Jermyn Street, in the heart of St James’s, one of London’s most historic and fashionable districts.

Jermyn Street dates back to 1664 when Charles II authorized Henry Jermyn, the Earl of St Albans, to develop an area close to St James’s Palace. It has flourished ever since and holds a worldwide reputation for high quality British artistry and craftsmanship. The street is home to London’s finest men’s tailors, shirt makers, suppliers of leather goods, food and wine merchants, restaurants, hotels and art galleries.

Our assignment for the group in London was to envision a shopping experience that seemed like visiting a tailor that had been around during your granddad’s time when he was a Freemason. We were trying to assemble culture and technology in a subtle blend, to try and not make the experience seem like cyborgs were talking to the shopper, to induce a bit of humor. We do need to laugh a bit more, don’t you think? Everyone is just so bloody serious…

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The feedback that we got from most shoppers were that some of them couldn’t figure out where to find the best deals, and if they did, which of their credit cards and loyalty cards would get them the best prices. The current experience was frustrating, where the loyalties and cash backs were hidden in some labyrinth that no one could get to easily. Our intent was to make it visible to the user so he could make the best choice.

Another issue with fashion manufacturers is that they seldom get all the sizes perfect. As you may know, everyone isn’t built like Chris Hemsworth or Gisele. What if they dropped by their local 3D scanner studio, you know the place where they create those creepy 3D figurines of you, using technology from 3D-a-Porter. They scan themselves, add their nurbs data to the fashion app, the fashion manufacturers in turn add their merchandise in 3D as well, matching the user perfectly – or not. So in short, a virtual changing room.

Personas

howardHoward: Distinguished Classics
Men who buy high-quality items in a classic but considered style
“I prefer a classic tailored look.”

 

Key demographics
Age 46-55
Families with older children
High income

Shopping behavior
High spend
Likes sales
Buys good quality
Prefers classic look

Favourite shops
Independent clothes shops
Marks and Spencer
House of Fraser
Independent shoe shop

Favourite purchases
Casual shirts
Casual trousers
Casual shoes
Ready-made suits

Top Shopping Centres
Guildford
Watford – Central
Knightsbridge
Kingston upon Thames

Description
Distinguished Classics is a type for whom money is no issue. High-quality clothes are purchased in exclusive independent clothing stores and high-end department stores such as House of Fraser. This Type prefers a classic or tailored look but are not necessarily buying just for work. Favourite items include casual shirts, trousers and shoes and these will all be items of a high standard with top of the range brands. They are not without a sense of fashion and they like their clothes to reflect something of current trends but only in a toned down manner. They will always choose natural over synthetic materials.

This Type has two characteristics that make them unusual within the male fashion types. The first is that they like to buy items for their wife — these may be presents or it may be that they prefer to go shopping with their wife. The second unusual characteristic for men is that they have a propensity to shop in the sales. It is certainly not from financial necessity, they must simply like the feeling of prudence gained from buying discounted items.

In general, they prefer to plan the items they require in advance rather than buy on impulse. They spend mostly on credit cards for convenience. Distinguished Classics are aged between 46 and 65, have a very high income and often have older children still living at home.

Purchasing influences

  • I would rather buy one quality item than several at lower quality
  • I prefer natural rather than synthetic materials for the clothes and shoes I buy
  • The brand name of the clothes and shoes I buy is very important to me
  • I usually buy mainly sale price or discount clothing and footwear
  • The styling/look of an item is more important than the quality
  • I often pay more to get better quality
  • Price is not important if I really like something
  • I am more concerned about quality than fashion or price
  • It is difficult for me to find fashionable clothing at prices that I am willing to pay
  • I tend to buy on impulse, rather than planning in advance
  • I always compare shops for prices

Practicality

  • Durability is more important than how fashionable the clothes are
  • I buy new shoes or footwear mainly to replace something that has worn out
  • Fit/comfort is more important than appearance/styling
  • Shoes made of synthetic materials are just as good as those made from leather
  • I only buy clothing if I really need it
  • I am active in work and require clothes that are fashionable but also functional
  • I wear clothes until they wear out

Style preference

  • I prefer to wear casual, less formal clothes whenever possible
  • look for individuality in the clothes I buy
  • I don’t like to wear clothes that make me stand out
  • I like classic looks, but only if they are updated to reflect current fashion trends
  • I prefer a classic or tailored look
  • I buy things that are similar to those that I already own
  • My clothes help me to express my personality
  • I tend to buy items by brands or designers whose styling best expresses my personality
  • I like to make a statement with the clothes and shoes I wear
  • become less experimental/more conservative in the clothes I buy
  • I like to experiment with looks and styles

