#psychographics

Gave, pen & ink, acrylic pen, digital, 3/2025

8.26.19

At this point, there's little doubt that Commander is a success as a Magic format. The first officially supported format not to be created in-house at Wizards, Commander is the fastest growing way to play the game and continues to attract players both new and established. As the format continues to grow in popularity and an ever-larger number of players start to try it out, though, there has begun to develop a division in playstyles and deckbuilding choices that has started to cleave the format into smaller subgroups. These subgroups are based on numerous factors -- experience with the format, knowledge of the card pool, a capacity to spend money towards the more expensive cards, and an understanding of how the format differs from traditional sixty-card Magic variants are all a part of it. These types of divisions are present in all aspects of the game but are magnified in Commander by the nature of the format being structurally different, and as a result the community has been informally split into subsections by the players within it. Most notable, and possibly most arbitrary, is the division of "casual" and "competitive" Commander, based primarily on game expectations through player attitude and deckbuilding investment. But this division isn't an ideal split, and the names used to identify the cutoff point are vague and open to sliding interpretation.

Hollister’s primary market segmentation focuses on Generation Z and young Millennials—those between the ages of 14 and 24. These consumers live online, are style-conscious, and want brands that reflect their identities. Using both demographic and psychographic segmentation, Hollister carefully tailors its message, products, and experience to match the wants and needs of this generation.

👥 Demographic Profile:

Hollister’s ideal customer fits into these core categories:

Age: 14–24 years old

Gender: All genders, though campaigns often lean slightly toward a female audience

Income: Low to moderate income, often dependent on parents or part-time work

Education: High school and college students

Location: Suburban and urban areas, especially in the U.S. and expanding global markets

🧠 Psychographic Profile:

Hollister’s success comes from tapping into the mindset of its audience. These psychographic characteristics are key:

They value self-expression through fashion

They seek emotional connections with brands that reflect their identity

They're influenced by peer groups and social media trends

They care about brand values, like sustainability and inclusion

They want to feel “seen” by the brands they wear

📚 References

Le Labo, a niche luxury fragrance brand, understands the importance of catering to its target audience's specific needs and desires. They use demographic and psychographic segmentation to target consumers.

Here are five descriptors:

1. Age: Le Labo primarily appeals to affluent consumers in the 25-50 age range, particularly young professionals and middle-aged individuals who appreciate luxury and artisanal products.

2. Income Level: Le Labo targets individuals with higher disposable incomes, often earning above-average salaries. These customers are willing to invest in premium, handcrafted perfumes.

3. Lifestyle: The brand appeals to those who value individuality and exclusivity. Le Labo’s customers tend to appreciate artisan craftsmanship, slow living, and niche luxury goods rather than mass-produced products.

4. Self-Concept: Le Labo’s target audience sees themselves as sophisticated, cultured individuals who enjoy personalized, high-end experiences. Many are trendsetters or people who want to stand out with unique scents.

5. Self-Values: Sustainability and ethical consumption are essential to Le Labo’s customers. They prefer eco-conscious, cruelty-free, high-quality ingredients, aligning with Le Labo’s commitment to sustainable packaging and responsible sourcing.

Cite:

Latterly.org. (n.d.). Le Labo Marketing Strategy 2025: A Case Study https://www.latterly.org/le-labo-marketing-strategy/

Danielle Pipping. (n.d.). Le Labo: City Exclusive Pop-up Event

https://daniellepippin.com/le-labo-pop-up