# data[].attributes.headline
occasion in mind - excuse to buy something

# data[].attributes.subject
occasion in mind - excuse to buy something

# data[].attributes.body
something for the weekend - something for dinner
not wearing the same thing over and over

# data[].attributes.headline
shopping is social event - wants to do it frequently so not blowing the budget at once

# data[].attributes.subject
shopping is social event - wants to do it frequently so not blowing the budget at once

# data[].attributes.body
earns her own money and wants to buy what she wants to buy

wants a treat - wants to be inspired

# data[].attributes.body
quality
can't look cheap
looks more expensive that it was
wants to think its a new brand
wants to be able to buy frequently - so not spend a fortune. enjoys the shopping experience again and again

# data[].attributes.body
following trends - so would do floral if trend

Dress same all day - change accessories - shoes/necklaces for day to evening.

more conservative
wants to stand out in a safe way

Doesn't leave the house without doing hair/make-up

feminine - look good. Not 90s trend

knows what suits her - good jeans, coat. Takes risks on tops, accessories

# data[].attributes.headline
Income - disposable income - priority on clothes

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Income - disposable income - priority on clothes

# data[].attributes.body
Healthy budget, but a budget! Looking good is a priority.

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Given the choice will choose option which is better for environment, but not first consideration when shopping

# data[].attributes.headline
discerning of quality - materials - last longer

# data[].attributes.subject
discerning of quality - materials - last longer

# data[].attributes.body
price - quality ratio very important. Wants long lasting at great value

# data[].attributes.headline
like shopping experience - to see the whole outfit in one place.

# data[].attributes.subject
like shopping experience - to see the whole outfit in one place.

# data[].attributes.body
Needs whole picture/inspiration

# data[].attributes.headline
social media - not a big poster, but a consumer

# data[].attributes.subject
social media - not a big poster, but a consumer

# data[].attributes.body
Follower - level of confidence? Works hard to build confidence in her look.

# data[].attributes.headline
staying on trend - puts effort into it. 

# data[].attributes.subject
staying on trend - puts effort into it. 

# data[].attributes.body
If she sees it once or twice, interested, then if see it 3+ times - need to buy it!

# data[].attributes.body
inspired by friends

# data[].attributes.headline
segmenting shopping to different retailers - basics from Sainsbury's, dresses from John Lewis...

# data[].attributes.subject
segmenting shopping to different retailers - basics from Sainsbury's, dresses from John Lewis...

# data[].attributes.headline
classic and classy. show she is interested in fashion/design

# data[].attributes.subject
classic and classy. show she is interested in fashion/design

# data[].attributes.headline
Want to feel fashionable - well informed, but fashions they actually wear are casual/everyday

# data[].attributes.subject
Want to feel fashionable - well informed, but fashions they actually wear are casual/everyday