Audience analysis for Tous

Tous sells jewellery since 1920. Company trades with final consumer. Brand has achieved the customer loyalty and it has been created a good external image on the clients mind. For this reason, there are lots of  clients.

tou logo.png

At first, the brand was leading to old traditional women and nowadays they change the strategy. They’ll lead to young women and they generally focus on this part of target.

Tous target are women between 25 and 45 years old with medium or high income level. They are traditional women who love fashion world. Probably they live in cities because Tous stores stay on the center of the town.



Analysies “Persona”

But, I choose a specific target group. She is Sara, a woman with 25 years old who lives in Barcelona. Her image is one of the most important things of herself. Her favourite magazine is glamour which she read every month edition because she love fashion clothes. She spent lot of money for buying clothes, usually on Inditext shops. Especially she buys on Zara, that it’s her favourite brand and she can buy casual and elegant clothes. Maybe for these reasons her favourite colour is pink.

Also, Sara has a boyfriend since 3 years ago. His name is Pablo and he is in love with his couple. Sara believes in true love. She’s wedding planner and  loves to make people happy. On the one hand, she has lots of friend and she likes to go out with them. One of her favourite programs is gran hermano and when Sara stays with her friends, they chat a long time for it.

On the other hand, Sara and her friends like to go out for dinner on creative restaurants. Sara’s favourite restaurant is “el jardinet d’aribau” because there is a big terrace with fantasy decoration and it inspires to Sara wedding’s.



by, Natalia Blanco.

Audience analysis for Maria Pascual

Maria Pascual is an online jewelry store from Barcelona. The general feature of all the jewels of the brand is the minimal design, because the little details are that makes you look and feel unique.

The brand essence is the mix&match concept. This is the idea of mixing up together all the jewels and your outfits. Some jewels are subtle, others are geometrical and some stand out from the rest, but all go well together. You can wear them with so many kinds of looks. Also, you can combine many jewels together or you can wear one on its own to add just that golden detail.

The owner of the brand says that all the girls that wear Maria Pascual Jewels end up being part of the creation process, because she takes so much into consideration the way they mix&match the jewels and their outfits. In fact, Maria Pascual Jewels suggests a lifestyle that we all kind of share, we all have some things quite in common, although every girl has her own unique style.


So, the target group of this company are girls between 15 and 30 years old, since the brand has a lot of presence and strength in Instagram and these are the most active in this social network. Also, most of these girls are from Barcelona, because the brand is from Barcelona too and it has quite a reputation here. Nevertheless, they can also be from other big cities of Spain, like Madrid.

In addition, the target is middle class, because the jewels are not cheap, but not super-expensive and you have to add the shipping charges as well. Moreover, these girls are students or workers, since they have an enterprising spirit and initiative. Therefore, they are girls with higher education.

And of course, they are very sociable and fun girls who love to enjoy and share unique moments with their friends.

The target share a lot of hobbies or likes:

Firstly, the fashion and go shopping with their friends. All these girls are interested in fashion and for this reason, they follow a lot of fashion bloggers or influencers by Instagram. And it’s important to note that the brand uses many influencers to promote their jewels. Also, their favorite clothing store is Zara and they love to read and see all the latest trends in Vogue.

Secondly, they are addicted to social networks like Instagram, Facebook, Snapchat or Twitter. They love sharing pictures about their lifestyle. In addition, they also use the application 21 Buttons to catch references looks and trendy clothes.

Thirdly, they like playing sports and looking after their diet. They are girls who like to look good. However, they also like to go to good restaurants. Moreover, they like to party with their friends to the most famous clubs in the city center like Pacha.

And last, they are travel lovers. They love to enjoy and learn about new cultures and to share their memories with their followers on social networks.

And one of their clients is Paola:

Paola is a 20 year old Law student from Barcelona. Her main interests are travelling, fashion and social networks. She is also very passionate about enjoying a healthy lifestyle, so sports and outdoor activities play a big part in her life. One of the things she enjoys doing the most is shopping with her friends, and she always relies on clothing brands like Zara and Asos.  



Clàudia Llopis

Audience analysis for PDPAOLA

How PDEPAOLA describes itself 

Today, any woman who loves fashion creates her own style and identity. She cares about wearing pieces that show who she is and that are a reflection of her personality.
P D PAOLA is about making this possible in the jewelry field, designing pieces that are part of a well explained story in a setting of elegance and modernity. They believe in jewelry as a form of expression, a field in which endless materials and element combinations help shape an attitude.

PdPaola established in 2014 in the heart of Barcelona, their team started pursuing a dream. We haven’t looked back since. Now, it has two shops one in Diagonal Mar, and the other in la Maquinista.


PDEPAOLA's target

The target group we aim for are girls between 16 and 30 years old with a average purchasing power. They live in Barcelona and tend to study studies from the social sciences area instead of science studies.

They share the hobby of travelling, and follow the following slogan; “travelling is the only thing you buy that will enrich you”. This is why they spend great part of their summer holidays travelling, the most popular destinations are beach destinations, they usually travel with their friends or family, and less in couples.

Santorini island

An other of their hobbies are TV-series, most of them don’t watch them through conventional means, but instead they watch foreign series online. Between the favourites are: Gossip Girl, Little Liars and Castle.

They don’t really like reading, but they do share preferences in this, most of the books they choose are about stories they feel identified with or romantic novels. But they are fans of gossip and fashion magazines.

They like fashion, and to go shopping, generally with friends as they share the same tastes. They find out about new trends through bloggers or influencers, who they follow through Instagram and afterwards they look the clothes, they liked, up with references on 21 buttons.

Gigi Vives & Aida Doménech

The music they usually listen to is commercial, in others words, the songs that sound at the clubs they visit. Normally they go out to clubs in uptown Barcelona, where most of the songs that are played are Reggaeton, R&B and Dance.

Besides going out, another of their hobbies is the interest of decorating, more specific that of their own room, in which they try to reflect their personality. They tend to use warm and soft tones to decorate, and they tend to go to shops like Casa Viva, Muy Mucho and Ikea to decorate.

Where they tend to drink or eat something with their friends are mainly fancy restaurants, where their favourite bloggers go. The places they generally visit serve hamburgers, smoothies or more elaborated food; a good example of this is the Nacional, a restaurant where they serve a great variety of food. They tend to eat more with their eyes, or better said from pictures, than with their own criteria, but they still like to enjoy what they are eating.


To finish, it should be said that, even though they like eating and enjoying it, they have a great interest for the healthy life. This is why, with the exception of the days they go out to eat, at home they take care of themselves and practice sports, the most common one between them is jogging.


If you want more information, you can go to PDPAOLA’s web:

One of their clients is Paula :