In order to understand what makes a Tier 2 consumer make purchasing decisions involving their trainers, we hit the streets of Nottingham and asked ten Tier 2 consumers... 'In a shop, what makes you buy a pair of trainers?' And their answers are shown below:
From these answers, it can be seen that the Tier 2 consumer values individuality within their chosen products, with mentions of unique soles, vintage designs, limited editions and the Nike I-D trainer. The Eighties was again flagged up as a trainer trend along with the idea of retro designs, classic shapes and colours. This research video solidified trends that were flagged up by other Tier 2 consumers in our focus group, and should be used within our marketing campaign.
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