Dude...She is such a betty!

She grew up in the board sport lifestyle, now she wants something different. She still wants to be connected but doesn’t want to look like every other 16 year old skate board chick. She wants clothing that’s comfortable but she doesn’t want to give up style. She is more interested in details and textures as a pose to branding and graphics. She is realizing the importance of the environment and wants clothing that reflects that without sacrificing the cool factor. Sustainability and eco-friendly apparel is the future, but she wants it in a board sport lifestyle brand.

Demographics
Women aged 25 – 30
Lives in large urban areas
University graduate
Works in a creative field such as Music, Graphics or Advertising
Earns $45,000 - $70,000 a year

Psychographics
Strong woman who knows what she wants and how she is going to get it
Largely influenced by the males in her life – best friends, boyfriends, cousins, father
Isn’t interested in doing things she doesn’t believe in
Not fake – if she’s pissed then you will know about it
Independent but still likes to feel connected to things such as her culture and family
Loves the outdoors and starts every morning off by walking her dog
Enjoys partaking in sports such as skateboarding, snowboarding or surfing, but is not limited to just those
Influenced by pop culture
Fan of movies, music, and people from the 90s
Music is a huge interest which constantly brings her inspiration
Enjoys reading and doing things that keep her mind active
Environmentally conscious
Interested in things that are organic and eco friendly

Consumer / Shopping Types
Looks for comfort, style, subtle branding, details, mix and match features
Wants her clothing to match her active lifestyle with out completely giving up on fashion
Likes to know what the latest trends are but doesn’t necessarily follow them all
Buys clothes that are organic and eco friendly as much as she can
Has a growing interest in purchasing clothes that are produces locally
Prefers clothing that has an element of customization as a pose to mass produces garments – she wants to feel special in what she’s wearing
Is loyal to where she shops – if she finds something she likes then she sticks with it
Shops at least twice a month just to see what’s out there

Uniform
Layers, funky top with cool design features
Jeans with an interesting detail
Pair of sneakers – usually Vans because they are her favorite
Cool necklace or accessory