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Meet Cary Clarke

Cary*, a 32 year old, is a frequent shopper at Ash & Aspen. She met her husband Sam in college, and they have been married for 10 years. Sam is a Sergeant First Class and is working his way up the ranks very quickly. She has two sons that are 5 and 2. They recently moved to Fort Bragg. She wants to maintain respect in the community but also has a love for fashion and tries to stay up to date on the latest trends. Boys dominate her home, so she loves to go out and shop when she has free time after running errands. Her sense of style is one of the few things that is entirely her own. She is very price-conscious with the purchases she makes but occasionally treats herself to nicer classic staples.
*Note: Cary is a fictional customer based on the following demographics and psychographics listed below for Ash & Aspen's target market in Fayetteville, NC.
BACKGROUND INFO
Demographics of
Fayetteville
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Population: 203, 670
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Median Age: 30.7
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Race: 45.84% white, 41.98% black
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46% have families with kinds under 18
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100 : 93.6 female-to-male ratio
(AreaVibes, 2019.)
Family Life
Cycle
Occupation
& Income
Education
Level
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Military families typically live at Fort Bragg for a short time (less than 2 years)
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Young families consisting of a husband, wife, children
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Fayetteville median household income: $43,439
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Fort Bragg median household income: $41,273
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Military careers popular
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Stay-at-home moms
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Almost all Fayetteville residents are high school graduates
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About 25% received college degrees
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Many married young, forgoing higher education
(Data USA, 2019.)
(Data USA, 2019.)
(Data USA, 2019.)
PSYCHOGRAPHICS
Our target customer will most likely fall in the sections of the VALS framework between believers and strivers. They are primarily believers because they value communities and are loyal, two obvious characteristics of military wives living at a base. Their secondary motivation categorizes them as strivers because they are contemporary, style-conscious, and value inspiration (Strategic Business Insights, 2019).
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