Attitudes to shopping

  • I really enjoy shopping for clothing and footwear
  • spend a lot of time and effort getting the right look
  • I spend as little time shopping for clothing and footwear as possible
  • I spend a lot of money on clothing, footwear and accessories

Attitudes to fashion

  • I always buy at least one item that is in fashion each season
  • It is important that my clothes and shoes are up-to-date with the current fashion trends
  • I am more concerned about the appropriateness than fashionability
  • I buy clothing that is trendy, in vogue, the latest thing
  • Fashion details are very important to me
  • I am not that interested in following fashion trends
  • I buy clothing and footwear I like, regardless of the current fashion
  • I am more interested in fashion than most people I know
  • I look for clothing and shoes that reflect current trends, but in a toned down manner
  • I only wear a new fashion look when I am sure it will suit me

timTim: Professional Look
Career men who look for good quality, formal work attire
“I only wear a new fashion look if I am sure it will suit me.”

 

Key demographics
Age 36-45
Families
Middle income
Pleasant homes

Shopping behavior
High spend
Buys for children
High-value items
Spends on credit card

Favourite shops
Marks and Spencer
John Lewis
Other multiples
Next

Favourite purchases
Ready-made suits
Children’s shoes
Formal shoes
Casual boots

Top Shopping Centres
Kingston upon Thames
Sutton
Tunbridge Wells
Harrow

Description
Professional Look are men who need to look respectable for their career jobs and they therefore spend more on their work clothes than many types. Ready-made suits are a favourite purchase and are bought from stores such as Marks & Spencer and John Lewis. They buy good quality clothes of a high value and in total have the third highest spend of any male type. They also spend more than average for men on their children. Purchases are often made with credit cards, as a convenience rather than a necessity. They are quite conservative in their choice of styles and do not like to wear clothes that make them stand out. They like wearing more formal clothes and while they do not disregard fashion, they will only buy a fashionable look if they are sure it will suit them.

Quality is more important than price and they do not shop around to compare prices. Shopping is done efficiently and quickly and they do not spend a lot of time trying to find the right clothes. They know which shops suit their style and quality requirements and most of the time they stick with them. The internet is a useful alternative way of obtaining the clothes they want from tried and trusted stores.

Although relatively speaking they spend quite a lot on clothes, this does not represent a large proportion of their disposable income so they do not consider it excessive. Because price is not an issue they do not have any problem finding the clothes they want, at a price they can afford.

This Type are mostly aged between 36 and 45, have mid-range incomes and are living in family households.

Purchasing influences

  • I would rather buy one quality item than several at lower quality
  • I prefer natural rather than synthetic materials for the clothes and shoes I buy
  • The brand name of the clothes and shoes I buy is very important to me
  • I usually buy mainly sale price or discount clothing and footwear
  • The styling/look of an item is more important than the quality
  • I often pay more to get better quality
  • Price is not important if I really like something
  • I am more concerned about quality than fashion or price
  • It is difficult for me to find fashionable clothing at prices that I am willing to pay
  • I tend to buy on impulse, rather than planning in advance
  • I always compare shops for prices

Practicality

  • Durability is more important than how fashionable the clothes are
  • I buy new shoes or footwear mainly to replace something that has worn out
  • Fit/comfort is more important than appearance/styling
  • Shoes made of synthetic materials are just as good as those made from leather
  • I only buy clothing if I really need it
  • I am active in work and require clothes that are fashionable but also functional
  • I wear clothes until they wear out

Style preference

  • I prefer to wear casual, less formal clothes whenever possible
  • I look for individuality in the clothes I buy
  • I don’t like to wear clothes that make me stand out
  • I like classic looks, but only if they are updated to reflect current fashion trends
  • I prefer a classic or tailored look
  • I buy things that are similar to those that I already own
  • My clothes help me to express my personality
  • I tend to buy items by brands or designers whose styling best expresses my personality
  • I like to make a statement with the clothes and shoes I wear
  • become less experimental/more conservative in the clothes I buy
  • I like to experiment with looks and styles

Attitudes to shopping

  • I really enjoy shopping for clothing and footwear
  • spend a lot of time and effort getting the right look
  • I spend as little time shopping for clothing and footwear as possible
  • I spend a lot of money on clothing, footwear and accessories

