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DNA<br />
DEMOGRAPHIC<br />
Generaon X and Y, between the age of late 20 to above 45. The Dark targets a chick clientele that belongs<br />
to the new generaon of internaonal trend seers.<br />
PSYCHOGRAPHIC<br />
Middle and high class<br />
Middle to high income<br />
Professionals with solid careers, socialites<br />
Senior professionals<br />
Aracted by emoonal aributes<br />
Perceives luxury goods as status<br />
Well educated<br />
Very modern with appreciaon towards art, fashion, aesthecs<br />
BEHAVIOURAL<br />
Purchase product for pleasure and happiness<br />
Purchase for fashion, praccality and as reward for their work or achievements<br />
STORES&BOOTHS<br />
Buy statement pieces to mix with lower market level fashion<br />
Desires to be disnctly fashionable<br />
Spending reflects cosmopolitan lifestyle<br />
DEMOGRAPHIC<br />
Urban cies<br />
Fashion capitals<br />
Locaons
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