Team Evolve 1

Claudia KomperdaVictoria CalderonVicky Velasco

Executive SummaryThe purpose of the research presented in this report is to analyze how Millennial

consumers interact with brands and how marketers can cater to their changing mindset. It was

also shown that due to their lifestyle choices and mentalities, these consumers are highly catered

to by brands and are becoming more involved in what brands do to cater to them. Overall,

Millennials have different values and priorities which affect the way they interact and make

purchase decisions.

In addition, primary research presented in the report described information collected from

interviews by millennials. The interviewees were all millennials in their early 20’s , which

displayed how social media trends and ethical practices help them develop an opinion on brands

and whether or not they should purchase from them. It was found that they take into

consideration factors such as social media presence, sustainability, and popularity among peers.

Evolve SkinCare strives to differentiate itself from its competitors in the market by

focusing on aspects outside of the usual plethora of products that millennials are exposed to on a

daily basis. With extensive research conducted on the market segment, this product will hope to

see success in its marketing efforts for the cohort in unique ways and hope to capture the values

that encompass and define millennials as they choose the products that relate to their beliefs. It is

a skin care brand dedicated to providing the most natural and sustainable subscription box

products while engaging in social programs and developing a creative marketing approach to

appeal to the younger cohort of millenial women.

Finally, the report dives deeper into how the brand will differentiate itself in the target

market. The brand audit of Evolve will strive to provide the details of the company through the

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type of products it contains, the segmentation and positioning of the market, along with equity,

competition and communication of the brand. The marketing strategy follows after, which aims

to describe how the brand will promote and generate awareness to consumers through outlining

the product, pricing, distribution and promotional strategy using the AIDA model. Finally, the

financials provide the business model, industry trends and projected financials of the brand.

Situational Analysis Secondary Research

Millennials are the most sought-out generation to market to, as the generation begins to

age into their 30’s & 40’s, they hold a high percentage of purchasing power in the US. Those

living in the U.S born between 1981 and 1996 can be considered a Millennial in 2019

(PewResearch, January 2019). Those who are born after 1997 and onwards are categorized as

part of a new generation. Millennials total around 1.8 billion in the global population and are

expected to have a lifetime value of $10 trillion (Accenture, 2017). Millennials `make up at least

21% of consumer purchases, which is over a trillion dollars in direct buying power (Millennial

Marketing). The generation’s endeavor into adulthood results in new purchasing decisions and

therefore an avenue for marketers to consider as millennials begin to look at spending on long-

term decision items and self investment.

It is true that the “baby boomer” generations were more successful when it came to

saving money for early retirement and basing their purchases on a “need based” decision making

process. However, it has been proven that the Millennial generation has increasingly more debt

than those consumers, which changes their mentality when it comes to saving money. For

example, according to Schwab’s study, “36 percent of millennials said student loans make it a

challenge for them to save money.'' With the amount of student loans and tuition continuing to

increase, it is more difficult for them to purchase homes and start a retirement plan compared to

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the older generations, which does affect the way that they make purchase decisions. The debt

along with a change in mentality is making Millennials saveless and actually spend more on

experiences and passions than the older consumers. Their opinion on long term goals and saving

has become less important to them than spending money on things they enjoy. This change is the

reason why brands are so focused on promoting and targeting millennials, when it comes to

spending on things they enjoy, they care less about the price and more about the personal gain.

The consumer mindset greatly affects how they view and make purchase decisions, for

example, millennials have been increasingly more drawn to purchase from brands and companies

that have an ethical practice or are environmentally friendly. According to a Deloitte survey

conducted recently in 2019 based on Millennial purchasing habits and mentalities, Millennials

are more aware of environmental and social issues. It was found that “29 % of Millennials are

concerned with climate change and the environment” (Deloitte). These consumers are more

aware of the effects of their purchasing decisions on the world around them, which is why

companies that are sustainable appeal to these consumers. Becoming more aware has made them

more loyal to brands that promote green living and sustainable use of resources to innovate new

products, compared to the older generations. As the trends for millennials shift to a better

outlook on their wellness and health lifestyles, they become conscious and aware of brands who

promote longevity in their lives for the sake of their wellness, and not for the sake of the

company’s profits. FoodBev Media proposes an interesting aspect of targeting the millennial, in

that it states: “In the case of millennials, these trends are being driven by emotional, not material

needs, and a desire to feel a part of something” (FoodBev Media). The brands that will attract

them will have to stand the test of time by providing them with a positive difference, not just for

their consumers, but for the world, hence why sustainability is a big factor for millennials.

