Research Brief

Fashion eyewear has evolved from being a mere necessity to a significant style statement in India. With a growing emphasis on personal style and fashion, understanding the psychographics, interests, value systems, role models, buying journey, and preferred channels of fashion eyewear consumers is essential for effective market positioning and strategy development.

1. Psychographics: Identify the personality traits, lifestyle choices, and attitudes of fashion eyewear consumers.

2. Interests: Explore the hobbies, activities, and areas of interest that resonate with these consumers.

3. Value Systems: Understand the core values and beliefs that influence their purchasing decisions.

4. Role Models: Determine the influencers, celebrities, and public figures who inspire and impact their fashion choices.

5.Buying Journey: Map out the typical buying journey, from awareness to purchase, including key touchpoints and decision-making factors.

6. Channels: Identify the preferred channels for discovering, researching, and purchasing fashion eyewear.

Target Group

• Demographics: Consumers aged 18-40 years.
• Geography: Urban and metropolitan areas in India.
•Psychographics: Fashion-forward individuals, trendsetters, and those who prioritize style and aesthetics in their eyewear choices.