consumers purchase with the following in mind:
--comfort
--functionality
--practicality
--fashion
Comfort is increasingly important to the contemporary consumer, as fashion is no longer a reason to sacrifice comfort. Consumers demand both.
The lives of these young professionals are busy, and their days are increasingly long -- they need comfort and practicality. Fashion is an extremely important factor influencing their purchasing habits, however it is no longer the sole factor in buying decisions. Comfort and function are just as important if not slightly more important than a fashion-forward look.
consumer profile:
They frequent coffee shops such as Starbucks, those serving premium coffee. It's primarily because of the relational atmosphere and quality of the product. Marketing the lifestyle of that goes along with the coffee and the experience of buying it at Starbucks influences the loyalty of the consumer. This reflects the ideals and influences for buying of the young professionals market. Consumers of this market are looking for prestige, premium quality products and function, as coffee also helps those who need the energy it provides to get through their busy days.
Creating a fashion-forward, though practical bag that will organize and store all they need throughout the day including a laptop, notebook, wallet, keys, chapstick, etc. will give this consumer what they need and want, but do not already have. It is essentially filling a need and targeting a market Butler Bag has not previously marketed to.
Vegan bag -- eco-friendly option for eco-conscious consumer
crackled leather -- reaction against the flooding of the market of patent leather (shiny, glossy)
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