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“50%” Of Millennials would make a purchase from a company that supports a cause, and “37%”

would purchase to support a cause they believe in, even if they must spend more money doing so

(Millennial Marketing).

In addition, brand loyalty is one of the most critical aspects of millennial buying habits to

define for businesses. This is because millennials are branded as disloyal to specific brands

compared to previous generations. These concerns are largely substantiated by trends in

millennials’ attitudes toward brand loyalty. According to a survey called the Accenture Strategy

Global Consumer Pulse Survey, July 2016, millennials are quicker to switch providers and

brands. Also, the survey concluded that millennials expect flawless performance from the things

they spend money on, and “seek flawless performance against high (and rising) expectations,”

while other generations “seek adequate performance against static expectations” (Accenture,

2017). While the stigma of brand disloyalty may be applicable in some cases, research suggests

that millennial brand loyalty can be earned through personalized, targeted promotion.

According to a recent study conducted by SmarterHQ, 70 percent of millennials stated

that they are comfortable with companies monitoring their browsing and purchasing history to

create specific marketing messages tailored towards them. Examples of effective personalized

messages that appeal to millennials include reminders for items left in their cart, sale

notifications for items in their cart and/or previously viewed items, and product

recommendations based on their interests (Forbes Magazine, 26 Sept. 2017). According to an

article written by Forbes, “if millennials think a particular brand communicates with them using

relevant messages based on their own interests, their brand loyalty increases 7% on average”.

Loyalty programs are an effective way to draw customers as they can offer coupons for returning

customers and even gain points with every purchase. To attract millennial shoppers, brands must

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think in terms of experience, not solely discounts or cashback. Experience-based shopping

experiences are a popular route to target them. Brands can help shoppers feel as if they’re a part

of a larger culture or mindset; rather than just a loyalty program. This approach can build a more

personal relationship with the consumer; making them feel more valued and appreciated.

All in all, Millennials make up the majority of the current market in the U.S economy,

they give higher importance to social and environmental factors, involvement has become an

essential factor for millennials because they focus on interactivity and collaboration. Millennials

are driven by the desire to offer their creativity to a market of interest. Since they are more

difficult to build loyalty to a brand, the market researcher would find it useful to understand that

Millennials prefer a personalized communication strategy rather than just online advertisements

or traditional ads.

Situational Analysis Primary Research

The first interviewee is Courtney Osorio: a 24-year-old server at a local breakfast dine-in

restaurant who makes around $15-20k a year, averaging 25-30 hours a week. She lives at home

with her parents and occasionally contributes to household bills, but mostly is concerned with

her own payments and subscriptions, like her phone bill, store credit cards, gym membership,

etc. and then manages her money for necessities and spends the rest on recreational activities and

items. Based on the interview questions, Courtney spends her time extensively on social media

maintaining contact with her personal relationships, but she did reiterate that most of her

purchases are done over the Internet, except for certain clothing items that she only trusts to try

out online. She finds out about the products she is interested in over social media outlets as well,

which results in new purchases. Courtney extensively uses Uber due to the fact that she doesn’t

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own vehicle and Uber allows her to maneuver around. If Courtney had no obligations, she would

travel the world as a hobby, some of her other hobbies include: socializing and outdoor activities

like bike riding and forest preserve walks.

Since Millennials are becoming extremely involved in social media and social trends, it is

important to understand the connection with Millennials and how they react to this. During an

interview with Alexa, she made it very clear that social media apps and youtube influencers

make up a huge portion of her decisions when purchasing items. She said that she is on social

media “constantly” staying up to date with trends and popular clothing brands. During her

interview, she stated, “ I am the type of person to recommend or leave reviews online”, I asked

her, “Why?”, She explained that she appreciates reading good reviews online from customer

experiences because it makes it easier for her not to buy a “useless” product. There is a common

notion that millennials are highly influenced and affected by popular trends unlike older

generations. Marketers are beginning to focus on making sure they have a positive brand and

highly influential brand perception online. For this reason, a brand she mentioned she will

always shop from is Colourpop Cosmetics, who she believes always has great reviews and is

partnered with youtubers she enjoys watching like Bretman Rock.

