Trends Forecasting Research Document TRENDS FINAL HAND IN FINISH | Page 18

Consumer Tribe Analysis
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Lydia Holland Trend Forecasting Research Document
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The Future Femininity Tribe consumers are confident men and women that take a lot of pride in their appearance and are confident of
who they are as a person. They would usually be in their 20’s maybe early 30’s from generation Y. They are very sociable people who enjoy
the company of others whether it is shopping or just going for food. They would usually be single, with an open, interesting job that pays
well due to their higher level of education. They would live in urban areas with lots of diversity and opportunity. The tribe would probably
live in a well decorated apartment, big or small, they take pride in how they come across to others and feel their home is a representation
of that.

They would shops in places such as Selfridges, Zara, Asos, Urban Outfitters and occasionally shop with Missguided and Pretty
Little Thing. They do enjoy the finer things in life but are still true to themselves and down to earth so don’t particularly splash out on
items apart from maybe an iPhone or an accessory. The tribe do enjoy the social experience of physically going out and shopping, due to
their high social status, but their job may get in the way of this so they do occasionally shop online.

They don’t dress to please others, they dress to please themselves and make them feel comfortable and independent hence
they will wear whatever they feel like on the day. They may mix a night out outfit with a pair of Adidas trainers, as long as they feel co-
ordinated and confident, they don’t care. They would usually wear neutral, muted tones, such as taupe, tan, peach and pastel colours, as
they aren’t the sort of people who are in your face with colours. Occasionally they would add a bright colour with an outfit through their
choice of make-up, maybe a bright pink eye or a bright highlight. They are usually rather girly in their colour choices in which they would
wear pinks and peaches but will sometimes wear these items in a more boyish way, for example the fluffy puma slides, with a oversized
bomber jacket.

The tribe aren’t fussy eaters and will eat whatever they feel like. If they want to have a burger then they wont feel guilty in doing
so, if they want to have a salad then they will have one. They do things to please themselves but to also show others that they’re not afraid
of societies perception of body image and enjoy eating what they please. They do enjoy trying food from different cultures and learning
about them too. Travelling to big cities is interesting to them.

They are all friendly, out going and well-rounded people, whether it is through their make-up or what they mix up into their
outfit. They all stand uo for what they believe in and encourage others to do so too. All of the tribe are social butterflies and take pride in
their self-independence. They do feel it is important to come across well on social media, yet not in a fake way, in a way that makes them
feel true to themselves and hope to inspire others through that.

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