The Curate Consumer Conclusions

The Curate Consumer

Conclusions:

·         They Shop Around- Our target consumers are not loyal to brands, they shop for both fashion and interiors in varying places each time.

·         They are not afraid of pattern and colour- shown through consumer interviews where stripes, geometrics and fuschia pinks are favourites.

·         They look for reassurance- our research found our consumer preferred to look to family and friend for reassurance on their purchases. This gives them confidence.

·         They are Individual and unique- Based on research using the rosette personality test, we found most of our consumers belong to group B; “They are decisive in rejecting anything that would threaten or restrict the individuality. Their desired lifestyle is individualistic and unique, and not infrequently “alternative”.

·         They are organised and considerate purchasers- our consumers like to research and plan before they buy- this was shown in the scenario’s we tested them on- cars and events.

·         They are online and offline- our consumers use both physical and digital platforms to categorize.

·         They seek expert opinion; research shows consumers like the advice of a professional e.g oral b and fashion council case studies. 

·         Active role- Consumers are looking to play a more active role in the creative process- this has been noted by interior designers as more are bringing in their own moodboards etc.