Although data shows that more and more Millennials are shopping because of social

media trends, it is also true that there are Millennials who prefer to shop from brands that they

believe to have ethical practices over the most popular. For example, in an interview with Ray,

he mentioned that he believed in recycling and was a person who cared about the environment. I

proceeded to ask him questions about his lifestyle and how often he shopped in store. He told me

that when it comes to cleaning products and body care for him and his family, he prefers to shop

for “natural” options. The switch to more organic products and natural alternatives relates to the

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trend aforementioned, that Millennials are more concerned with how their purchasing habits

affect the environment than the older generations. One of these brands he mentioned to me that

he constantly buys at the grocery store is Ms. Meyer’s dish soap and all purpose cleaning spray,

he likes that its all natural and wont worry about using it around his son. After taking a closer

look at the brand, they pride themselves in producing cleaning products that smell good and

clean well without using harsh chemicals that can in turn harm the environment and are bad for

you. His interview demonstrated the change in mentality when it comes to how their purchases

can affect the environment around them.

The interviews with these individuals reveal that Millennials point of view affects

branding and marketing for brands today. Millennials today are focused on social media,

environmental issues, and ethical practices that can affect the way they interact with brands. In

addition, younger shoppers prefer affordable brands due to their limited income. For these

reasons, in order to appeal to the Millennial shopper it is important to cater to their value systems

and lifestyle more than past generations. By doing this, marketing professionals will find it easier

to cater to a specific target market successfully.

Brand AuditCompany Overview

Evolve is a skincare brand in the beauty and cosmetic industry that offers natural and

non-toxic skincare products. The brand is eco-friendly and provides sustainable products that

allow us to make a difference in the world. Not only are the products clean and safe, but we also

make an effort to upkeep a social responsibility by donating a percentage each bundle package

purchase to the American Vitiligo Research Foundation. Evolve Skin offers a monthly

subscription box bundle that provides a supple and clean glow for every skin color.

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The brand was created in the winter of 2017, when co-founders Vicky, Alexandra, and

Claudia were in their dorm complaining about the impurities of their skin. The roommates began

to research their skin regimen products, only to find out that they had been wasting money on

products that were only causing damage. The Evolve team are pioneers who believe in providing

clean products to promote self-confidence. Evolve is revolutionizing the chemistry of beauty

cosmetics by creating clinically validated, organic formulas and plant-based ingredients within

all products. The company’s vision is to create an eco-friendly world where women are

empowered to feel clean, healthy and beautiful.

Brand Portfolio:

Skin Care Products provided by Evolve:

● Sunscreens/SPF

● Moisturizers

● BB Creams

● Eye Care

● Cleansers

● Toners

● Peels, Exfoliators and Masks

● Serums

● Treatments

● Lip Care

○ Line Extensions: Travel Sizes

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Segmentation, Targeting, and Positioning

Evolve’s target market segment focuses on 21-35-year-old eco-friendly, health-conscious

and socially responsible women seeking products that are 100% natural, non-toxic, and

sustainably packaged. Focusing on women who practice an organic lifestyle allows the brand to

understand how consumers feel about environmental issues, recycling, and health.

Psychographics provides more depth to the demographics, creating a 360-degree view of the

consumer needs and wants. Evolve is a consumer products and service/retailer, who targets

sophisticated millennial women and delivers inclusivity, wellness, and high-performance. Unlike

other retailers, we provide unconventional natural and botanical-based products from plant

extracts and oils derived from flowers, herbs, berries. nuts, roots, and seeds. Tapping into these

types of ingredients requires a lot of knowledge and traveling which allows the company to

compose the healthiest ingredients for beautiful faces across the world. Most companies fill half

of their products with tap water and may not even list all the ingredients on the product packing.

The brand wants consumers to be knowledgeable about what they are using, which is why

ingredient descriptions are incorporated into the product packing, allowing customers to

purchase according to their skin concerns and needs. One purchase from grants accesses to the

brand’s app which helps navigate consumers to make safer choices through health information

and safety ratings on personal care products.

