1. User Profiling – Outdoors Technical Clothing Target Audience Analysis & Archetype Development Prepared by Marco Gervasio

2. Data Analysis

36. Archetypes

44. Profile Consumer Cycle P1: Awareness & Inquiry Background Requirements P2: Pre-Purchase Background Requirements P3: Post-Purchase Background Requirements Identification Description General Presentation Jane has been running for about 6 months now . At first, she wasn’t sure if her new resolution was going to last: the initial runs were so hard, she felt like she was 90 years old. Thankfully, she persisted and getting up early in the morning for excursions on the park trails became easier. It was encouraging to see such progress. Today, she feels good about herself , physically and mentally. She is convinced her new passion for running will remain a focus in her life. When Jane started running in the spring, she wore whatever clothing she had to do a workout. She realized that cotton wasn’t the most comfortable fabric . By the summer, she had purchased dry-fit t-shirts and shorts, suggested by the clerk at her local sports equipment store. It made a huge difference. Now that that the fall is approaching rapidly, she wants to find a jacket that will allow her to remain warm yet airy. Jane has been told about XYZ Brand® and has seen some fellow runners wear the gear on the trails. She has also noticed some other fabrics promising wind protection and breathability but does not know which one to pick. User TYPE A USER PROFILES

46. Profile Consumer Cycle P1: Awareness & Inquiry Background Requirements P2: Pre-Purchase Background Requirements P3: Post-Purchase Background Requirements Identification Description General Presentation After talking to a couple fellow runners and researching other options online, Jane has decided to go forward with her purchase. Convinced that XYZ Brand® products are probably the best in the market, she wants to find the right jacket, features and style combined. She remembers seeing various brands on the XYZ Brand® website and decides to return and hopefully be able to consider different models. She doesn’t think she will purchase online . She would like to try a couple jackets and test the fit. User TYPE A USER PROFILES

48. Profile Consumer Cycle P1: Awareness & Inquiry Background Requirements P2: Pre-Purchase Background Requirements P3: Post-Purchase Background Requirements Identification Description General Presentation Jane has finally purchased her jacket . She has been wearing it for a week already. She’s very happy with the result so far. She can’t believe how comfortable the jacket is: it’s flexible, keeps the cold wind out and allows her body to ventilate very well. When she purchased the jacket, the vendor mentioned that special care is needed for maintaining the fabric’s quality and performance. The jacket is due for a wash. As the fall season is coming to an end, she’s wondering how she will keep warmer . She does think she will be running outside in January but would like to stay on the trail until December at least. Jane knows she needs an additional layer. User TYPE A USER PROFILES

52. Profile Consumer Cycle P1: Reconnection Background Requirements P2: Pre-Purchase Background Requirements P3: Post-Purchase Background Requirements Identification Description General Presentation The fall season is approaching; Matthew already started dreaming of white mountains. He’s considering updating the gear he purchased a couple years ago . It’s in good condition but he would like something new and maybe try a different brand, a look that would fit with the skis and boots he acquired last year. Matthew has almost always purchased ABC Brand® products in the past 5 years. He thinks they’re just the best. He has owned gear from different brands like The North Face, Marmot and Arc’Teryx. He does not really have a preferred one. When reading a sports magazine recently, he has noticed an ad for another kind of product promising maximum dryness and comfort. He has never heard of it before. He wonders of course if this polyester based membrane has anything more to offer than the ABC Brand®. USER PROFILES User TYPE B

54. Profile Consumer Cycle Background Requirements P2: Pre-Purchase Background Requirements P3: Post-Purchase Background Requirements Identification Description General Presentation Matthew has received a newsletter from ABC Brand® announcing that most of the new crop of gear has been posted on their site. He’s excited about getting new clothing for the upcoming skiing season. His intention is to acquire a complete outfit , from pants to soft-shell and fleece. He knows what he needs but will be looking for new product ideas and cool features. He also wants to get his kids some new shoes and boots . The ones they have now are not the most appropriate for active children. Being a busy man, he’s thinking of buying online this time and exchange products if the fit is wrong. He knows his body type well enough and can double-check with the measurements. USER PROFILES User TYPE B P1: Reconnection

56. Profile Consumer Cycle Background Requirements P2: Pre-Purchase Background Requirements P3: Post-Purchase Background Requirements Identification Description General Presentation Matthew ordered almost all his gear online (two different e-retailers), expect for the gloves. He had to get them in a store near him as they were out of stock in all the sites he had visited. He’s thinking of returning one of the fleece shells he has purchased. It feels a bit tight. Matthew feels confident about going back to ABC Brand® after two years. When he tested the gear on the slopes, he even thought that the fit was better. New features like additional ventilation options make the experience even better. This time he went with the same brand, except for the gloves. The match was better in terms of style. Matthew will keep his old gear for other activities , especially for working around the house in the fall and winter. He noticed a rip in his jacket. He wonders if it can be repaired. USER PROFILES User TYPE B P1: Reconnection