Consumer profile: Juan is a guy between 18 to 25 years, he likes sports and his favorite one is soccer.

Juan likes to dress up comfortably, he

usually uses sweatshirts, joggers and nikes, he likes to practice sports; he usually goes to the gym 4-6 times per week. He eats very healthy
and complements his diet with protein shakes. He likes to go to the movies and shopping (sport clothes) because for him to feel comfortable is
more important than what people think. Juan’s favorite color is gray, black and white. He is a university student that works from tuesday to
sunday and counts with 1,500,000 COP for his expenses, in this there is include the amount of money he expend in clothes arround 400,000
COP because he dosent focus on price but on comfortability.

PRICE PRODUCT

Prices between 50,000 COP to 150,000
COP per cloth, this person is willing to pay
this amount of money of the product fulfill
their expectation in term of style and
comfortability.
Products for this kind of consumer have to
fulfill his expectations mainly in terms of
sporty style and comfortability (it’s more
important than durability), because he is
always practicing sports or training into the
gym, so, he needs to feels at ease and
transmit their passion about this life style by
using these products.

PEOPLE PROMOTION

Addressed to those people that are in the
fitness wave and want to wear a sporty
outfit.
Makes publicity through interactive media,
mainly in social networks, also, develop a
sense of belonging to the brand that Juan
prefers in order to looks sporty and feels
comfortable; certain brands can afford this
by promoting their products through the
image of known athletes.