Name: Ong Ying Kai
Alias: Price Conscious Workaholic
Age: 19
Hobbies/ Interests: Shopping, Swimming
Occupation: Currently doing a part-time job at Changi Airport group while waiting for her A level results
Education: A levels
Family: Parents, 1 brother
Mode of transportation: Bus/ Train
Favourite fashion brands: Mango, Dorothy Perkins, Forever 21, New Look
Personal style: No specific style
Average expenditure on shopping per month: $150
Stage of life: Stable. Already started her 6 month part-time job and will begin University in August. Ying Kai believes she will do well for her A levels, giving her a moderate degree of certainty in her academic and career path now. She wishes to enroll into the Wee Kim Wee School of Mass Communication in NTU after receiving her results.
Relationship with brand: Compartmentalized Friendship
Wardrobe Assessment
Daily necessities
'Price Conscious Workaholic ' A student who buys what suits her rather than follow a style.
ONG YING KAI
1. People who wear Zara are well-to-do.
2. If Zara were a person, he/ she would be someone who’s fashion forward.
I first started using Zara when I was in Junior College as my friends introduced it to me. Since then, I continued to visit Zara stores occasionally, but do not usually make purchases there due to my price-conscious nature. When I make purchases from Zara, they are usually corporate and smart attires. My overall experience with Zara is a pleasant one. I feel that the designs are up-to-date, and also of good quality. The layout of stores is also well organized. I do recommend Zara to my friends as one of the options they could consider (NPS: 7). While I generally like the brand, I feel that there are areas of improvement such as customer service, which will enhance my perception of the brand being more ‘value for money’.
