGET GROUP

BRAND - IDENTITY

NS is a curious and responsible innovator - he is constantly looking to develop and is not afraid to take on a challenge.

Living an adventurous and mission-driven life is important to NS since he values nature and quality. He goes on holidays to the sea or the lake with friends and family. There he gathers strength and energy to continue his journey. When he is on deck and not sailing he likes to listen to indie/techno music to stay in the exciting spirit.

In short, NS is an innovative and sailing-driven brand of high quality. It is important for us to lead by example by staying true to our values - so that we can continue our mission by educating our community about the ocean.

TARGET GROUP

CURRENT AND REMAINING TARGET GROUPS

THE SEA AMBASSADOR GIANLUCA

Around 35-year-old men, who love the sea because it is an escape from the busy life that they are have in the city. Their fathers inherited their passion for the ocean, and they hope it will be passed to their kids. They like NS because of its quality, so they use around the sea and in the city.

THE MARINE NATIVE FRANCESCO

This group is oriented to the people around 45- or up who sail in a professional way, they love adventure, traveling, sports but above all that they love the sea. They look for high-quality clothes that can resist all these adventures.

TARGET GROUP| GEN Z

GEN Z : 1996-2012

GEN Z CHARACTERISTICS:

Have a stronger sensitivity towards sustainability on an environmental, personal and economic level.

Is set to become the most-self-educated generation yet, and are choosing to learn new skills and subjects on their own.

Gen Z' s seeks to understand their own mental and emotional health and help themselves.

Gen Z' s expansive knowledge on social justice and sustainability is building a new version of activism, through education –gaining recruits in building a more tolerant and in-touch world.

GEN Z FEELINGS:

Future Shock

A feeling of distress due to rapid societal and technological acceleration.

Overstimulated

Driven by emotional clutter and always-on lifestyles, our senses are at capacity.

Tragic Optimism

This mindset boasts a more realistic framing and is focused on no toxic positivity.

Awe

A feeling of wonder that has been shelved for the past few years.

TARGET GROUP| GEN Z

GEN Z : 1996-2012

Italy's population is equivalent to 0.78% of the total world population.

The current Gen Z population of Italy is 60. 315. 38.

The median age in Italy is 47.3 years.

POPULATION IN ITALY BY AGE GROUP

MAIN ITALIAN CITIES AND THEIR POPULATION

TARGET GROUP

NEW TARGET GROUPS

THE SUSTAINABLE CONSCIOUS FRANCESCA

In this group, we can find young women in their 20' s that love spending time with their friends and finding new places in the city. They are interested in fashion and being trendy, but also care about the planet and sustainability. That is why they search for brands that share the same values. They know what they want.

THE SUSTAINABLE ACTIVIST MATTEO

Men in their late 20' s who want to create awareness about social causes and environmental problems through their SoMe accounts. They are involved in the latest digital and fashion trends and like brands aligned with their ideals and values.

TARGET GROUP | PERSONA

FRANCESCA

Interest in purchase:

Brand values Latest fashion trends Stylish Aesthetic and esthetic

Motivation:

Conscious consumption Climate change Social causes Cultured person

Age: 24 Status: Single

Gender: Female Occupation: Architect Income: Low to medium

She is in her mid 20´ s and recently graduated. She started to work as an architect. She likes to enjoy the little things in life, spends time with her friends and visits new places. What she dares to do: looking for new adventures. Anna has a strong sensitivity towards sustainability in every aspect .She likes to be conscious about what she consumes. That’ s why she prefers to purchase clothes from brands that care about the environment as she does.

TARGET GROUP/PERSONA

MATTEO

Interest in purchase:

Quality Slow Fashion Brand Values Style

Motivations:

Spread consciousness Latest trends Awareness of climate change Age: 26 Gender: Male Status: In a relationship Income: Low to Medium Occupation: Graphic Designer

Matteo is in his late 20' s and he is involved in the latest digital & fashion trends. He works as a freelance for an digital agency. He likes to work while sitting down in a coffee shops in the city. He spreads awareness about the climate change on his social media accounts. He and his girlfriend like to spend watching documentaries from which they learn about sustainability. He ' s into slow fashion movements and likes brands that are conscious about the environment.