Segmentation

 

Fashion in a bargain:

 

Gender: Female

Age: 18-25

They are woman for whom fashion is important and want to dress with the latest trends. However, their level of income is low (young, living with their parents, mostly still studying).

Spending Habits: Has the feeling  she spents a lot, but her spending is still below average

Natural Spillover: Men in the 18-25 age range, with the same motivations

 

 

Young family woman: 

Gender: Female

Age: 24 - 30

Mothers that have to purchase clothes for themselves and  their children.. Perfect target for Primark’s childrenswear

Spending Habits: Buys at the bargain end of the range, but still looks for fashionable clothes.

Natural Spillover: Sensitive family women, who will buy the best for their children but still want something fashionable for themselves, even if they can not spend big money