A Look Inside Appleseed’s World and Its Customers’ World

Specifically, Appleseed’s asks a lot of “hearts and minds” questions. This led to four key segments among its customer base:

* 38 percent like to stay a standout;

* 24 percent are content conservative;

* 21 percent are sporty shoppers; and

* 17 percent are confident classics.

From these four segments, Appleseed’s created two hypothetical composite customers. “Kate” is a 60-year-old baby boomer, who’s confident, classic and wants to be comfortable in her clothes. She wants to feel up-to-date and look attractive. She doesn’t feel like she’ll ever be old, but is realistic about it.