(taken from Monki.com)
"Monki stands for fashion made for people wanting to express who they are through what they wear at a super price. The Monki World is a magical place where anything can happen! A glittering world that spins and twists and dances in the universe to its own strange beat. A sweet popsicle in a world full of porridge.
It is the birthplace of everything we do.
Because to us, its all about that. Being quirky, happy, melancholy, serious, strange, playful, arty, smarty, whatever. Whatever you are."
Target Audience: Women aged between 16-27
Location: (due to the few store locations) London, Tokyo, Paris, Berlin - lively cities
Expectation that their typical consumer will express themselves through what they wear, and want quality clothes that they are willing to pay a little bit extra for, due to this it is expected that the Monki customer belongs to the ABC1 socio-economical status, often uses social media such as Instagram and Facebook; due to Monki's frequent online presence.
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