Portfolio 6 month marketing plan Pull and bear | Page 10

2.1.3 Customer analysis
Pull & Bear strives to dress young people who are
concerned with their environment, who live in connected
communities and who share common interest. As well as
young people who have a relaxed, casual dress sense,
who reject stereotypes by being individuals who are
comfortable in whatever they are wearing.
Pull &Bear evolves at the same pace as its
customer, always watching out for new
technologies, social movements and the latest
artistic or musical trends. This can be reflected in its
designs and in stores, inspired by the legendary
Californian city of Palm Springs.
Concept (Pull and Bear,2016).
Age range: 18-26
Gender: Male / Female
Occupation: Higher education Students, retail, hospitality, and
entertainment related jobs.
Income: 14,000 – 30,000
Geographic: Urban, busy, multi-cultural city, modern.
Lifestyle: low maintenance, interested in technology, social media,
adventurous.
Characteristics: Social, talented, independent, confident.
Attitudes: Conscious: environmentally, socially, economically; politically.
Liberal, civic orientated, entrepreneurial, Pragmatic, practical.
Buying motives: Versatility, durability, sustainability, low price, convenient.