CONSUMER PROFILE

MY “IT” GIRL Emily Choulaghians

Professor Farah Chajin

Woodbury University

May 4th, 2012

GENDER, AGE, EDUCATION, INCOME, LIVING

SITUATION

Female

35 – 48

College graduate

BA/Masters

House-hold income

+100,000

Mother, family of 4 – 5,

lives in a larger home in a

suburban Southern

California

EMPLOYMENT STATUS, OCCUPATION

Working mother,

entrepreneur,

business

owner/top level

position in an

affluent company,

doctor, lawyer,

executive

PRODUCTS & SERVICES

Shops for high-end, contemporary

fashion apparel

Maintains appearance

Keeps up with current fashion trends

Highly interested in new brands

Stays faithful to old brands as well

Products include clothing, handbags,

accessories, shoes, jewelry

Informed through fashion magazines,

media, and online websites

PURCHASE BEHAVIOR & DECISION

MAKER STATUS

Purchases about twice a

month.

Numerous items/outfits

Amount spent for each

visit is in the $1,000+

range.

Consumer is confident

and intelligent, thus she

is an effective and

efficient decision maker.

BRAND PREFERENCES

Moderately priced brands -

Calypso St. Barth, AG

Jeans, Rachel Pally,

Gryphon.

Higher-end brands -

Chloe, Carven, Jason Wu,

Diane Von Furstenberg

Handbags, sunglasses,

shoes – “brand names”

such as Louis Vuitton,

Chanel, and Hermes.

TV SHOWS, MAGAZINES, WEBSITES,

BOOKS MUSIC GENRES

LEISURE TIME ACTIVITIES

Spends time with her children

Quaint cafes and restaurants

with her girlfriends and

shopping in small, intimate

boutiques.

She takes great care of herself,

always groomed; she attends

the gym two to three times a

week to stay in shape.

Charity events and fundraisers

for the local community.

CELEBRITIES AS MY “IT” GIRL

TRENDS

Colored Denim

Maxi Dresses/Skirts

Mixed Prints

Clutches as handbags