premier man

Audience Profile

Average Age size	Majority over 55, average age 63
Average chest size	44 inches
Size 44 in plus	55%
Average income	£15,000
Work Status	63% retired

What types of products do they like?

High fashion isn’t important, classical, practical, basic styles are preferred, product offers (2 for 1) are well received, garment replacers, separate sizes for each part of outfit

Brand personality

A welcome alternative to the high street, understands what it’s like to be big, knows what the customer wants from clothes

Look and feel

Should encourage browsing, offers should be prominent, highlight biggest sizes, as 30% of file are women, creative should not be overtly masculine