INDIVIDUAL ANALYSIS

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1. Personality traits
 

It could be an occupational hazard, but James is rather attentive to details and invests much thought into personal decisions. This was evident through his shopping and dressing behaviors. Also, as an athlete, he is driven and puts in hard work for tasks he feels responsible for. These traits were also evident when he is at work. Though as an intern, he usually stays till late to help the team with the assignments.



James is extroverted as he gets charged up from people interaction. Though the bulk of his job deals with numbers, he makes an effort to establish relationships with his colleagues. After knocking off around 9pm, he still meets up with friends to energize himself.

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2. Dressing and shopping style
 

James keeps abreast with fashion trends and is highly attuned to fits and cuts that complement his body shape. Though he has up to 20 business shirts, he prefers to wear his ‘favorite few’, which are those with a slim or custom fit. He subscribes to a significant number of brands, such as Ted Baker, Tommy Hilfiger and Hermes, showcasing his fashion-savvy side.



Additionally, he is attentive to details when shopping and invests a lot of time and effort into getting the right piece. When considering whether to purchase a shirt, he checks for the quality and tries to recall what he has in his wardrobe. He is not budget-conscious as he feels that good quality can sometimes come with a hefty price tag. 



He describes his ideal shopping experience as one with top-notch customer service and reiterated this point while shopping. Though he patronizes Zara, it is not his top choice as it pales in this aspect, relative to his favorite brands like Ted Baker and Ralph Lauren.



3. Daily activities

As an auditor in the ‘high season’, James spends the bulk of his daylight at work. But even if he knocks off at 8/9pm, he still goes out with his friends and engages in relaxed chatter to put a good close to his day. He usually returns home close to midnight and dashes off to work at 7am.



Weekends are spent very differently as he gets to engage in activities he enjoys, such as sports and shopping. On Saturday itself, he went for a competition in the morning, followed by shopping in the afternoon, then he met up with friends for dinner and supper. His day’s activities were fully packed but he does not claim that he is tired. In all, James can be classified as an ‘Energizer’ for he goes from one activity to the next without much rest.



4. Brand relationships 



James’s relationship with Zara is that of Casual Friends. He only purchases Zara items once or twice a year and does not expect much customer service or quality from Zara. He would not advocate Zara when looking for an ideal shopping experience. As such, his relationship with Zara does not consist of affection and interdependency.