Mix
and Match Consumer Profile
Demographic:
This
consumer is very much interested in art and culture. They are generally well educated
and have a degree of design ‘know how’. They visit museums and art exhibitions regularly
to indulge themselves in art and design .They want their home to reflect their
lifestyles, tastes and values in the same way they choose clothing and other
personal products.
Consumer Lifestyle:
Worldly
Traveller
This consumer believes their home should be like a
showroom for their life. It reflects where they have visited and what aspects
of culture they enjoy. They will take inspiration from other countries and
cultures and their homes will feature furnishings like rugs and ornaments from
across the globe.
An Interior
Stylist
It’s not about designing for this consumers, it’s
about styling. They use the original character of a room to build upon; bare
brick walls are teamed with new cream carpets. It’s about mixing old with new
for this sophisticated look. They look for themes in shapes and sculpture
rather than pattern to team up wallpaper and soft furnishings.
Savvy
Shopper
This consumer makes the most of what they have.
They use their creative and innovative thinking to cut corners when cost is
involved. They shop around in antique market places and shops like TX Maxx to
get the designer feel without the price tag.
Interior Style:
“I could not do the obvious and choose the same style as the dining
table- that would be much too ordinary”.
Peter Phan, Interior Designer
Alexander Fitzgerald,
2013. ‘French Fancy’. The White Book Volume 17, Annual 2013/14, p 51
They get their design inspiration from magazines such as
Elle Décor, Dezeen and Architectural Digest but also from online platforms such
as Pinterest.
They take aspects from other areas of art and design to
create an interior that best reflects their interests e.g. architecture,
fashion, and art.
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