Attitudes to fashion

  • I always buy at least one item that is in fashion each season
  • It is important that my clothes and shoes are up-to-date with the current fashion trends
  • I am more concerned about the appropriateness than fashionability
  • I buy clothing that is trendy, in vogue, the latest thing
  • Fashion details are very important to me
  • I am not that interested in following fashion trends
  • I buy clothing and footwear I like, regardless of the current fashion
  • I am more interested in fashion than most people I know
  • I look for clothing and shoes that reflect current trends, but in a toned down manner
  • I only wear a new fashion look when I am sure it will suit me

philipPhilip: Youthful Aspiration
Men who want to keep looking young but have a limited budget
“I am more interested in fashion than most people I know”

 

Key demographics
Age 36-45
Singles and sharers
Low income
Low-value flats and houses

Shopping behaviour
Low-value items
Higher number of items
Spend on children
Price is important

Favourite shops
JJB Sports
Burton Sports
Soccer
Shoefayre

Description
Youthful Aspiration try to keep up with fashion as they want to retain their sense of youth but they do not have much money to spend on clothes. They buy a higher number of lower priced goods so that they have a varied wardrobe that has not cost them too much.

They quite like shopping for clothes, tending to buy when they see something they like, rather than going out with a specific shopping list. They want to follow fashion and buy trendy clothing and will also be experimental to a certain extent. They consider themselves more interested in fashion than people around them, but find it difficult to get fashionable clothing at a price that they can afford

Price is an important factor when they are out shopping. They will shop around to compare prices and are unlikely to splash out on something that is beyond their budget. They like discounts and sales as they are keen to make their money go further. Quality is not a high priority — they are very unlikely to pay more to get better quality. Purchases are mostly made with cash.

They are very unlikely to spend any money on the woman in their lives but they do buy things for their children sometimes.

These men tend to be aged between 36 and 45 and are not in traditional family households (they are cohabiting, living alone or sharing). A proportion has moved in recent years and a number may not be living with their children. They live in low-value flats or houses.

Purchasing influences

  • I would rather buy one quality item than several at lower quality
  • I prefer natural rather than synthetic materials for the clothes and shoes I buy
  • The brand name of the clothes and shoes I buy is very important to me
  • I usually buy mainly sale price or discount clothing and footwear
  • The styling/look of an item is more important than the quality
  • I often pay more to get better quality
  • Price is not important if I really like something
  • I am more concerned about quality than fashion or price
  • It is difficult for me to find fashionable clothing at prices that I am willing to pay
  • I tend to buy on impulse, rather than planning in advance
  • I always compare shops for prices

Practicality

  • Durability is more important than how fashionable the clothes are
  • I buy new shoes or footwear mainly to replace something that has worn out
  • Fit/comfort is more important than appearance/styling
  • Shoes made of synthetic materials are just as good as those made from leather
  • I only buy clothing if I really need it
  • I am active in work and require clothes that are fashionable but also functional
  • I wear clothes until they wear out

Style preference

  • I prefer to wear casual, less formal clothes whenever possible
  • look for individuality in the clothes I buy
  • I don’t like to wear clothes that make me stand out
  • I like classic looks, but only if they are updated to reflect current fashion trends
  • I prefer a classic or tailored look
  • I buy things that are similar to those that I already own
  • My clothes help me to express my personality
  • I tend to buy items by brands or designers whose styling best expresses my personality
  • I like to make a statement with the clothes and shoes I wear

Attitudes to fashion

  • I always buy at least one item that is in fashion each season
  • It is important that my clothes and shoes are up-to-date with the current fashion trends
  • I am more concerned about the appropriateness than fashionability
  • I buy clothing that is trendy, in vogue, the latest thing
  • Fashion details are very important to me
  • I am not that interested in following fashion trends
  • I buy clothing and footwear I like, regardless of the current fashion
  • I am more interested in fashion than most people I know
  • I look for clothing and shoes that reflect current trends, but in a toned down manner
  • I only wear a new fashion look when I am sure it will suit me

malcolmMalcolm: Any Shirt Will Do
Middle-aged men who do not have strong opinions about what they wear and want to shop as easily as possible
“I usually buy mainly sale price or discount clothing.”

Key demographics
Age 46-55
Families with adult children
Low-value housing

Shopping behavior
Average spend
Some catalogue spend
Don’t spend much time shopping
Low interest

Favourite shops
Asda
Matalan Market stall
JJB Sports

Favourite purchases
Fleeces
Polo shirts
Jeans
Casual shirts

Top Shopping Centres
Hull
Sunderland
Doncaster
Blackpool – Central

Description
This Type are not particularly interested in their clothes; buying clothes is a necessary task that needs to be done as quickly as possible. They are not trying to express themselves through their clothes and they do not enjoy shopping — they just have to replace things that are worn out or get new clothes that they need.

