3 minute read
Consumer Tribe
CONSCIOUS DECELERATORS
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Deriving from the busyness of everyday life, this community of Conscious Decelerators is united by their commitment to a slower, more sustainable pace of life. This extends their desire to seek out brands that serve a purpose, be that for mental wellness, or environmentally considered values. Although they do not eschew technology completely, they implement to restorative spaces in everyday life.
With 91% of aspirational consumers willing to pay more for products produced in a socially and environmentally responsible way (BBMG, 2013); this consumer community seeks mindful, whole-system products. Product offerings and messages should provide transparency in all aspects of the supply chain - even if this shows areas of improvement.
It is suggested that 87% of consumers are more likely to engage in a personalised experience (Epsilon, 2018). As this group seeks to mitigate it’s consumption habits, opportunities for service-led products are heightened, making a core value, the expectation to get more from their products.
TERMINAL VALUES
INSTRUMENTAL VALUES
Equality
Inner harmony
Pleasure
Responsible
Imaginative
Broad-minded
DIGITAL ARCHITECTS
As digitally articulate consumers, the Digital Architects have high levels of technological advancements engaging them with the latest smart systems, tools, platforms and channels. Having grown up intuitively they have adopted gestural design and are able to navigate multiple interfaces for technology.
A recent study by Retail Perceptions showed that 71% of people would shop at a retailer more often if it offered Augmented Reality solutions, demonstrating that consumer hunger already exists (Retail Perceptions, 2016). Additionally 88% of UK Generation Z say they would prefer brand experiences delivered by blending digital and physical channels (YouGov, 2019).
Digital Architects drive on building digital eco-systems that cut through virtual noise, to produce self-curated virtual environments where retail is convenient and meaningful.
DIFFUSION OF INNOVATIONS
2.5%
13.5% Innovators Early 34% 34% 16% Adopters Early Majority Late Majority Laggards
Figure 8: Diffusion of Innovations theory (Rogers, 1962) identifying that the Digital Architects are within the early adopters for the latest upcoming changes within the industry.
RAINS MILLENNIAL 2.0
The target market is a fusion of the conscious decelerators and digital architects. Rains core consumer derives from a Scandinavian based Millennial, who lives in cities such as Copenhagen or Amsterdam. Through global expansion, the brand has become more accessible to a broader consumer group with shifting wants and needs. This tribe of fashion-conscious Millennial’s seek sustainably considered rainwear, for both practicality and style, however they are in-touch with innovations that connect them to virtual spaces. This increases their desire for products and services that pose both physical and digital offerings.
AGE
GENDER
25 - 34, Millennial
Undefined
GEOGRAPHICAL
CAREER
LIVING STATUS
LIFESTYLE
INTERESTS
BEHAVIOURS
Copenhagen, Denmark
Creative Agency | 255,000 DKK (£30,000)
Comfortable Communities // Rising Prosperity Successful Suburbs (3G) // Career Climbers (2E)
Often spend weekends visiting modern museums such as FOAM in Amsterdam, shopping at the local food market and value home cooked meals from organic ingredients.
Despite the hustle and bustle of city life, they enjoy immersing themselves in nature; going for long hikes or bike rides - equipped with their Rains coat for any weather.
Shops 1-2 times a week, usually through e-commerce app platforms, utilising Apple pay. Equally enjoys browsing in concept stores.
David Uy, CO-Founder and CEO of BLMP Licensing Marketplace (Licensing International, 2018).
