Daniel Wellington is a Swedish watch company, founded in 2011 by Filip Tysander. Headquarted in north of Stockholm in Sweden, the company has different networks in over 25 countries. The manufacture has known success through a special digital strategy and an important presence on social networks like Instagram which have over three million followers.
Daniel Wellington’s audience are men and women aged 20-35, that is, middle-class / upper-middle-class young people. They can live all over the world, because shops can be found in many countries. They are likely to live in cities or large towns, which means, they are urban people.
The education they have is higher education, for example, university degrees.
Secondly, about psychographic variables: They are fashionable and spend money in clothes and complements as a jewelry or watches, they always are looking for the best look. They are restless people for the world of art and photography, who give importance to small details always looking for perfection. The style which they dress is classy and sporty, useful every day to work, study and go out.
On the other hand, referring to the online environment, they spend a good amount of time in social networks like Instagram or Pinterest looking for inspiration and following brands like Daniel Wellington. Normally, they use the mobile phone to get internet connection, search and communicate with others. Daniel Wellington’s consumers like to travel and share nice photos on their social networks, they are restless people. In addition, they tend to be followers of Instagramers and campaigns like the one that made the brand impacts them.
As you can see in the previous photo, Daniel Wellington’s consumers like to travel and we know it because the brand shares their photos on the website and social networks.