Consumer analysis
3.1 Consumer
Born after 1996, Gen Z is grown up with the support of a strong economy and fast-developed technology. They have more money available to spend than their parents’ adolescence, and they use their phones to shop much more frequently. Compare with well-known brands, Gen Z consumers prefer the newness and excitement that the niche brands can bring to (Finneman, 2020). While most of Gen Z are teens who adore novel products but have limited pocket money, the older ones have already reached financial independence.
3.2 Client
The value drivers of DTS’ clients are the factors that could increase margins and reduce risk of their brands or companies. In this case, the brands would need to access a solid and diversified customer base and manage the allocation of consumer concentration to better target their customers. Besides, brands would increase their sales and brand value not only by increasing market recognition, but also improving brand image.
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