Behavioral Patterns
Customer Segmentation
Ecommerce
Experience Strategy
In short — How I designed an ecommerce concept for exclusive sneakers tailored to a culturally savvy customer segment driven by status signaling and exclusivity. Marketing research at Zalando, Europe’s largest online fashion retailer, classified this segment as Street Snobs, alongside six others, within its 2017 customer segmentation model zTypes, based on aggregated purchase data from more than 23 million customers.
Customer Target — Street Snobs approach sneakers as cultural artifacts rather than functional footwear. Their above-average spending behavior is driven by symbolic value and a strong desire for differentiation through visible markers of exclusivity. They deliberately trade time, money, and effort for access to exclusive items and are willing to camp outside stores to secure the most coveted limited-edition sneakers.
User Persona — Streetsnob Steve translates these dynamics into everyday behavior by positioning himself as an early mover within fashion and pop culture. He prioritizes rare sneakers and statement pieces over other expenses, curating a look that blends premium brands with accessible items. For Steve, securing a coveted sneaker drop is less about consumption and more about reinforcing an identity defined by exclusivity and street credibility.