They have an average level of spend on clothes for men but tend to buy a higher quantity of items of cheaper value. They are highly unlikely to buy an item of clothing for their wife and do not usually buy anything for their children either. They are happy to let their wives make purchases for them as they do not mind what they wear as long as it is acceptable.

They like to buy sale or discounted clothing if it is available but will not go out of their way to look for sale items if it makes the job harder.

Catalogues are attractive to this Type as mail order shopping means less time wasted in clothes shops. Because they do not have strong opinions about how they look they do not mind that they can not try things on before buying them and are unlikely to send things back unless they really do not fit.

Purchases are mostly made with cash from places where prices are good value such as Asda, Matalan and on market stalls.

These men are usually aged between 46 and 55, are settled with families with older kids and live in low-value.

Purchasing influences

  • I would rather buy one quality item than several at lower quality
  • I prefer natural rather than synthetic materials for the clothes and shoes I buy
  • The brand name of the clothes and shoes I buy is very important to me
  • I usually buy mainly sale price or discount clothing and footwear
  • The styling/look of an item is more important than the quality
  • I often pay more to get better quality
  • Price is not important if I really like something
  • I am more concerned about quality than fashion or price
  • It is difficult for me to find fashionable clothing at prices that I am willing to pay
  • I tend to buy on impulse, rather than planning in advance
  • I always compare shops for prices

Practicality

  • Durability is more important than how fashionable the clothes are
  • I buy new shoes or footwear mainly to replace something that has worn out
  • Fit/comfort is more important than appearance/styling
  • Shoes made of synthetic materials are just as good as those made from leather
  • I only buy clothing if I really need it
  • I am active in work and require clothes that are fashionable but also functional
  • I wear clothes until they wear out

Style preference

  • I prefer to wear casual, less formal clothes whenever possible
  • look for individuality in the clothes I buy
  • I don’t like to wear clothes that make me stand out
  • I like classic looks, but only if they are updated to reflect current fashion trends
  • I prefer a classic or tailored look
  • I buy things that are similar to those that I already own
  • My clothes help me to express my personality
  • I tend to buy items by brands or designers whose styling best expresses my personality
  • I like to make a statement with the clothes and shoes I wear
  • become less experimental/more conservative in the clothes I buy
  • I like to experiment with looks and styles

Attitudes to shopping

  • I really enjoy shopping for clothing and footwear
  • spend a lot of time and effort getting the right look
  • I spend as little time shopping for clothing and footwear as possible
  • I spend a lot of money on clothing, footwear and accessories

Attitudes to fashion

  • I always buy at least one item that is in fashion each season
  • It is important that my clothes and shoes are up-to-date with the current fashion trends
  • I am more concerned about the appropriateness than fashionability
  • I buy clothing that is trendy, in vogue, the latest thing
  • Fashion details are very important to me
  • I am not that interested in following fashion trends
  • I buy clothing and footwear I like, regardless of the current fashion
  • I am more interested in fashion than most people I know
  • I look for clothing and shoes that reflect current trends, but in a toned down manner
  • I only wear a new fashion look when I am sure it will suit me

leeLee: Functional Fashion Seekers
Fashion-conscious young men who search out style at a reasonable price
“I spend a lot of time and effort getting the right look.”


Key demographics
Age 18-25
Living with parents or sharing Low-value flats and houses

Shopping behavior
Fashion-conscious
Time spent on clothing
Below average spend
Limited budget

Favourite shops
JD Sports
JJB Sports
Burton
Allsports

Favourite purchases
Trainers
Jeans
T-shirts
Replica football kits

Top Shopping Centres
Dundee
Plymouth
Leicester
Glasgow – Central

Description
Functional Fashion Seekers are young men who are very fashion-conscious — it is very important to them that they wear the right brands and have the right look. But they do not see themselves as fashion victims and they also want their clothes to be functional as well as practical. They do not have a huge amount of money to spend on clothes and to get the right look, they spend the most time of any male type looking for the right clothing. They want to look individual and their clothes to reflect who they are but with their limited budget they must choose carefully.

Overall their total spend is below average as they buy less items than the average man — but each item is carefully selected and is of above average value. Functional Fashion Seekers think they spend a lot of money on clothes but this is just a reflection of the proportion of their disposable income that they are spending.

