When looking into the overall consumer age for the likes of Liberty, Harrods, Harvey Nicholas, Fortnum and Mason, Fenwich, John Lewis, Debenhams I was faced with the same problem as I was with Selfridges. The main issue is that due to them all being departments stores having many product areas whether this be high street or designer featuring many concessions this means that they target customer is very hard to distinguish and come to terms with which means that there is not a set positioning and audience as they accompany for the needs of every age from baby to the old aged people. This has proven to be really hard when trying to find statistics etc.
With myself facing this problem, my only other option left was to try and determine what age range buys flowers the most. This did not matter how broad or limited this was i just needed an age/ a target consumer to work with and work towards to allow my end result to be a success. With this was so i began by searching into Mintel, Brad and the like of google. Google proved to be the most successful source as this helped to me identify the fact that the age range that seems to be buying into the floral trends/ floristry's are 18 year olds to 50 year olds. This can be supported from websites such as:
http://www.safnow.org/consumer-attitudes-and-behaviors-about-floral-purchasing-study
http://www.maumeevalleygrowers.com/documents/ConsumerPrefRptFloral.pdf
With this information being in black and white i now need to break this until into age sectors and determine which age range would be core, aspirational and thirtiary. This will then display their profiled day in the life of a consumer within that particular age.
No comments:
Post a Comment