ONG YINGKAI
'Price Conscious Workaholic ' A student who buys what suits her rather than follow a style.
INDIVIDUAL ANALYSIS
1. Personality traits
Ying Kai is an independent girl who works for her own income rather than relying on her parents. At a tender age of 19, she undertakes part-time assignments, and still gives tuition to supplement her monthly pocket money. It is apparent that she is quite a workaholic, as she takes on part-time jobs even when she is studying, or during the school holidays. As a result, Ying Kai understands the difficulty in earning her own keep. This probably explains why she is price-conscious and does not make purchases impulsively.
2. Dressing and shopping style
When Ying Kai goes shopping, she usually makes it a point to visit her favorite fashion brands, such as Forever 21, New Look and Mango. This shows that once a brand has made a positive impression on her, she will revisit that trusted brand. This can also be seen from Ying Kai’s purchase of her favorite milk chocolate digestive cookies from Marks and Spencer, which she has eaten since childhood. Because of the positive impression on the first try, she has remained loyal to that brand of cookies. Having said that, Ying Kai is also open to trying out new brands, as seen from her visits to other stores that have nice items on display, or are having sales. She is also keen on trying out new stores and eateries that were recommended by her friends.
Ying Kai does not have a specific fashion style, and basically wears whatever she believes is nice. She is often seen in clothes with printed designs and solid colors, paired with minimal accessories. When it comes to making purchases, price is always a priority. This does not refer to making cheap purchases, but rather, purchases that she deems are value for money. She looks at price not simply for the figure itself, but to see if it matches the value of the product she considers buying. This is why she tends to look out for discounted items first, because she feels that items with prices marked down might increase the value she is paying for. In this sense, she is careful and not an impulsive shopper.
3. Daily activities
During her free time, Ying Kai likes to shop, swim, and spend time with her loved ones. She finds these activities relaxing and therapeutic, helping her maintain a work-life balance. This suggests that even with a busy schedule, Ying Kai values quality time with her loved ones.
With regards to dining, Ying Kai frequents both restaurants and hawker centres. It depends on her craving, and convenience of eateries. It is also dependent on the dining preferences of the people she is with. She is usually quite cool about going along with the preferences of her peers, including during shopping time. In this sense, she can be easily swayed to alternative options.
4. Brand relationships
When asked about Zara, Ying Kai says she has a positive impression of it because she believes it has good design and quality. She visits Zara stores every now and then but does not make purchases often. This is because she finds the range of products relatively pricey. When she does make purchases, it is usually on corporate attires, as she is willing to spend more on better quality clothes for work. Given that her purchases from Zara tend to satisfy her need for working clothes, her relationship with Zara can be coined as Compartmentalized Friendship.