They believe that in order to look good it is important to have an occasional item that is more expensive, so while quality in itself is not a driving factor, they will sometimes spend highly on a key item to get something that looks superior. They do not care about over-spending on an item if it is something they really want and they have a tendency to be impulsive buyers in this case.

These men buy their clothes with cash and will shop on the high street at places such as Burtons and sports shops rather than out-of-town retail parks. They also use the internet.They are aged between 18 and 25 and are either still living at home with their parents or sharing with friends in low-value housing.

Purchasing influences

  • I would rather buy one quality item than several at lower quality I prefer natural rather than synthetic materials for the clothes and shoes I buy The brand name of the clothes and shoes I buy is very important to me
  • I usually buy mainly sale price or discount clothing and footwear The styling/look of an item is more important than the quality
  • I often pay more to get better quality Price is not important if I really like something
  • I am more concerned about quality than fashion or price It is difficult for me to find fashionable clothing at prices that I am willing to pay I tend to buy on impulse, rather than planning in advance
  • I always compare shops for prices

Practicality

  • Durability is more important than how fashionable the clothes are I buy new shoes or footwear mainly to replace something that has worn out Fit/comfort is more important than appearance/styling
  • Shoes made of synthetic materials are just as good as those made from leather
  • I only buy clothing if I really need it I am active in work and require clothes that are fashionable but also functional
  • I wear clothes until they wear out

Style preference

  • I prefer to wear casual, less formal clothes whenever possible
  • I look for individuality in the clothes I buy I don’t like to wear clothes that make me stand out
  • I like classic looks, but only if they are updated to reflect current fashion trends
  • I prefer a classic or tailored look I buy things that are similar to those that I already own My clothes help me to express my personality
  • I tend to buy items by brands or designers whose styling best expresses my personality
  • I like to make a statement with the clothes and shoes I wear become less experimental/more conservative in the clothes I buy
  • I like to experiment with looks and styles

Attitudes to shopping

  • I really enjoy shopping for clothing and footwear I spend a lot of time and effort getting the right look
  • I spend as little time shopping for clothing and footwear as possible
  • I spend a lot of money on clothing, footwear and accessories

Attitudes to fashion

  • I always buy at least one item that is in fashion each season It is important that my clothes and shoes are up-to-date with the current fashion trends I am more concerned about the appropriateness than fashionability
  • I buy clothing that is trendy, in vogue, the latest thing Fashion details are very important to me
  • I am not that interested in following fashion trends I buy clothing and footwear I like, regardless of the current fashion I am more interested in fashion than most people I know
  • I look for clothing and shoes that reflect current trends, but in a toned down manner I only wear a new fashion look when I am sure it will suit me

jasonJason: Sporty BasicsYoung men who want to fit in but who only need a minimal wardrobe of basics
“I always compare shops for prices.”

 


Key demographics

Age 26-35
Cohabitees and Sharers
Low-value housing


Shopping behavior

Very low spend
Low number of items
Prefer casual look
Clothes not a priority

Favourite shops
JD Sports
Allsports
Adams Childrenswear
Independent shoe shop

Favourite purchases
Children’s trainers
Trainers
Jeans
Casual boots

Top Shopping Centres
Stoke-on-Trent – City Centre (Hanley)
Leicester
Luton
Wakefield

Description
Sporty Basics have the lowest overall spend of any of the male types and they buy the fewest number of items. This is not to say that they are unaware of fashion — they have not given up totally on their appearance and will try to keep up to date to a certain extent. They favour a casual, sporty look which is easy to wear. They do not want their clothes to make a big statement about who they are, they simply want to fit.

Fashion and clothing is not a big priority in their lives but they are young and are influenced by the styles and preferences of their peers. They have not settled down to have families yet, instead they are often living with girlfriends or friends. They do not want to look out of fashion or be boring in the way they dress, so will often buy something new each season and will try something a bit different from things they have worn before — especially if they have encouragement from their girlfriends. They do not actively hate clothes shopping but certainly would not classify it as a leisure activity. They would rather not bother with shopping in the sales as the extra crowds are far too unpleasant.

Price is an important factor for this Type as they have low disposable income and certainly do not want to waste money unnecessarily on clothes. They are very likely to look in different shops to compare prices; so are keen to shop at locations near to where they live or work and also have their favourite

They pay for their purchases in cash and favour sports shops such as JD Sports and Allsports. These men are aged between 26 and 35 and are cohabiting or sharing with friends in low-value housing.

