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Executive Summary

Executive Summary

Bethany Robinson Age- 22 Location- Hartlepool (Spends 3-4 days a week in Newcastle for university) Family- Lives with mother, father who are self-employed, younger sister and older brother, when not at university. Income- £15,000 funded from student loans and part time job. Has around £60-£70 disposable income a week. Interests- Painting, cooking, socialising.

Lifestyle- Bethany enjoys cooking for her friends and family, including what she learned on her gap year in India. She enjoys staying healthy by running and drinking smoothies. She likes to express herself creatively through painting and making candles for her friends and family. She will donate clothes she doesn’t wear to charities or friends and family.

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Buying Habits- Most shopping is done in-store as she likes to feel the clothing before buying, acts on impulse rather than researching products. She doesn’t mind online shopping if she finds clothing that are unique, timeless and is made to last. Bethany takes sustainability and ethics into consideration and likes to be aware of where her clothes come from. She may buy a new piece of clothing or accessories every 2 weeks.

VALS- Bethany is a Believer; she believes basic rights and wrongs lead a good life, wants friendly communities and likes to know where things stand (Business Insights, 2018). Response to trend – Bethany will take to the trend very easily, coming from a small town with a large family she values community and understands the hard work that goes behind a small business. Will be very appreciative of the brand’s choice to support local fashion brands and understands what it will mean to the brands chosen which will encourage purchases. As she usually shops in store, it is harder to find brands as they are usually too small to have their own store.

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