Personas To Plan By
The Guilted Lilies
The Guilted Lilies are trust fund kiddies who can well-afford luxury items but are not content with a life of leisure. For them, luxury requires a depth of experience beyond a brand logo. They want stories of involvement behind their brands. These are the consumers buying into Stella McCartney’s no-leather policy. They’ll also mix in lower brands with a mission like American Apparel. And they might get involved themselves. Consider Georgina Bloomberg, daughter of New York City Mayor Michael Bloomberg, and her launch of The Rider's Closet, a program to help collect riders' used show clothes and equipment to donate to intercollegiate riding programs.
Who’s targeting them already?
For those Guilted Lilies with eco-leanings, in 2002, the billionaire commodities trader Paul Tudor Jones embarked upon one of the most ambitious conservation projects in Africa when he leased 340,000 acres of Tanzania’s western Serengeti—along with every wildebeest, zebra, and gazelle within its borders. Since then, two lavish lodges and a tented camp, under the design and management of South Africa’s pioneering Singita tourism group, have opened in the eco-reserve, offering 54 guests 21st-century service in a sumptuous bush-chic setting. Beginning late 2007, a mobile wilderness safari experience will also be offered on the grounds.
The Purists
The Guilted Lillies
The Passport Posse
Brand New Heavies