Purchasing influences

  • I would rather buy one quality item than several at lower quality
  • I prefer natural rather than synthetic materials for the clothes and shoes I buy
  • The brand name of the clothes and shoes I buy is very important to me
  • I usually buy mainly sale price or discount clothing and footwear
  • The styling/look of an item is more important than the quality
  • I often pay more to get better quality
  • Price is not important if I really like something
  • I am more concerned about quality than fashion or price
  • It is difficult for me to find fashionable clothing at prices that I am willing to pay
  • I tend to buy on impulse, rather than planning in advance
  • I always compare shops for prices

Practicality

  • Durability is more important than how fashionable the clothes are
  • I buy new shoes or footwear mainly to replace something that has worn out
  • Fit/comfort is more important than appearance/styling
  • Shoes made of synthetic materials are just as good as those made from leather
  • I only buy clothing if I really need it
  • I am active in work and require clothes that are fashionable but also functional
  • I wear clothes until they wear out

Style preference

  • I prefer to wear casual, less formal clothes whenever possible
  • look for individuality in the clothes I buy
  • I don’t like to wear clothes that make me stand out
  • I like classic looks, but only if they are updated to reflect current fashion trends
  • I prefer a classic or tailored look
  • I buy things that are similar to those that I already own
  • My clothes help me to express my personality
  • I tend to buy items by brands or designers whose styling best expresses my personality
  • I like to make a statement with the clothes and shoes I wear
  • become less experimental/more conservative in the clothes I buy
  • I like to experiment with looks and styles

Attitudes to shopping

  • I really enjoy shopping for clothing and footwear
  • spend a lot of time and effort getting the right look
  • I spend as little time shopping for clothing and footwear as possible
  • I spend a lot of money on clothing, footwear and accessories

Attitudes to fashion

  • I always buy at least one item that is in fashion each season
  • It is important that my clothes and shoes are up-to-date with the current fashion trends
  • I am more concerned about the appropriateness than fashionability
  • I buy clothing that is trendy, in vogue, the latest thing
  • Fashion details are very important to me
  • I am not that interested in following fashion trends
  • I buy clothing and footwear I like, regardless of the current fashion
  • I am more interested in fashion than most people I know
  • I look for clothing and shoes that reflect current trends, but in a toned down manner
  • I only wear a new fashion look when I am sure it will suit me

nathanNathan: Budget Image
Young men with a low budget but a high sense of image
“I like to make a statement with the clothes and shoes I wear.”

 

Key demographics
Age 26-45
Singles and sharers
Urban flats
High movement

Shopping behavior
Low spend
Seeks new trends
Like to make a statement with clothes
Doesn’t buy in sales

Favourite shops
Tesco
Peacocks
Burton
JJB Sports

Favourite purchases
Shorts
Jogging bottoms
Children’s t-shirts
Trainers

Top Shopping Centres
Wood Green
Brighton
Exeter
York

Description
Budget Image do not have much income to spend on clothes but are conscious of the way they look. They try to buy clothes that are in fashion and will actively search out new trends. They see their clothes as a way to make a statement to the world about who they are and do not care if this means that they stand out.

However, with their very low budget this means that their options are very restricted. They do not want to make the effort to shop in sales, so they shop at places that they will be able to afford at full-price such as Tesco, Peacocks, Burtons and JJB Sports.

Favourite items are shorts, jogging bottoms and trainers.

Budget Image are mostly aged between 26 and 35 and living alone or sharing in urban flats of low- value and have a high tendency to move.

Purchasing influences

  • I would rather buy one quality item than several at lower quality
  • I prefer natural rather than synthetic materials for the clothes and shoes I buy
  • The brand name of the clothes and shoes I buy is very important to me
  • I usually buy mainly sale price or discount clothing and footwear
  • The styling/look of an item is more important than the quality
  • I often pay more to get better quality
  • Price is not important if I really like something
  • I am more concerned about quality than fashion or price
  • It is difficult for me to find fashionable clothing at prices that I am willing to pay
  • I tend to buy on impulse, rather than planning in advance
  • I always compare shops for prices

Practicality

  • Durability is more important than how fashionable the clothes are
  • I buy new shoes or footwear mainly to replace something that has worn out
  • Fit/comfort is more important than appearance/styling
  • Shoes made of synthetic materials are just as good as those made from leather
  • I only buy clothing if I really need it
  • I am active in work and require clothes that are fashionable but also functional
  • I wear clothes until they wear out