Brand Equity:

Evolve Skincare was featured on Glamour Women's Magazine and was awarded a

Beauty Product Award for being one of the 23 Best Natural Beauty Products of 2019. Natural

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beauties such as Salma Hayek, Rihanna, Winnie Harlow, and Kylie Jenner have been connected

to this magazine for their major influence on women and the beauty industry. The brand

demonstrates corporate social responsibility by raising awareness for vitiligo, an autoimmune

disease that causes the appearance of white spotting on the human skin. Evolve donates a

percentage of every purchase over $45 to the American Vitiligo Research Foundation. The

foundation provides public awareness about vitiligo through dedicated work, education, and

counseling.

As a beauty and cosmetic skincare brand, Evolve has fostered a strong relationship with

consumers through the execution of inclusivity. This has been exemplified through a specific

endorsement associated with the Canadian fashion model, Winnie Harlow who is also a

spokesperson for vitiligo. Society has implemented unrealistic beauty standards and what is

perceived to be. Evolve strives to break those barriers down associated with the condition and

enforce the promotion of acceptance of all colors and sizes. Nonetheless, Winnie Harlow has

stunned the world with the level of confidence she exudes being that she is one of the very few

professional models diagnosed with vitiligo, making her a perfect advocate for this issue. She

also obtains a strong social media presence, influencing a variety of audiences categorized as

chic and trendy. The utilization of social media marketing through influencers results in

discoverability and desirability. Fashion and beauty influencer, Stephanie Shepherd is one of the

biggest faces of natural, clean and organic beauty trends. Evolve ships a monthly public relations

package to Shepherd to promote and showcase the products via Instagram posts and Youtube

testimonials. This is a crucial strategy that the brand uses to communicate a positive attitude

towards what Evolve stands for and presents a trustworthy testimonial surrounding the rich

quality of all products.

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The entire brand was created around the initial research performed circulating the poor

quality products which the co-founders were incorporating into their skin routine at the time.

After the analyzation of the ingredients, the co-founders learned about the harmful ingredients in

which are formulated into almost every skincare product on the market. As a result, the team

presented knowledge as one of the most important aspects of the foundation of the company.

Evolve took the initiative of collaborating with Skin Deep databases and creating an app that

helps navigate consumers to make safer choices through health information and safety ratings on

personal care products. It is vital to the company’s mission to encourage the consciousness of

product ingredients that promotes healthy and clean skin. The analytical marketing tactic

provides an easy to use, personalized beauty solution alternative to break down ingredient

descriptions for the sole benefit of the consumer, which encompasses strong brand loyalty and

differentiates the brand

Competitors:

Evolve has done a great job of staying ahead of the game by positioning itself as one of

the biggest competitors in the modern luxury skincare category of the market. They utilized a

selective distribution strategy through digital channels and partnerships to showcase the

inclusivity of all women. Given the current state of our society from an economic and cultural

perspective, inclusivity and diversity are touchpoints for millennial consumers which why they

are unmatched in this area. Vegan beauty brand Herbivore Botanicals is a competitor that uses a

similar strategy and makes year-round donations to LGBTQ+ charities from the sales of its

famous Prism serum. Unlike Evolve, Herbivore lacks a connection between the marketing

campaign and their brand, there is no relevance between the two which makes it seem inorganic.

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Juice Beauty is an all-organic skincare and beauty product brand that produces

conventional products made with antioxidant-rich botanical juice for both men and women. Juice

does a great job of expressing their story through their radically transforming ingredients and

vivid content on their website. Their persona of a health-conscious millennial can be similarly

compared to Evolve’s which is where the two go head-to-head in the market. The partnership

with organizations and influencers has helped amplify their all-natural message to their target

audience, but they lack inclusivity and this is where Evolve takes the lead. Evolve executes an

ideal balance of both strategies which differentiates them from the competition.

Brand identity:

Since millennials are digital natives, Evolve strategically uses social media marketing,

public relations, and partnerships to advertise their brand. Not only do they promote their product

but they live to sell their brand as a whole to the consumer. The brand persona exemplifies a

millennial female who prioritizes self-care, clean, sustainable products, and organic ingredients.

