Off White as a brand draws in variety of different consumers that buy into their brand. Because of the of the brand being internationally based, the consumers are from a plethora of different places and range differently in age. Here are some examples that have been found by the researcher.
THE INTERNATIONAL SHOPPER
Young adult around the age of 18 - 25, typically from Asia, moved over to the UK for work or education. Whilst previously living in Asia (eg. Singapore, Tokyo) this particular customer has come into contact with Off White through one of its original flagship stores so when living and shopping in the UK seeing this brand within popular department store Selfridges - it is familiar to them and is also a way for this particular customer to shop for their favourite brand. Falls into the ACORN CLASSIFICATION(S) OF: 2F – Aspiring Singles: singles and sharers, multi–ethnic areas OR 2E – Educated Urbanites: prosperous young professionals, multi-ethnic young, converted flats. FAMILY LIFE CYCLE STAGE: Bachelor – recreation orientated, fashion/opinion leader led.
FIG 2, 3 + 4
THE FASHION FORWARD TEEN
Typically, someone in their mid to late teens (15 - 19) and doesn't necessarily have the money to buy into their brand on their own so they usually have their parents buy into it for them. Has seen Off White brand through social media (eg. Instagram, Twitter, Facebook) and usually asks parents to buy products from Off White for them on special occasions (eg. birthdays, Christmas) when they know parents are more inclined to buy from there. FAMILY LIFE CYCLE STAGE: (Based on the customer): Full nest III – School and examination dominated household, financial position better, some children in first time jobs.
FIG 5, 6 & 7
THE UNIVERSITY STUDENT
Young English adult around the age of 18 to 23 who have come to bigger cities for education (University). Have received student loan and have partly a disposable income or have saved to buy new clothes and accessories. Have also seen the brand through social media so buy into the brand when they have enough money to. ACORN CLASSIFICATION(S) OF: 2F – Aspiring Singles: singles and sharers, multi–ethnic areas OR 2E – Educated Urbanites: prosperous young professionals, multi-ethnic young, converted flats. FAMILY LIFE CYCLE STAGE: Bachelor – recreation orientated, fashion/opinion leader led.
FIG 8, 9 & 10