Segment 1 Nickname: PRESTIGE SEEKER Segment 3 Description: Key drivers & needs: They pay more attention to the social aspect of luxury (Mehrabi and Zahedi, 2016). Attitudes towards life: These people believe that recognition is very important and that it matters what others say about them. Hence, choosing a brand/ product that creates such honor is a factor (Page, 2021). Expected brand personality: An ideal brand should be globally recognized and leads the industry in terms of promotional activities to increase consumer awareness and a brand that quickly adopts to social trends. Purchasing behavior: They only compare products/ brands that are similar in terms of recognition, market share, prices. These consumers are most likely going to purchase online than going to the retail shop

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Segment 2 Nickname: COMFORT SEEKERS Segment 1 Description: Key drivers & needs: Their product experience should give an overall feeling of comfort, peace and reassurance. They see luxury as meaningful way of life (Carufel, 2018). Attitudes towards life: These people want to have a good and active quality of life and so they seek for products that could last for a long time (durability) by prioritizing the quality of the product and the materials being used (Delloitte, 2017) Expected brand personality: An ideal brand should be honest, transparent, authentic and true to its mission. Socio-demo and hobbies: This are mostly from 65+ and some at 18-34 y.o. As far as incomes go, they also have the highest percentage of consumers with an annual HHI of $150,000 a year or higher (Carufel, 2018). Purchasing behavior: They mostly gather information on product reviews from consumers, testimonials and real life experiments using the product. (Carufel, 2018)

I have provided 2 segments information. we have to make video focusing on ONE of the two segments. Please provide the detail information or content which includes the ( RESPONSIVENESS, REACHABILITY, IDENTIFIABLE, SUBSTANTIAL AND PROFITABLE ) of the consumers . This is marketing assignment and the brand which we chose is CANADA GOOSE and please the information should be based on CANADA GOOSE ONLY.