BENJAMIN WU
'Adventurous Techie' A system analyst who loves diving and prefer brands such as North Face.
INDIVIDUAL ANALYSIS
1. Personality traits
Benjamin is a sensible man and focuses on creating value for his own life through the work that he does. When it comes to fashion, he tends to make consumer choices based on the affordability of the product. For instance, he would only buy an item if the price is affordable, between the range of $30-$100 (depending on the item), and if it appeals to him aesthetically. He is more interested in the purchase of electronics and hardware, since he prides himself in the establishment of his personal projects. He places a lot of emphasis in work value, while trying to remain trendy and fashion-forward.
2. Dressing and shopping style
Benjamin’s dressing style is simple and hassle-free. On most days, he dresses in his office wear due to his work schedule. Most of the outfits are tailored to fit from Thailand. He prefers to pay for an outfit that fits him perfectly than to pay for an expensive brand. However, his casual outfits are mostly from H&M and Uniqlo since they are affordable and fits him the best. He does not accessorize much and prizes comfort over trendiness.
When shopping, Benjamin usually considers Plaid Shirts, Checkered Shirts, Trousers, Jeans, Long Sleeve plain shirts (possibly for work) and the occasional designer T-shirts. He usually browses rather than try on the clothes and goes through the sales items before taking a look at the new arrivals. This could be due to his price sensitivity towards fashion products. Benjamin spends more time in more affordable shops such as Uniqlo and H&M.
3. Daily activities
Benjamin is a system analyst and spends most of his time in the office. Days are spent with his colleagues while nights are usually spent catching up with friends. He also makes time to go to cafes with his girlfriend and do some shopping with her.
Occasionally, he plans trips to travel and dive, which is one of his passions. To supplement his personal projects, he would do online browsing. Though he hardly makes online purchases, he still uses the Internet to expose himself to new products and do a simple market research on price and availability in the local market.
4. Brand relationships
For Benjamin, in terms of his brand relationship with Zara, it would be classified as Fling. He does not commit to the brand and devoids of reciprocity demands. This can be observed through his interaction with Zara. He seldom purchases from their stores and only does so when it is on promotion. However, this may be a one-time event and there are no future commitments for him to repeat his purchase.
