I was very aware that I needed to conduct primary research to continue the development of my brand and gain current and relevant consumer insights. As I don't really know any millennial women who purchase high en luxury I decided to go down the route of interviewing millennial women who are ambitious within their career, highly educated, live in the city and work in professional jobs. These are all key attributes of my target consumer and therefore get insights from is highly valuable.
The main takings I got from my primary research was:
- They are all socially and environmentally aware and have strong opinions on these issues
- They are trying to shop more consciously
- Instagram is a key tool which they use to browse and shop from
- They dress more casual and relaxed outside of work
- They all preferred the third logo option
Helena
Comments