Shopping in Britain

In marketing, consumers tend to be segmented by various categories. One of which, especially in the consumer goods market, is categorising by "lifestyles". However, these categorisations are not universally applicable.

The British lifestyle classification is rather interesting, and funny. So if you know anything about the UK, here it is, giving examples for clothing shopping:

1. Avant-Gardians: interested in change (eg. H&M. Its Swedish)
2. Pontificators: traditionalists, typically British (eg. Debenhams, where the only colour other than black is red)
3. Chameleons: follow the crowd (eg. those who buy from Primark & Topshop)
4. Sleepwalkers: contended underachievers (eg. those who hang around pubs all day with pints in their hands. Probably Oxfam will do)

This may be the only joy of studying, knowing such things.

Uncle T