customer profile
NOVA MEN
©®
ONE.1
NOVA MAN
Demographic.
AGE
GENDER
LOCATION
DIVERSITY
18-25
Primarily Male. Though does have cross gender appeal.
North America, Middle America, UK, Canada, Australia.
Primarily appealing to shoppers in the Latino, Hispanic, Black & African American communities.Secondarily White, Asian and other mixed race ethnicities make up the remaining proportion of their customer base.
INCOME
OCCUPATION
Typically low to moderate income, with many in the middle-income range as well, which aligns with Fashion Nova’s focus on affordability and trendy, fast-fashion products.
Students, young professionals, or entry-level workers, with a significant proportion in creative fields (e.g. music, entertainment, fashion, design).
CUSTOMER PROFILE
NOVA MAN
CUSTOMER PROFILE
two.2
Mindset.
STYLE
VALUES
INTERESTS
Bold, trend-forward, with a heavy emphasis on streetwear and urban fashion.
Interested in looking stylish and up-to-date without spending excessively.
Expressive, fashion-conscious, and confident. Often values self-presentation and trends, wanting clothing that feels stylish and edgy but is also accessible.
Influenced by hip-hop culture, streetwear, social media trends, and pop culture.
Likely follows influencers, musicians, and athletes on social platforms who showcase similar styles. Shares an interest in self care e.g. Gym + Fitness, with close attention to regular grooming maintenance.
THREE.3
NOVA MAN
Shopping Habits.
SOCIAL PUSH
SEEKS VALUE
FREQUENCY
IMPULSIVE
Looks for trendy, affordable options, often making purchases around big events, special occasions, or when new styles are dropped.
Shops often to keep up with new trends, especially when new collections or styles are released on the website.
Likely to make impulse purchases based on social media ads or limited-time sales.
Highly influenced by Instagram, TikTok, and other visual platforms where he follows influencers, musicians, and other trendsetters.
CUSTOMER PROFILE
four.4
NOVA MAN
COLOUR PALETTE
Black, white, grey, and neutrals, accented by occasional bold colours.
CUSTOMER PROFILE
Preferences.
KEY STYLE
Streetwear
Athleisure
Statement Pieces
FIT
Prefers clothing with a modern silhouette and details, but also gravitates toward relaxed fits in streetwear.
LIVE PRODUCTS
BLACK
BROWN
GREY
WHITE
OTHER
Hoodies, joggers, oversized tees, and distressed denim.
Tracksuits, joggers, and other athletic-inspired pieces that can be worn casually.
Bold prints, graphic tees, ripped jeans, and outfits that stand out.
1,368 items
646 items
322 items
244 items
1446 items
4026 TOTAL
33%
16%
8%
6%
37%
LIVE GRAPHICS
BLACK
WHITE
BROWN
GREY
OTHER
304 items
138 items
98 items
53 items
142 items
735 TOTAL
41%
19%
13%
7%
20%
Motivations.
CONVENIENCE
five.5
NOVA MAN
customer PROFILE
TREND CONSCIOUS
SOCIAL INFLUENCE
Motivated by the need to keep up with trends and align his style with current pop culture and social media trends.
Often buys based on recommendations or posts from influencers and friends; may also be influenced by hip-hop artists and sports figures.
Values the ease of online shopping and quick delivery, especially when he can find the latest looks with minimal searching.
Marketing+Engagement
SIX.6
NOVA MAN
customer PROFILE