Demographic  

 Behavioral  

 Geographic  

   Psychographic  

Who  is  our  consumer?  

Behavioral  Brands:  Hacke2,  Reiss,  Fred  Perry,  Barbour,  Paul  Smith  Interests:  All  sports,  especially  cricket  and  tennis  Car:  Small  starAng  car  eg  Mini,  Mother’s  old  car  before  buying  new  4x4  Occasions:  Lots  of  garments  for  work,  looking  for  casual  clothes  that  reflects  his  smart  style  

Geographic  From:  Rural  England  Currently  Lives:  City    of  University  or  Profession  eg.  London,  Birmingham,  Manchester  Source  of  Clothing:  Usually  BriAsh,  however  customer  isn’t  too  driven  by  source  of  clothing  

Demographic  Age:  21-­‐30    Gender:  Male  NaAonality:  BriAsh  EducaAon:  Private/Well  Respected  High  School,  High  Profile  University  OccupaAon:  University  Student  /  Recently  Graduated  Young  Professional  

Psychographic  Lifestyle:  Likes  the  ‘finer  things’  Values:  Good  quality,  simplicity,  masculine  clothing  and  smart  tailoring  A^tude:  The  smarter  the  dress,  the  smarter  the  person