Style preference

  • I prefer to wear casual, less formal clothes whenever possible
  • I look for individuality in the clothes I buy
  • I don’t like to wear clothes that make me stand out
  • I like classic looks, but only if they are updated to reflect current fashion trends
  • I prefer a classic or tailored look
  • I buy things that are similar to those that I already own
  • My clothes help me to express my personality
  • I tend to buy items by brands or designers whose styling best expresses my personality
  • I like to make a statement with the clothes and shoes I wear
  • become less experimental/more conservative in the clothes I buy
  • I like to experiment with looks and styles

Attitudes to shopping

  • I really enjoy shopping for clothing and footwear
  • spend a lot of time and effort getting the right look
  • I spend as little time shopping for clothing and footwear as possible
  • I spend a lot of money on clothing, footwear and accessories

Attitudes to fashion

  • I always buy at least one item that is in fashion each season
  • It is important that my clothes and shoes are up-to-date with the current fashion trends
  • I am more concerned about the appropriateness than fashionability
  • I buy clothing that is trendy, in vogue, the latest thing
  • Fashion details are very important to me
  • I am not that interested in following fashion trends
  • I buy clothing and footwear I like, regardless of the current fashion
  • I am more interested in fashion than most people I know
  • I look for clothing and shoes that reflect current trends, but in a toned down manner
  • I only wear a new fashion look when I am sure it will suit me

stephenStephen: Mainstream Fathers
Fathers with growing families who spend on their children
“The brand name of the clothes and shoes I buy is not important.”


Key demographics
Age 36-45
Families
Lower value houses

Shopping behavior
Buys for children
Like out-of-town stores
Brand not important
Pays by debit card

Favourite shops
Next
Sports Soccer
Asda
Debenhams

Favourite purchases
Children’s shoes
Children’s trousers
T-shirts
Children’s t-shirts

Top Shopping Centres
Milton Keynes
Crawley
Gloucester
Bluewater

Description
Mainstream Fathers make the highest number of clothing purchases, a significant proportion of which (15%) are bought for their children. This is an unusual characteristic for a male fashion type. Spend per purchase is slightly below average reflecting the fact that quality is not a high priority.

They favour out-of-town shopping centres and probably make trips to retail parks with their family. Purchases are likely to be made for each family member during these trips. Favourite stores are places such as Next or sports shops such as Sports Soccer or JJB Sports.

This Type are not experimental in their choice of their own clothes and they are not looking for individuality in the clothes that they wear. They do not rate brands or labels importantly when they are choosing what to buy. They are therefore happy to wander around shops which have their own brand labels such as Next or Asda to find something that will suit their requirements. Purchases are usually made by debit or sometimes with a store card.

This Type tend to be aged between 36–45, living with their wife and children on a pleasant but not expensive suburban housing estate.

Purchasing influences

  • I would rather buy one quality item than several at lower quality
  • I prefer natural rather than synthetic materials for the clothes and shoes I buy
  • The brand name of the clothes and shoes I buy is very important to me
  • I usually buy mainly sale price or discount clothing and footwear
  • The styling/look of an item is more important than the quality
  • I often pay more to get better quality
  • Price is not important if I really like something
  • I am more concerned about quality than fashion or price
  • It is difficult for me to find fashionable clothing at prices that I am willing to pay
  • I tend to buy on impulse, rather than planning in advance
  • I always compare shops for prices

Practicality

  • Durability is more important than how fashionable the clothes are
  • I buy new shoes or footwear mainly to replace something that has worn out
  • Fit/comfort is more important than appearance/styling
  • Shoes made of synthetic materials are just as good as those made from leather
  • I only buy clothing if I really need it
  • I am active in work and require clothes that are fashionable but also functional
  • I wear clothes until they wear out

Style preference

  • I prefer to wear casual, less formal clothes whenever possible
  • I look for individuality in the clothes I buy
  • I don’t like to wear clothes that make me stand out
  • I like classic looks, but only if they are updated to reflect current fashion trends
  • I prefer a classic or tailored look
  • I buy things that are similar to those that I already own
  • My clothes help me to express my personality
  • I tend to buy items by brands or designers whose styling best expresses my personality
  • I like to make a statement with the clothes and shoes I wear
  • become less experimental/more conservative in the clothes I buy
  • I like to experiment with looks and styles

Attitudes to shopping

  • I really enjoy shopping for clothing and footwear
  • spend a lot of time and effort getting the right look
  • I spend as little time shopping for clothing and footwear as possible
  • I spend a lot of money on clothing, footwear and accessories

Attitudes to fashion

  • I always buy at least one item that is in fashion each season
  • It is important that my clothes and shoes are up-to-date with the current fashion trends
  • I am more concerned about the appropriateness than fashionability
  • I buy clothing that is trendy, in vogue, the latest thing
  • Fashion details are very important to me
  • I am not that interested in following fashion trends
  • I buy clothing and footwear I like, regardless of the current fashion
  • I am more interested in fashion than most people I know
  • I look for clothing and shoes that reflect current trends, but in a toned down manner
  • I only wear a new fashion look when I am sure it will suit me

cliveClive: Mid-range Suitability
Mature men who dress respectably if unimaginatively
“I’m not looking for individuality in the clothes I buy.”


