2+Store+observation+and+target+profile

=2 Store observation and target profile=

Slides
The typical customer is a woman with good education and a well payed job. She is either living in a middle-aged woman from generation X with a good education and a well paid job, or a slightly younger woman living in a two income no kids-relationship. She may be married with one or two children, but if they still live at home, they're old enough to take care of themselves. She has achieved most of the usual material goods such as real estate, a quality car etc. and is now increasingly spending time and money on beauty, wellness, shorter city breaks, and of course luxury products.
 * Demographics:

Psychographics: She grew up during the '80ties in the shadow of nuclear holocaus, and prefer to spend the money she earns on living the good life today rather than saving them up for tomorrow. She is very concious about creating a personal image with material objects, activities, and people she surround herself with. She is very critical and will balk at any attempts to force anything on her, but will appreciate personalized advice when she seeks it. || Comments || Although she might be able to finally afford the sexy evening dress she's always dreamed of, she feel too old to actually carry it. She and her friends only only quickly breeze through the special occations section to get a whiff of the luxury, but spend most of their time in the section with more sensible daily wear they would actucally use when returning to reality.
 * Store behavior

Shop assistents: Mainly good looking women in their 20ties. Discretely clad in stylish black cocktail dresses to provide a discrete and classy background to products and customers. Politely interested in what the customer is doing, but doesn't intrude in the customers dream-bubble unless the she signals them or show interest in a particular garment. A couple of tailors were present discussing how to adjust the shirt of an older woman, both were clad in black suits as were the head assistant and store manager. || Comments ||

Notes from research
Glamourus image, unglamourus customers

Mainly women shopping with friends Young-adult to adult with an overweight of adults (generation flex). Dressing style: Primarily modern with fewer classic and characterized, no avangarde

a well-educated middle aged woman, that Middle aged woman that have worked herself up to finally being able to afford the products, but too old to actually carry them. She breezes quickly through the section with garments for special occasions to get a whiff of the sexy luxury, but spend the majority of the time in the section with more sensible daily wear

being able to actually buy the products, but stays in the Well paid job, worked long to get their current position and too old to actually carry the clothes... glimmer of the dream

Few spend time in the "special occasion" end of the exhibiiton