UGG (sheepskin boots) are shoes made from sheep fur and introduced to the market to enable consumers in winter countries to stay comfortable. This customer profile is meant to identify interests, buying patterns, and demographic characteristics (Ekbote, 2017). The customer’s name is Karen, a thirty-year-old Caucasian female. Karen can be put between two categories, an intersection of Kids and Cul-de-sacs members of Nielsen PRIZM Groups and a VALS achiever (Morse, 2020). Karen is married with two kids and lives in East Boston, Massachusetts. This locality is child-friendly and is mainly occupied by middle-class families. Karen’s lifestyle is characterized as upper middle class, funded by her husband’s income. Moreover, she performs all the house and kids’ care duties. Her life involves a lot of movement due to household errands, taking kids to school and other activities.
Karen’s interest in UGGs was sparked by Oprah Winfrey when she featured them in her “Favourite Things” list, describing the shoes as being warm and comfortable. Karen bought her first UGGs when she was pregnant for their ability to keep her feet warm and comfortable. Karen made these shoes her go-to option when running her errands because the shoes are practical and suit all functions for a busy mom who does not have time to put together outfits and accessories. She has a sense of fashion but values the practicality that UGGs present (Morse, 2020). She can easily attend sports day in school, go shopping, and attend other errands such as walking the dog with them comfortably.
Karen has her UGGs boots on when carpooling with other moms to their kids’ soccer practice, grocery shopping, and attending her weekly yoga class. Karen has UGG sleepers she wears when she is ending the day with a glass of wine and her favorite Daily Mom magazine.
Karen is in a demographic of consumers where having UGGs gives a sense of relaxation and tranquillity. Wearing these shoes creates a therapeutic soothing effect for a stressed mother running her usual childcare responsibilities (Kaur, 2021). This psychological effect is brought by the tenderness and warmth of the vintage fur lining provided by the UGGs. Karen believes that these shoes provide value to her money. Their durability is unmatched, they are appropriate to the weather conditions in her area, and they are made of excellent authentic materials. Karen has an achiever mentality, which she consistently follows. Her viewpoints and beliefs are focused on productivity and hard work, which UGGs fulfill by being practical, convenient, and comfortable. UGGs’ neutral colors make them versatile to Karen as they can be paired with different outfits.
Karen’s demographic is willing to spend money on UGGs. They are a rich upper-middle class who view prices as indicators of quality and luxury, and wearing UGGs is a sign of class. Nielsen PRIZM also groups Karen as a member of striving individuals with middle-class status and are willing to spend their money on designer shoes and pleasure. This puts her among 1,769,183 US families in cities in rented apartments rather than buying (AP, 2021). These individuals are tech-savvy, and they are heavy social media users. Karen prefers media shows such as MTV.com that indicate luxury as she follows the current lifestyle of her favorite celebrities.
References
AP. (2021). Actionable Insights on UGG Boots Market with Future Growth Prospects by 2029| UGG, YellowEarth and JumboUGG. AP News.
Ekbote, B. (2017). Modeling ideal customer profile for maximum return on investment. SSRN Electronic Journal.
Kaur, S. (2021). Behavioral analysis of customers through customer review and profile using the chi-square method. International Journal of Pharmaceutical Research, 13(01).
Morse, B. (2020). The Marketing Decision That Helped Land UGG Boots in Teens’ Closets across America. Inc.Com.