Genotypes

The Traditional Kenzo consumer: The Traditional Kenzo consumer is the working woman. She is an eclectic free thinker with a high level of experimentation with her sense of style. She is an independent working class woman in Japan, with a deep love of arts and performance. She loves to surround herself with nature and attend events that are culturally diverse. She seeks products that are of the highest calibre, seeded with vibrant colours and prints along with utilitarianism and practical design features.

This customer has evolved due to the rise in the working class. Seeking practicality whilst fusions of fun, colour and prints. Seeking garments that are culturally rich and have a fusion of eastern and western worlds.

DEMOGRAPHICS

Age: 30-50 Sex: Females(Dominant), Males, Kidswear Income/Social Position: Middle to High class with high disposable income Family structure: Nuclear families, Joint families Relationships: Couples, Stags

PSYCHOGRAPHICS

Free spirited Working class women Independent & Experimental Eclectic Interested in arts and culture Interested in Dance and Theatre

TARGET PERSONA

Traditional Female consumer

Meet Yaoxin. Yaoxin is 27 year old with a pattern making background from Bunka college. She works in a department store in Singapore as a Sales Associate. She is a synesthetic, so naturally has a love for colour. Prints and dyes are important in her clothing purchases and has attended courses on these subjects.

She enjoys Pop art and Surrealism. Contemporary artists that she enjoys are: Yayoi Kusama and Andy Warhol. She spends her free time reading, watching local theatre, travelling and attending fashion presentations about Kenzo and other Japanese designers.

Traditional Kenzo Male consumer

Meet Dominic. Dominic is 26 years old and is an upcoming actor in the movie industry based in Naples, Florida. He loves to listen to hip hop and is a very sociable character.

Dominic has recently graduated with an Economics degree but changed his career path to acting so that he could pursue his passion. He likes to go clubbing on the weekend where he listens to his favourite artists and is surrounded with a like-minded artistic community. He works as a part time writer for his local magazine company about fashion and arts.