Consumers

With consumers brands need to understand that there are different tiers of consumers. The consumers can be split into 4 tiers, each tier representing a different kind of customer that brands must identify. On the top of the tiers are the 'Sneaker heads' or 'fashionistas' of the market. These are the people that want to be the first with trends and to set them. People in this tier will spend more on getting the latest products, they will read trend blogs and perhaps have one themselves.

Tier 2 which relates to our opinion former Emily, is for consumers who are called the 'early adopters'. These consumers are early on trends but not quite as keen as the tier one consumers. They dress how they want to and often reach trends before the other tiers.

Tier 3 and 4 are the slower groups to adopt trends. They will buy trends once they reach the more accessible highstreet.