Who are the ‘Fashionistas on a budget?’
Fashionistas on a budget are a group of fashion focused young people, found in the center of urban cities. They are at the heart of social change and innovation, and are always looking for new products and experiences - something which forces brands to up their game in all aspects. Fashionistas on a budget use garments as a way of projecting their personality, individuality and social status. Fashionistas on a budget dream of big brands and high quality garments, but don’t have the financial capacity to do so, with most of them still living at home, or trying to afford extortionate rent in the big cities - so instead, they seek lower cost products that have a strong brand message and are of good quality. They may be seen splashing out on a luxury item if they believe it is truly worth it, and this will become their stable wardrobe item. This consumer segment is technology and social media savvy and require brand engagement on all platforms in order to make their purchasing decisions the more connection they have with a brand the more likely they are to purchase their products. Despite having a love for E-commerce and social media shopping, Fashionistas on a budget still need in-store engagement, and experiences provided from a brand.
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