I researched fans of Japanese pop culture contents (comics, anime, movies, and games) and people who are into fashion to help me understand the interests they have that influence their purchase decisions online.
Male, Age: 40’s
Eric is into cult films, music, comic books, and tons of nerdy stuff (he’s been a geek long before it went mainstream). He also has a big place in his heart for Japanese pop culture such as anime, manga, games, and monster movies. He pretty much only wears unique and funny T-shirts that he buys online.
Female, Age: Teen-20's
Valerie likes cute, stylish clothing with a punk-goth edge. She also goes to comic conventions in cosplay dressed as her favorite characters. She listens to music, watches Japanese animation constantly, and also draws her own artwork that is heavily influenced by Japanese manga. A digital native, she is very SNS savvy and is always updating her Instagram and other apps on the go.
Male, Age: 20’s
Mainstream type of geek who enjoys the latest superhero and science fiction / fantasy movies from Hollywood (usually on opening weekend), and binge watches new series on Netflix. He also identifies as a gamer and likes to show off his geek cred with branded shirts and lifestyle.
Female, Age: 30’s
Iris works as a manager. She loves to shop online and is always looking for unique (but cheap) kind of products that she can’t get at the local mall. She often socializes with her friends and maintains a Pinterest board of images of things she likes. Several times a year (When she’s saved up enough money), Iris takes a big trip to either Asia or Europe, and enjoys the best of food, fashion, and culture she finds there.