Key demographics

Age 46-55
Families with older children
Suburban
Comfortable housing

Shopping behavior
Buys mid-range clothes
Plans items to buy
Not interested in fashion
Prefers leather shoes

Favourite shops
Clarks
TK Maxx
Debenhams
Mackays

Favourite purchases
Neckties
Formal shirts
Formal trousers
Casual shirts

Top Shopping Centres
Aberdeen
Maidstone
Inverness
Chester

Description
Mid-range Suitability are considered purchasers who go out to buy specific, planned items and do not buy on impulse. They are not interested in fashion so do not need to browse through a clothes stores to see what is available. They are able to plan exactly what they need (such as new trousers and ties for work, for example) and then they go out and buy just those things. This method of shopping means that they are very quick shoppers and do not spend much time at the shops. As they do not gain any pleasure from shopping, it is simply a necessary job, so they prefer it to be done as efficiently as possible.

They like to return to stores where they have previously bought items they like, as they know they will find the clothes that they want. Department stores such as Debenhams are favourites; they also buy some things from Matalan and like to get shoes from Clarks. The primary aim of their clothing is to dress in a suitable manner that is respectable and appropriate. This means that individuality and fashion details are not wanted. They do care about the quality of the items they buy and would be very negative towards cheap imitations such as synthetic shoes. Their spend per item is slightly above average and they also buy more items than average — a symptom of the fact that they will buy several items, such as shirts, at once which saves another trip to the shops later. Purchases are made with a debit or credit card.

Mid-range Suitability are aged between 46 and 55, have comfortable incomes and live within the suburbs with their teenage families.

Purchasing influences

  • I would rather buy one quality item than several at lower quality
  • I prefer natural rather than synthetic materials for the clothes and shoes I buy
  • The brand name of the clothes and shoes I buy is very important to me
  • I usually buy mainly sale price or discount clothing and footwear
  • The styling/look of an item is more important than the quality
  • I often pay more to get better quality
  • Price is not important if I really like something
  • I am more concerned about quality than fashion or price
  • It is difficult for me to find fashionable clothing at prices that I am willing to pay
  • I tend to buy on impulse, rather than planning in advance
  • I always compare shops for prices

Practicality

  • Durability is more important than how fashionable the clothes are
  • I buy new shoes or footwear mainly to replace something that has worn out
  • Fit/comfort is more important than appearance/styling
  • Shoes made of synthetic materials are just as good as those made from leather
  • I only buy clothing if I really need it
  • I am active in work and require clothes that are fashionable but also functional
  • I wear clothes until they wear out

Style preference

  • I prefer to wear casual, less formal clothes whenever possible
  • I look for individuality in the clothes I buy
  • I don’t like to wear clothes that make me stand out
  • I like classic looks, but only if they are updated to reflect current fashion trends
  • I prefer a classic or tailored look
  • I buy things that are similar to those that I already own
  • My clothes help me to express my personality
  • I tend to buy items by brands or designers whose styling best expresses my personality
  • I like to make a statement with the clothes and shoes I wear
  • become less experimental/more conservative in the clothes I buy
  • I like to experiment with looks and styles

Attitudes to shopping

  • I really enjoy shopping for clothing and footwear
  • spend a lot of time and effort getting the right look
  • I spend as little time shopping for clothing and footwear as possible
  • I spend a lot of money on clothing, footwear and accessories

Attitudes to fashion

  • I always buy at least one item that is in fashion each season
  • It is important that my clothes and shoes are up-to-date with the current fashion trends
  • I am more concerned about the appropriateness than fashionability
  • I buy clothing that is trendy, in vogue, the latest thing
  • Fashion details are very important to me
  • I am not that interested in following fashion trends
  • I buy clothing and footwear I like, regardless of the current fashion
  • I am more interested in fashion than most people I know
  • I look for clothing and shoes that reflect current trends, but in a toned down manner
  • I only wear a new fashion look when I am sure it will suit me

Process

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