Partnerships with influencer Winnie Harlow and beauty guru Stephanie Shepherd serve of

relevance to the brand image and are used to amplify their message to their target audience. The

association with the American Vitiligo Research Foundation places a significant emphasis on

inclusivity which reflects their values and beliefs and is implemented into product development

and marketing campaigns. Social and environmental consciousness impacts Millenials in a

positive way which influences them to participate, which is why Evolve has implemented an app

that can be considered a new learning tool. Spreading knowledge and awareness of ingredients is

at the forefront of Evolve's mission to educate consumers on the products and ingredients they

are using daily. The e-commerce website and app introduce a chic and minimalist vibe that

correlates with their brand image.

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Outlook:

Evolve has many opportunities for growth in new markets. Soon the skincare market will

become oversaturated due to the implementation of organic and vegan products in almost every

brick-and-mortar store. Since they are gaining great recognition it would benefit the company to

continue product development. A great idea for a brand extension that Evolve would highly

benefit from is creating natural makeup or shampoo products. The brand has built a strong

foundation that provides them with the opportunity to continue extensive research and would

ultimately increase their sales while also staying relevant in the industry. Many brands will begin

to piggyback what is selling, which is why it is important to stay two steps ahead and penetrate

the market before it is too late to react. Authenticity is key.

Marketing StrategyProduct

Evolve is a skincare brand that contains many appealing attributes towards millennials

today. The following positioning statement and value proposition exemplify the types of

qualities that would attract this segment market to a brand like Evolve. Its positioning statement

stakes the claim in the market, as shown here: Evolve offers natural and non-toxic skincare

products for 21-35 eco-friendly, health conscious and socially responsible women. Unlike other

skincare brands, Evolve promotes social and economic responsibility by producing sustainable

products and donating a percentage of each purchase over $45 to the American Vitiligo Research

Foundation. The value proposition is intended to make a company/product attractive to its

consumers, which is exemplified in the following statement: For 21-35 year old eco-friendly,

health conscious and socially responsible women seeking products that are 100% natural, non-

toxic, and sustainably packaged, Evolve Skin is a skincare brand that offers a monthly

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subscription box bundle which provides a supple and clean glow for skin. Unlike non-social and

non-recyclable skin care brands, our brand is focused on providing an alternative that is not only

environmentally friendly but socially conscious.

Pricing:

Evolve is dedicated towards social programs, like donating a percentage of their profits to

those diagnosed with vitiligo, which is one of the factors that differentiates them from

competitors. However, this approach affects the pricing aspect of the brand, specifically what

types of objectives to be chosen, the strategy being executed, and the tactics to take. Since the

brand offers a variety of attributes, it needs to distinguish which one would help the brand

generate the most awareness and profit to then give back to social programs that align with the

brand’s mission. In doing so, Evolve will choose the objective of matching competitor prices at a

discount price-to appeal to the money-conscious millennial by promising to deliver value to its

products with a lower price. In this day and age, it is more viable for a new brand to start with

low pricing as it is compared to its competitors, before generating enough awareness and

credibility of how their value will increase over time. The brand can then increase their prices-

which matches their other objective of market penetration. The pricing strategy Evolve chooses

is based off its objective, but also the types of products that it sells, which makes more sense for

it to be a product bundle pricing strategy. The subscription box will combine several products in

the same package that initially consists of different pricing for each product. This creates value,

because the customer receives the box with a bundle of products that cost less than if they were

bought separately. Lastly, the pricing tactics are dependent on the strategy but also take into

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account the market, shifts in demand, competition, etc. that are temporary in setting another

strategy into place (ReferralCandy). For example, Evolve chooses the Market Penetration Pricing

Objective to attract customers to its low pricing and generate brand awareness. Once it

accomplishes its goals, it can move onto increasing its price with the Bundle Pricing Strategy.

Distribution

Evolve’s distribution channel is largely focused on being an internal process through

being an e-commerce retailer that will execute its delivery process without the partnership of

large companies. Because Evolve is hyper-focused on being economically and environmentally

conscious, the type of distribution channel it chooses requires the brand upon its values. For this

reason, its retail distribution objective is to minimize the amount of pollution and waste

generated through creation and delivery of products to its customers. This way, Evolve can

choose the distribution strategy of being a direct e-commerce retailer, which delivers the product

to its customers without a lengthy channel in between. It further takes into account its economic

responsibility by hiring its own employees to deliver by choosing an internal process over

partnering with pollutant delivery companies.

