Core target customer

Core Target Customer

"People of different cultures handle money differently. When you see how the super rich live in Asia, it’s on a scale that’s almost beyond anything. " Crazy Rich Asians author Kevin Kwan

According to Kwan's personal experiences as he presented in his book/movie Americans tend to value personal wealth by being more discreet, in the other hand, Asian high society collective fashion sense arises from the effort among wealthy people to show off what they have instead of quietly enjoying it (Daswani, 2018). The Kooples want to reach a premium positioning in the Asian market targeting young fashion aware that will be persuaded by the cool chic Paris core style of the brand. Open-minded young independent professionals who can identify themselves with the brand core values, who understands the relationship with the music, the vintage mindset, and who manage to wear the effortless sofisticated edgy style (TheKooples, 2018) (Zhang, 2018). According to Natasha Kraal, editor-in-chief of Harper’s Bazaar Malaysia “the defining demographics in Malaysia have evolved, the nouveau riche are today’s Gen Zs in terms of fresh income and appetite for luxury.” and for these "luxury consumers" the rules of engagement have been changed. Generation Z and Millennials from middle high and upper classes demands personalisation and recognition, focuses less in showing of, and owning a product. They are more conscious about the history, the values, the connections, ethics experiences of the brand (Tan, 2018). In the South China Morning Post report about Malaysian luxury lovers Kraal also notes that the buying habits of “dedicated followers of fashion”, sustained by wealth and consumption, have not altered in any significant way. So, apart from the political class and crazy rich, the brand-new emergent middle income market is splashing out on the good life in New Malaysia as well (Tan, 2018).

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