8.1.1 Demographics
· Age : 18 - 24 years old
· Gender : Both male and female
· Education : Undergraduate and above
· Occupation : University Student
· Income Range : RM500 – RM1500
· Race & Ethnicity : All races
· Geographic Location : Urban area
8.1.2 Psychographics
· Perception : Affordable brand which is well-known and provides
wide and good quality of product lines up
· Learning : Friends and siblings, social network, promotions and
events
· Motivation & Needs : Desire on trendy stuff and apparel for attractive looks
· Attitude & Personality : Young, passion, stylish and trendy
· Lifestyle : Casual, active and free