Promotion

The type of promotional strategy that Evolve chooses to generate brand awareness is

advertising, specifically online and social media through social media influencers. The brand is

an e-commerce retailer, so promoting online will be its best source of promotion. By penetrating

its product through social media sites and using influencers, this strategy will help generate

awareness and acquire a larger customer base. In this case, the target audience will consist of the

younger end of the millennial cohort (21-30 year-old women) who are avid online users and are

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more easily susceptible to acquire products based on the opinions of the influencers that they

follow, which is proven to be a successful advertising strategy for those who would listen to their

social sphere, including influencers that make them feel like they have a connection, than be

directly advertised to the old-fashioned way, which is starting to wane off. The creative strategy

statement will look like this: Evolve SkinCare will promote their products through social media

influencers that will be compensated based on meeting the requirements of an informational post

and the turnover rate in their audience reach that targets their impressionable women followers in

the young adult age.

The AIDA model helps describe the steps a customer executes to purchase the product

through four categories. Awareness: The influencer will directly or indirectly promote Evolve

on their social media sites (Instagram and Youtube are the most successful platforms for this

type of advertising) by generating a video that can either explicitly or inexplicitly place the

product or creating an explicit post promoting it. Interest: Will be created through the influencer

actually using the product/showing how to use it, sharing beneficial traits and more information

about it, showing the box and its sustainable packaging, etc. Makes the post/video show the

product in an attractive light and most importantly, offer their own opinions on it, which is more

likely to generate purchasing from the viewer. Desire: The viewer will feel desire to purchase if

they see the influencer using the product and feel like they’re a credible source to trust, because

of the emotional connection made between them. Action: The influencer will cause the viewer

to feel the need to purchase through the discount offered by the influencer, usually provided by

their code, that will cost less for the viewer to purchase if they use the code, which is then linked

to the website from the post. This part of the process is the conversion part of the strategy for

influencers, who are then paid by the number of viewers they converted to Evolve customers.

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Financials

The business model for Evolve will be a subscription model, in which consumers are

billed monthly for a bundle of products that are shipped to their door. Because the model

depends on customers for its revenue, it will be sustainable as long as Evolve strives to maintain

its loyalty with its customers. Operationally, the brand will start by operating regionally in the

Chicagoland area while it grows its consumer base and minimizes cost, and once it generates

enough profits it will expand to operating domestically in the US, with warehouse and

distribution centers in each large city.

According to the trends, Evolve will competing in the organic skincare product industry,

green packaging industry, and subscription box industry-all of which are trends that will be on

the rise within the next few years. If Evolve takes into account that 9% of the targeted market in

a population of 5 million in the Cook Country area will be using the product, and each box will

cost $20/month, Evolve can expect to take in around $8.5 million in revenue by taking into

account the 425,000 millennial women. There will also be the expected operating profit margin

of around 25%, which includes expenses, totaling it to around $2.1 million in profit of the Cook

County population. As Evolve will continue to expand to other regional cities outside of

Chicago, growing at about a 24% growth rate due to the subscription box market rate, the brand

will be looking at around $300 million in revenue and $100 million in profit by expanding to 20

cities.

ConclusionAll in all, based on the secondary and primary research, Millennials are a large group of

consumers that are constantly changing the way they interact with brands, they have many

different Psychographic traits that affect their purchase decisions. From the brand audit

mentioned in this report, a key strategy to promote Evolve Skincare to Millennials and future

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generations is to differentiate itself in the beauty industry and build relationships with more

influencers. Millennials today value brands that are working towards becoming environmentally

sustainable and brands that are constantly working on holding ethical practices. By following the

strategies mentioned in the report, Evolve Skincare’s company vision is to create a successful

eco-friendly brand where women feel empowered, healthy and beautiful both inside and out. As

Evolve will continue to expand to other regional cities outside of Chicago, growing at about a

24% growth rate due to the subscription box market rate, the brand will be looking at around

$300 million in revenue and $100 million in profit by expanding to 20 cities.

