DOVER STREET CONSUMER

The DSM consumer is somewhat varied. On one hand is those of intellect, often early adopters, they have a deep understanding of the brands within the store, visiting regularly to explore the new exhibitions. They wander around the store, soaking up the details and passing through each brands space, knowing instinctively which brands presence they are in. This consumer places huge importance on looking ‘fashionable,’ they are middle class Millennials with a higher disposable income to afford the high-priced luxury items on offer. Living in metropolitan areas or tourists visiting from other fashion capitals they enjoy not only the creative uniqueness of the store but spend time soaking up the experience enjoying the cakes at Rose Bakery before completing their purchase. On the other hand, are those consumers who visit for the lower end brands and items specifically, for example the Streetwear brands and CDG Play items such as Converse and T-Shirts. The ‘drops’ and exclusivity of these brands draws in this consumer and hence leads them to view other brands within the store expanding their knowledge of new and exciting brands. These consumers are likely to be young Millennials and Gen Z, lower classed with less disposable income but have an intense knowledge of the community and specifics of streetwear connecting with its background and history. They purchase instead in a savvy manner picking pieces that are higher priced yet meaningful to them, giving exclusivity new meaning. They have a strong tribal culture using logos and street culture to express who they are. Both consumers have an intellectual knowledge and understanding of fashion and what it can represent and portray about them, suggesting the nature and perception of Dover Street itself.

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