Shenshi Case Study | Part A - Persona

Country: United Kingdom.

Persona:

Daniel, a 24-year old male from Reading, Berkshire is a Junior Broker in a small wire house located on the south bank of the River Thames, London. He commutes to work each day on the mainline rail and subway networks, which takes 1hr 30min. He arrives at 7:00am, giving an hour to focus on the markets before they open. Combined with after-work sports and an active social life, his busy schedule means commutes are the best times to catch up on news, sport, and fashion. His preferred consumption device is a smartphone—a late hi-res model. He holds a Bachelors degree, has 2 years work experience and his 5-year goal is a management position in the iconic “Gherkin” building in London’s Financial District. He doesn’t plan to marry until early-30’s when he believes he’ll be more financially secure, preferring meanwhile to stay single, focusing on reaching his career goal and spending free time enjoying city life with friends.

Explanation of the persona:

Daniel’s job requires that he looks the part at all times and he is concerned that his old, but expensive suit that his Uncle gave him, is looking dated. He still has significant college debt and wishes there was a retailer that could meet all his clothing needs at reasonable cost. Daniel often entertains clients at swish London restaurants, before meeting up with friends at trendy nightspots. He believes it is important to look successful, but he would be happy with more fashionable clothes that didn’t last as long. That way, he could stay current, look the part and still be able to afford it. He has spent considerable time during the last few weeks researching information on the latest business fashions, but is finding the options are either too conservative or too expensive.