This is my middle aged consumer, which is my secondary consumer, most likely to be a new or existing customer to the Rolex brand. He is middle age working class male, working 5 days a week with some extra work on the weekends depending on his schedule. He is full-time accountant and part-time football coach.
He is a family oriented guy considering he works a lot he always find time for his son and wife.
On a normal day Ellis will work 9am until 5pm and after work he goes home to his wife and son for some relaxing time but on must occasion he may bring work home and carry on with some financial work. On the weekends he coaches young kids to play football at his local school and he also plays football most Sundays. On some Saturdays he might fit in a late night shopping trip with the wife otherwise he does most of his shopping online on his ipad in bed. He shops at places like H&M and Topman, he likes to make a trip to Bista Village which is a shopping centre with mainly high end designer shops.
Ellis always make sure he fits in a couple holidays with his family during the year, he has been to quiet a few places. Ellis uses a lot of social media in his free time to keep up to date with fashion, celebrity gossip and football.
Ellis is a person with a lot of knowledge and experience, he has learned from a lot of life experiences which has made him the person he is now. He plans on one day getting a high position in his job maybe a Financial Director of the company he works with.
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