CONSUMER

CONSUMER PROFILE

For this campaign I will look to intertwine both the DSM and Chanel consumers as well as the pivotal Gen Z consumer in this campaign for optimal reach. I will focus on the aforementioned younger streetwear consumer from Dover Street and look to introduce this younger consumer to the Chanel brand. The streetwear consumer has similar values to a current Chanel consumer in that they believe in belonging to an exclusive community and have an indepth knowledge of the pieces they are buying. However, they choose to align their connections to brands that focus on them specifically, a key difference. Streetwear allows consumers to create their identity around clothing whilst being part of a community as opposed to a Chanel consumer using clothing to define them as an individual. The Gen Z consumer for this collaboration is aged 18-24 and evaluates brands on their values, personality, and meaningful philosophies, (Laughlin, 2021) searching for unique experiences and pining after real physical connections with brands, they view consumption as access rather than possession allowing an expression of identity. (Hope, 2017) They now have enough disposable income to afford luxury brands that match their values. This consumer spends most of their day online, but this has further pushed a craving for in person interactions and community that they simply cannot gain online. Hence they look to meet new people and discover new experiences, the consumer for this collaboration will come together in a space apricated by all, curious and excited about the opportunity of owning an exclusive piece of Chanel and DSM history they will visit the store to experience the unexpected. The hype surrounding this collaboration will resonate with a new tribe of consumers that is looking for something new and stimulating, giving them new understanding of what experience can be when not online as well as a view of traditional luxury in a new light.