Mock Buyer Persona for Herschel Supply Co.
A project for EXSM 3919: Content Marketing for Digital Media, University of Alberta, November 2023
This buyer persona is based on research about the brand’s social media presence as well as their products via their website. Based on their existing marketing content, campaigns and products I have extracted information about who their target audience is. From there, Adventurous Alice was born and her story is outlined below.
Herschel Supply Co.
Audience Analysis
Herschel Supply Co. is a brand that specializes in backpacks, wallets and luggage. Their branding focuses largely on the idea that they produce quality, timeless, eco-friendly travel gear. They target travellers and students in their early to late twenties who value style, organization and practicality. Quotes from their YouTube channel include “Travellers, Not Tourists” and “Strong roots.” Instagram captions feature keywords such as “casual classics.” Herschel’s buyer persona is one motivated by the desire for comfortable, reliable accessories free from moral compromise.
Abstract
ADVENTUROUS ALICE
General Demographic Information
25 years old
Banff, Alberta, Canada
Woman | She/They
Banff, Alberta
Bachelor of Arts
Freelance Photographer/Travel Blogger
$50,000K/year
Personal Story
Alice grew up in Calgary with an older brother and a golden retriever named Molly. Her parents are still together, and her brother works in finance and lives in downtown Calgary.
She moved to Banff when she turned 23, and now lives with one roommate in a townhouse. Her roommate’s name is Margaret and is her best friend. The two of them love to go on hikes together, camping, rock climbing and of course skiing. They do yoga, cross country and biking as well.
Through these hobbies, Alice gets inspiration for her photography and adventure blog. Alice is reliable, introverted, curious and compassionate. She cares about the environment but also about her style.
Motivations and Goals
Alice loves to explore and to create, but she is still only on a freelancer’s budget. She is always on the go, and needs gear that will keep up with her adventures.
She is conscious about the environment and her style. She is all about those staple items and NOT trendy fast fashion. She doesn’t mind spending a bit extra for something that is known for quality and timeless style.
Challenges and Frustrations
A bag that is eco-conscious and high quality is hard to find on her budget. She needs space to store her camera(s), water bottle, wallet, keys, moisturizer, hand sanitizer, you name it. Pockets are hard to find in women’s products, especially when they are stylish or trendy which she does care about.
The pandemic threw a wrench in her travel plans, and now she feels she is behind in the travel influencer game.
Digital Identity
Alice is very active on Instagram, Pinterest and Facebook, as well as her travel blog aliceinwanderlust.com where she posts her photos and adventures.
She follows lots of eco-conscious travellers, sustainable brands, local entrepreneurs, ski hills, and big trusted outer wear brands such as Patagonia and Arc’teryx.
Being a photographer herself, she especially pays attention to high quality images/videos of nature.