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AppendixAppendix A: Positioning Map

Appendix B: Logo

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Appendix C: Online Presence Examples

Appendix D: Advertisement and Endorsement

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Appendix E: Digital Marketing (App)

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Appendix F: Consumer Interview Debrief Forms

Consumer Interview Debrief Form 1

Name of Interviewee: Alexa MendezDate Of Interview: 10/15/2019

Contact Information: amendez8@uic.edu (E-Mail) Key Insights (What did you learn that wasn’t obvious or intuitive from the discussion):

· This consumer is a customer that likes to follow social media trends and bases her shopping from reviews.· During the interview, she states that she usually recommends clothing brands and accessories based on quality over price.· Although she is a student , she gave off the impression that if someone she idolizes has a purse or a jacket she likes she will work towards being able to afford the items as well. · Would rather spend the money she has on items she likes than put it in a savings account, which relates to the secondary research found.

Analysis Of Interview

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· Cognitive questions were asked to see how engaged the consumer is with the industry.- The consumer finds out about brands through influencers and instagram.- Likes to shop for every season, and goes shopping often - She likes to shop at stores she hears about online, boutiques. (laura’s boutique)

· Affective questions were asked to help narrow down on the types of brands she prefers - Prefers to shop from popular brands, if they have a large social media presence she finds herself more interested.

- Her current favorite youtube influencer for clothing reviews is Jenny_69, who has a large social media following and provides reviews and sizing tips when shopping online.- Likes to shop at second hand stores because she believes in reusing good items and finds high-end items for a lower price.

· Behavioral questions regarding asked to determine the consumer purchasing behavior - Consumer usually shops shoes online instead of in-store, and likes to purchase from online retailers like: Zaful & Etsy - She prefers to purchase clothing from high end second hand retail stores. - Buys items regardless of price, if she likes it she sees it as an investment.

· Demographic questions were asked for a better understanding of consumer.

- Female, 22 , Part-time employment, Full- Time student , lives in ChicagoConsumer Interview Debrief Form 2

First Name of Interviewee: Courtney Osorio Date of interview: 10/2/2019

Contact information (Email): courtneyrox122@yahoo.com

Key Insights:

● extensive use of social media apps for purchasing products and becoming aware of new brands

● Most of her purchases are for self-care and clothing items● Her brand loyalty depends on whether she likes the products or not, not including other

factors

Analysis of Interview

● Depends on social media and Internet for purchasing products and finding new ones● Does both online and off-line shopping● Not really representative of the cohort because she has limited bill obligations and is

flexible with how she chooses to spend her money, which is mostly recreational● Her use of Uber is because it stems from the necessity of not having a car

Consumer Interview Debrief Form 3

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Name of Interviewee: Ray TavarezDate Of Interview: 10/16/2019

Contact Information: 773-678-2456 ( phone number) Key Insights:

· This consumer is a type of shopper that likes to window shop and take their time in a store before deciding what they want to purchase .· During the interview, he states that he isn't the type to shop at traditional chain stores, he enjoys unique clothing . · The consumers’ point of view on advertisements showed that he doesn't necessarily shop at places recommended online despite the trends.· As a young single father the consumer is more careful with spending on items like clothing and technology because he is still financially unstable and struggling to make ends meet. He currently lives with his parents and is trying to save up for a house.

Analysis Of Interview · Cognitive questions were asked to see how engaged the consumer is with the industry.

- Stated that he usually sees advertisements on youtube or Tv - Prefers to shop online, because he believes its more time efficient.- Does Not consider himself a follower of clothing trends or popular brands

· Questions were asked to help narrow down on the types of stores and brands he usually goes for. - Prefers online stores that have coupon codes or constantly has sales.- Current favorite place to shop for clothing: Abercrombie and fitch- Doesn't participate in loyalty programs or email signups when shopping.

· Behavioral questions regarding asked to determine the consumer purchasing behavior - Consumer usually shops for clothing and shoes online but purchase personal care items in store .- If they had an unlimited supply of money, they would shop more at stores like “Nordstrom” or “Supreme”- When purchasing shoes, he wouldn't spend more than 90-100$, For clothing no more that 60$

· Demographic questions were asked for a better understanding of consumer.

- Male, 24, full-time employment, father of 1, lives in Aurora, IL.

Appendix F: Market Industry Trends

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Bibliography

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3.https://www.referralcandy.com/blog/pricing-tactics/

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4. https://pitchbook.com/news/articles/the-science-and-data-behind-the-subscription-box-craze

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