Demographic Analysis

Part
01
of three
Part
01

Kiehl's

Research indicates that the typical shopper at Kiehl's has an advanced college education and earns $60,000 to $80,000 annually. While Kiehl's is gender neutral, its shoppers are mostly female Asians aged 25 to 34, with their male counterparts accounting for just 40% of the population.

RESEARCH STRATEGY

We began our search by scouring Kiehl's official website, media releases and news articles for information on the demographics of the company's consumers. While the customer profile could not be found through this means, we were able to run an analysis on the company's web traffic using SimilarWeb. This analysis revealed that apart from the United States, which generates the highest traffic (73.54%) on the company's site, no other North American country is among the significant contributors to the site's traffic. Instead, Vietnam generates the second highest traffic (2.87%), followed by the United Kingdom (2.59%), China (1.32%), and Germany (1.30%).

We then went further to search through demographic platforms such as Quantcast, Census Bureau, and Numerator Insights. Here, our research team was able to extract several data points from a real-time snapshot published by Numerator Insights. Also, business news organizations such as Quartzy were consulted for additional findings such as gender distribution.

AGE, GENDER, AND RACE

According to Numerator Insights, customers aged 25-34 years have an index of 161 and are the most populous group of shoppers at Kiehl's. Those aged 35-44 (index-124) are the second largest group. Consumers who are between 55 and 64 years, as well as those who are over 65 years, both have an index of 47 and are the smallest group of shoppers. Quartzy reports that 40% of Kiehl's customers are men; this means that their female counterparts make up the larger share of its clientele.

In terms of racial distribution, Asians lead with a large margin (index — 584), while Hispanics come second with an index of 89. African Americans are the third largest shoppers with an index of 67, while Caucasians are the least patronizers of Kiehl's (Index — 56).

INCOME, EDUCATION AND MARITAL STATUS

People who earn an annual income of $60,000 to $80,000 have the highest index (142) and are the most dominant shoppers at Kiehl's. Those who earn over $125,000 are the second most populous group with an index of 130. The third largest group earn between $100,000 and $125,000, with an index of 124. The least populous group of shoppers are those who earn under $20,000 (index — 55).

Most shoppers (index — 164) at Kiehl's have an advanced degree, followed by those with a college degree (index — 97). With an index of 151, the population of Kiehl's shoppers who do not have kids is more than twice that of shoppers who have kids (index — 56). According to a report published by the National Center for Family & Marriage Research, the median age at which Asian women first get married in the United States is 28.9 years. Hispanic women, on the other hand, get married at a median age of 27.5 years. This implies that most Asian and Hispanic women aged 25-34 who shop at Kiehl's would be married without children.
Part
02
of three
Part
02

Fresh

After reviewing credible sources, we have determined that the typical Fresh consumer is Asian and between the ages of 27 and 30. They are also most likely to be married with children and generating an income under $20,000 annually. Also, the typical Fresh consumer does not have a college education. Below we have presented an outline of our research strategy, any assumptions we have made, and the findings from our research.

METHODOLOGY

To determine the demographics of the typical Fresh consumer, we initially examined the company's official website for data concerning its customers. However, relevant information was not available through this source, so we turned our attention to alternate sources, including press releases and business news such as Investopedia and Business Insider. We discovered that Fresh is mostly owned by Louis Vuitton, which draws approximately 13% of its yearly revenue from cosmetics and perfume. Next, we consulted market reports and databases like Emarketer, Nielsen, the U.S. Census, and LVMH's annual reports. We scrutinized LVMH because it is the majority owner of Fresh, and we expected it would present some details on the demographics of its consumers. This research method did not produce valuable data as an article from Emarketer was behind a paywall, while LVMH did not provide demographic information through its annual reports or website.

We then searched for web analysis or insights to obtain any useful data on the demographics of Fresh customers. Some sources we investigated to find relevant information included Numerator, WebArchive, and SimilarWeb. Though we found some valuable information on consumers from Numerator, it was not specific to North America. Due to the lack of available data, we decided to include the insights provided. Also, we were not able to locate distinct information on the marital status and age of Fresh customers. Therefore, we made some assumptions using the median age at first marriage for Asians and Hispanics in the United States, which comprise the majority of Fresh's customers, provided by the National Center for Family & Marriage Research (NCFMR) and Bowling Green State University (BGSU).

FRESH DEMOGRAPHICS

AGE

According to Numerator, consumers aged 24 and under have the highest index (283), and they are deemed most likely to shop at Fresh. Following this age cohort is 25-34 year-olds (176) and 35-44 year-olds (114).

RACE

Most consumers purchasing items from Fresh are Asians with an index of 938. This group is followed by Hispanics who have an index of 59. The index for African Americans and Caucasians is 23 and 24, respectively.

MARITAL STATUS

As reported by the NCFMR and BGSU, in the United States, the median age of Asians during their first marriage is 28.9 for females and 30.4 for males. The median age for Hispanics is 27.5 for females and 29.8 for males. Therefore, we assume purchasers at Fresh are more likely to be married and between the ages of 25 and 34.

GENDER

Using information from NCFMR and BGSU, we assume that the median age for males at their first marriage is between 29-30 years of age. For females, the median age ranges from 27-30.

INCOME

The majority of consumers shopping at Fresh generate an annual income under $20,000 with an index of 253. Other income groups produce earnings ranging from $40,000 to $60,000 (111).

EDUCATION

Most consumers do not have a college education with an index of 140, according to Numerator. Meanwhile, individuals with a college education (90) and advanced degrees (95) are nearly identical.

FAMILY

Individuals shopping at Fresh that have children have a slightly higher index (103) than those without children (97).

ADDITIONAL INFORMATION

The majority of customers that utilize Fresh's official website, according to SimilarWeb, are from the following areas:


Part
03
of three
Part
03

Drunk Elephant

Drunk Elephant's customers are mostly married women aged 20 to 50 years with household incomes of $70,000 to $90,000 and post-secondary education.

FINDINGS

  • Gender: Female
  • Age: 20 to 50 years old
  • Income: $70,000 to $90,000 household income (middle class). The demographic includes full-time professionals, part-time professionals, and homemakers.
  • Marital status: mostly customers are either married or are in steady relationships. A high percentage of customers are also mothers.
  • Education: have a bachelor's degree or higher.
  • Location: Most Drunk Elephant's consumers are located in urban and suburban areas.
  • Ethnicity: Drunk Elephant does not target any particular ethnicity.

RESEARCH STRATEGY

In order to fulfill this request, we gathered the demographic data from Madeleine Green, an agency that designed a pop-up store for Drunk Elephant. Given that the brand (Drunk Elephant) would have provided the consumer demographic data to the agency that designed the store (Madeleine Green), it can be considered accurate.
Sources
Sources