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CONSUMER 

PROFILES

Consumer 1-

  • Marcus

  • 26

  • Male

  • Freelance graphic designer

  • Earns £50k per annum

  • Purchased his first flat in Brixton with his fiancé

  • Likes buying new clothes to share on his Instagram with engaging captions to his followers such as “what did you wear today?” posts

  • Reads magazines Cereal, Hypebeast and Highsnobitey

  • Intrested in photography and regulary attends Palace drops to take photos of people’s outfits

  • Shops at competitor Supreme and prefers their merchandise

  • Wears streetwear as it makes him feel like part of a skateboarding community despite living in a capital city

  • Defined by the ACORN classification he is group E type 16 as he has enough disposable income to book weekends away to Amsterdam with his group of friends. 

  • His family life cycle stage is the newly married couples group

  • He is an early adopter of trends as he has few financial burdens which allows him to buy into many fashion items regulary

  • Observation from the researcher found that this consumer browses the store and does not feel pressured into purchasing

Consumer 2-

 

  • Jake

  • 17

  • Only child

  • Lives at home with parents in Guildford, Surrey

  • ACORN classification group C type 9

  • Older parents who have now retired

  • Studies his A levels at 6th form and is hoping to go to Nottingham Trent University to study Architecture

  • Sets an alarm for Palace drops to ensure he can add all the items into his cart, no matter the cost

  • Finically supported by parents

  • Spends free time playing video games

  • He is part of the late majority when it comes to adopting trends as he is likely to copy what his friends have

  • Follows the brand on all their social media and interacts with every post and is a regular poster in Palace Talk UK/EU where he searches for more Palace merchandise to buy

  • Primary research collected found that this consumer purchases from every Palace retail drop

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