Ginny (Analysis)

Profile  Observations  Diary

As a frequent traveller due to her occupation, Ginny has met many different people, encountered numerous different cultures, and has forged many experiences to call her own. I was fortunate enough to be able to obtain her 7-day diary account of her travel trip to Germany, as well as the observation of her typical weekend when she is back in Singapore. This allowed me to have a glimpse into how Ginny is like when she is travelling and when she is not.

Looking at her diary of her week in Germany, we can see that Ginny’s choices are heavily hinged on what is practical and convenient, for instance in her choice of outfits, her meal options, and many other little daily decisions. However, when meeting other colleagues, she will take the effort to dress up and catch up over a good meal. This is especially so if she knows that her fellow colleagues will take the effort to present themselves well. Ginny is also highly independent, and this is probably because she is a seasoned traveller – she knows how her body will react to different time zones and climates, and adjusts her schedules accordingly. She is also comfortable with travelling around on her own.

Back in Singapore, we can see a slightly different side of Ginny in the sense that we were able to observe her in her native home. In Singapore, Ginny enjoys the finer side of life, preferring to spend her time at museums or dining with her family and friends. Her comparison of the high-tea choices in Au Chocolat and TWG Tea Company is telling of her attention to detail and aesthetics. Her conversation with her boyfriend about travel wallets reveals a person who uses quality products, and that she usually equates this attribute with luxury brands. This means that she would not mind paying a premium for a product that she will use frequently and is of value to her. Dressed head to toe in well-known brands (Kate Spade, Thomas Sabo and Henri Bendel) and high-street labels (Zara and Dip Drops), Ginny is displaying her preference for established quality brands again. However, she is also influenced by the stories that brands create around their products, e.g. Cartier or Thomas Sabo and their different categories of jewelry “Glam & Soul”/ “Rebel At Heart”, and associates herself with the personas that she identifies with to make her purchase decisions.

Whilst at the art fair, we saw that Ginny was captivated by many of the abstract art pieces that were designed to grab attention and pull an emotional response from within the audience. The representation of different things via different colors and textures allows artists to let their creativity go free without having to worry about straight lines or perfect shapes. Likewise, the interpretations of the artworks by audiences that can appreciate such art are limited only by their own creativity. Looking at the amount of thought that Ginny put into analyzing the art pieces that caught her attention, we can say that Ginny is not only a creative person, but also one who is more aware – someone who has gone beyond the basic levels of physiological and social needs (Maslow’s Hierarchy of Needs), and is moving on to fulfill her social and esteem needs.

Relationship – Compartmentalized Friendship

Based on the analysis, the “Compartmentalized Friendship” relationship is the one that Ginny will most likely have with Louis Vuitton. She will be likely to appreciate the effort and creativity that goes into Louis Vuitton products, as well as the lasting quality as promised by the brand. However, her willingness to purchase a substitute that assures similar levels of quality will affect her loyalty to the Louis Vuitton brand. Similarly, her preference for practicality and convenience during her overseas work trips will greatly influence Ginny’s purchase decisions as well.