Lifestyle Marketing in a retail clothing business

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Understanding consumer preferences is crucial for sellers to connect with their audience. This essay emphasizes the importance of studying consumer behavior through lifestyle approaches, particularly the VALS system, which links personality traits to purchasing habits. By utilizing VALS, marketers can effectively segment their markets and tailor strategies to meet the specific needs of consumers. The author applies this framework to define a retail business selling fashionable second-hand clothes for fashion-conscious young adults in Rwanda, targeting the experiencers segment.