Intimo più mare n° 206 - Gennaio 2017

ENGLISH TRANSLATION
that arise. Innovation, both functional and creative, is for them
a key priority and it is for this reason that the community of
Makers is an important reference point, which mixes artisan
know-how with IT wisdom.
CONSUMPTION
The creative representation of their passions and skills.
Innovative research both formal and functional, moving towards
ever more flexible and adaptable products and services. The
cosmopolitan expression of personal originality, but with
a sensitivity to price due to their not yet complete financial
autonomy.
RETAIL
Laboratory of innovation in partnership with the consumer and
the brand. Convergence and integration between the real and the
virtual, according to the logic of true strengthening through the
virtual. Appreciation of the new virtual concept stores, offering
an editorial selection of products difficult to find elsewhere
COMMUNICATION
Tools for sharing both happy and unhappy moments, authentic
like a direct relationship.
The valorisation of cultural expressions that emerge from the
street: a reservoir of stories, told also on the web. Social media
as a source of information, and as a field for the expansion of
creative abilities, both relational and professional.
ProActives
Youngsters 25-30 year olds
ORIENTATION
They are seeking authenticity, a fairer price-quality relationship
in the offer made to the consumer, for simple and healthy
products, possibly ethical, and avoiding any form of ostentation,
also in style. Accessibility is a now acquired key characteristic,
not only economic but also fruitive, in terms of unlimited
openings. The value of accessibility of the brand is interesting
also in relation to their urban nomadic life. They give particular
attention to the processes of thought that involve a project, the
relational dynamics between people and between consumers
and companies, preferring services to materials products.
CONSUMPTION
They appreciate innovative products and experimental projects,
always on the lookout for innovation to be adopted. They seek
out modular products that are adaptable to different situations
and life opportunities. They are great users of new buying logics
and alternative modes of consumption, sharing spaces, products
and services, for work, mobility and the home.
RETAIL
Multichannel solutions and technology are standard tools that
define the way they shop. The need for on the go services, for
example in the digital world or IT, but also linked to fast food
is an everyday reality for them. The Temporary store, which
emphasizes the novelty of products and previews ideas, is their
ideal format.
COMMUNICATION
Social networks and the web are the privileged means by which
they search out information to make purchases, benefit in an
informed way of branded content. The relationship with the
brand is a continuous dialogue, demanding and equal, which
can translate into a passion or remain critical. The instruments,
both online and offline are recognized and appreciated in the
face of a true contribution of utility.
ProFamilies
Young adults 30-35 year olds
ORIENTATION
For the ProFamilies original social networks and exclusive
communities become the virtual counterparts of clubs open to
a closed number that they often attend or to which they aspire,
in their parent’s footsteps.
Technology is often used as a luxury accessory to show off, but
their ability to use it for their own tailor-made service should
not be underestimated. They seek the performance of services
and everyday products, but within a quality environment and
existential exclusivity. In addition to the aesthetic value of
objects, their symbolic value takes on crucial importance, an
indispensable aspect to create an ideal world of reference,
recognizable by all: from vintage or family traditions up to high
quality local crafts.
CONSUMPTION
The possession of goods as a personal narcissistic expression of
uniqueness, extended to the family. Luxury, even if occasional,
as a way to recognize quality of life. The choice of known and
recognizable brands as a membership to an aesthetic style and
a world of exclusivity.
RETAIL
A place for tangible gratification and luxurious comfort. The
access point to a world of excellence, offering tailored quality
service even online. The concept store is a popular format for
wealth of product, services and activities to be explored, even
with the family.
COMMUNICATION
Above all the Web represents a virtual audience to which to
present; in general the media are providers of styles, behaviours
and values to make their own. They appreciate subjects with
strong personalities, for a new daily stardom. They fall for the
charm of classic and retro icons, creatively reworked.
ProTasters
Young Adults 35-40 year olds
ORIENTATION
They tend to fall in love or to live a strong relationship with
the products and brands with which they choose to relate: post
narcissistic subjects, projecting into the world of consumption
part of their personality. In travel the ProTasters search for
inspiration and sophisticated experiences, from which to draw
and then express their own tastes, also through original objects
and personalised places.
The search for personal care also involves new gyms/spas –
wellness centres that treat the person as a whole, including
nutrition, gymnastics, saunas and massage areas – lived as
islands for regeneration.
CONSUMPTION
Sensory richness is a priority in the choice of products and
services to take advantage of. Aesthetics and taste are ways to
recognize quality of life. The ability to revisit rituals and products
in relation to the occasion.
RETAIL
The issue/selection of objects, services and concepts with an
original style and point of view. Space to promote opportunities
for relaxation, especially through soft sensory stimulation.
Personalized and rewarding services, even in the smallest details.
COMMUNICATION
The search for reference points that direct the power for creative
expression. The valorisation of the magical and emotional side
of the experience. Discreet style and language, refined and
empathetic.