Demographics That Might Provide Helpful Context for Their Responses
Age: 50
Ethnicity: Latina (Brazilian)
Job: Helps run a nonprofit arts organization
Key Findings from the Interview
Very brand/store loyal, ex: has stopped shopping as frequently because her favorite store at the mall closed ex: wore the same running shoe for years until they changed the model and they no longer worked for her (she was very sad)
Will look at clothes online because of email bombardments but will never purchase anything online because she is scared it will not fit and she feels lazy to return items
Hates department stores: too many options gets overwhelmed, would rather small stores with high quality pieces (high quality pieces that last forever)