Innovator | 25-34 Female/GNC

She likely works in the creative industries, is engaged with popular culture and socially aware. She has strong opinions and isn’t afraid to voice them. She is interested in fashion as an art, and enjoys inside jokes/allusions to the 90s trends she grew up with. She isn’t afraid to be sexy, or edgy but for herself, rather than to fit into the male gaze. She is up-to-date on what is happening in the world, and won’t let you get away with being ignorant or passive. She stands up for what she believes in and thinks the societal push to more inclusive media is a long time coming. She is always on the go, and doesn’t have time for dating frivolously.

Early Adopter

This fashion forward fellow isn’t your typical guy. He isn’t afraid to express himself, or show his sensitive side. Bright colours don’t intimidate him, and he’s not going to try to out-bro you if you are trying to get too macho. He’s interested in art, fashion, and culture, but picks and chooses from various scenes as he sees fit. His style is eclectic, but he likes to balance his wilder tastes with classic styling, or a practical fit. He is well-read and definitely leans, left, but is probably more of an anarchist than a card-carrying member of any specific party or organization. He probably dabbles in a wide range of artistic pursuits and will talk your ear off about any of them if given half a chance. He doesn’t care what you think (but secretly kind of does).

Early Adopter

She probably thinks she was born in the ‘wrong era’ and loves 90s, and 2000s cultural references that she may or may not remember from the first time they were around. She is likely a student, or at the beginning stages of her career. Either way, she doesn’t have a lot of expendable income, but is willing to splash out on something that appeals to her quirky sense of personal style. She is aware of political and social trends, and as part of the younger generation she may have grown up with a more liberal worldview and less rigid structure in terms of gender and sexuality.

Early Majority

Jade works hard and plays hard. She is the life of the party and known for being fun, vibrant and vivacious. Her bold personality is matched by her bright and quirky wardrobe. She lives for a flattering fit, but doesn’t necessarily conform to ‘body appropriate’ clothing choices. She wants everyone to get a fair shake, and doesn’t view progressive marketing geared towards millennials as anything but a clear, and obvious step in the right direction. She is altruistic and fun-loving and knows the value of a dollar, but isn’t opposed to treating herself.

Innovator

Standing out in a crowd is an understatement for this social butterfly. They don’t subscribe to gender norms, social convention or mundane complacency. They know how to style a look and turn a pose. They care less about politics than personal expression and want to make the scene, and make sure everyone knows they were there. Price is less of a concern than being unique, and one-of-a-kind. Fit and comfort are important, especially since they like to experiment with different silhouettes and blur the lines. They don’t just think outside the box, they ask, what if it’s more of a vase.

Early Adopter

She is a boss b*tch. She knows what she wants, and isn’t afraid to stand out. She is well-established in her career, and has lots of connections. Her home is a reflection of her personality, and she isn’t swayed by trends. She knows what looks good, and will spend a bit extra if for the right items. She isn’t necessarily into luxury as much as comfort, fit, or feeling good about her purchase (preferably all three) but she wants to look put together in a unique way. She may be single, or she may have a young family, but either way she knows the value of a dollar and factors clothing into her budget because it pays to look good and feel confident. Versatility is key as she is always moving.