Style-Vision has named today’s new shopper the “mood consumer.” “Fifteen years ago we were segmenting consumers by demographics; age, sex, income etc.,” explains Kristine Oustrup, the company’s director. “People are no longer acting within the boundaries of their demographic dome.
Millionaires are flying down to the south of France on Easyjet to while away a night at the casino. Luxury brands are selling to secretaries, mobile phone companies are hiring fashion designers, seniors are acting like teenagers, young men are spending more time on their looks than girls.” Because of these new rules, the company has developed a more sophisticated way to understand consumers, which takes into account psychographics along with spending drivers, buying behaviours and more.
The new definition of today’s mood consumer is that they:
• are more demanding than ever before.
• are not as influenced by advertising as previous consumers.
• look for a good quality-price relationship whether they are buying
discount or luxury: they want value for money.
• can’t be segmented into demographics like age, sex, income.
• know about fashion trends but don’t necessarily follow them.
• can easily jump from H&M to Chanel and can even combine the two.
• look for stronger personal links to a brand or a shop.
• are tired of meaningless brands and have more interest in authenticity.
• are quick to reject a shop or brand when they receive poor service.
• look for experiences instead of pure material consumption.