Consumers' lifestlyes and Mass Customization

Below, I have analysed two of my schoolmates' lifestyles and their mass customisations

Schoolmate A

Life Style:
She is a 21 year old fashion student who originally lives in the village of the English countryside, She studies and works in London, therefore there are two key influences to her lifestyle. She works in Jack Wills, a British brand which targets upper-middle and upper class youths. She loves to shop at Laura Ashley, which reflects her country lifestyle, but also likes to shop on the high street in more urban shops such as TopShop and All Saints. She enjoys reading fashion magazines such as Vogue, Glamour and Grazia, and also likes to indulge in celebrity gossip by reading Hello, OK and Heat.

Mass Customization:
A lot of her belongings are designer, such as a D&G watch, a Balenciaga hand bag and a Marc Jacobs purse. This indicates her interest in fashion, and suggests that she likes to follow what is on trend. A lot of the clothes she wears are from Jack Wills. This is predominantly because she works for the brand. The colours that she normally wears are navy, white and grey. This are very basic, neutral colours that can be mixed and matched easily so she can alter her style from day to day. She also likes to brighten her wardrobe by wearing light green or yellow and always wears silver jewellery.



Schoolmate B

Lifestyle:
He is a 22 year old from Denmark. He studies business and enjoys doing extreme sports such as skiining and Bunjy Jumping.

Mass Customization:
He takes care of his appearance and likes to wear designer labels, in particular Ralph Lauren. His look is very smart, often wearing jeans or tailored shorts and a polo t-shirt or a shirt. He also wears Ray Ban sunglasses, has an i-pod touch and drives an expensive car, which reflects his flash lifestyle and shows that he likes to keep up with the latest technology and fashions.
He mainly wears bright colours, such as yellow and green which often reflects his cheery mood!