Dior Pop-Up Shop

Consumer Demographic
Being that our Dior pop up shop is being held in Sweden, we wanted
to focus on the luxurious Swedes born in the later millennial generation,
also known as Generation x consumers, and the baby boomers as our
target customers. The Sweden population is estimated to be 9,723,809
people with 1, 385,000 of those people making up the Stockholm
population. 50.9% of the Sweden population is between the ages of
25 to 64. The median age in Sweden is 41 years old with a population
growth rate of 0.79% (Sweden).
As for the baby boomer generation, 77 million people were born
between 1946 and 1964. This baby boomer age group is greater in
terms of size and percent of the population in the U.S. for the first time
ever. The 55 and over age group authorizes more than three-fourths
of wealth. The boomer median family net worth is three times higher
than younger generations and they have an average annual disposable
income of $24,000. Baby boomers outspend all other generations by
an estimated $400 billion dollars each year on consumer goods and
services (Resources). Generation x adults range in age from 30-44
years old. In 2009, the total population of this generation was a total of
49,660,301 people. The median household income for the generation
x consumer is $73,601 between the ages of 30 to 34, while the
median household income for ages 35 to 39 and ages 40 to 44 range
from $81,107 and $84,278 (Demographic). 33% of consumers believe
that a household income of more than $250,000 is what is necessary
to consider themselves as “wealthy” consumers (Who). Consumers,
who make $200,000 annually, spent $141 per month on apparel items
for themselves. 60,000,000 consumers earn more than $100,000 a
year while 80,000,000 consumers earn less than that. According to
the Cotton Incorporated Lifestyle Monitor Survey, 23% of consumers
bought luxury apparel in 2014 (Keeping).
For our pop up shop in Stockholm, Sweden, we at Dior believe
that these demographics fit our consumer and believe that our consumer
will help constitute a successful pop up shop.
Demographics
>>> Male
>>> 40 years old
>>> Physician
>>> Annual income of $207,000
Psychographics
>>> Educated, Admirable,
Sophisticated.
Behavior
>>> Traveler, Reader.
>>> Enjoys shopping for his wife
and making
her happy with designer products.
Has great taste.