We’re going to look at the typical customers we would expect to see shopping at Ariat International. First, you’ll see a customer profile describing different features and characteristics of a common Ariat shopper.
Customer Profile:
Demographic Information
- Age: Between 20-45
- Gender: Both male and female, with a strong female customer base
- Location: Mostly rural and suburban areas, especially in Western and Southern regions of the United States
- Education: No specific education level required; many customers have some college or trade education
Psychographic Information
- Interests & Hobbies: Rodeo, horseback riding, ranch work, livestock showing, outdoor activities, Western fashion
Behavioral Information
- Online Behavior: Ariat shoppers commonly use social media, online reviews, brand websites, and influencer content when researching products. Many rely on recommendations from friends, family, and Western lifestyle influencers before purchasing.
Objections & Concerns
- Potential Barriers: The higher price of Ariat boots and apparel may cause some customers to hesitate before purchasing.
Quotes & Real-Life Examples
- Customer Quote: “I need boots that will hold up all day at work but still look good when I go out.”
Customer Persona:
- Name: Emily
- Age: 24
- Occupation: College student and part-time ranch hand who spends her free time riding horses and attending rodeos.
- Goals: Finding durable, comfortable boots and apparel that fit both her work and everyday lifestyle.
- Challenges: Balancing a tight budget while investing in high-quality products that will last.
- Personality: Emily is hardworking, independent, and driven. She enjoys being active outdoors and values authenticity and functionality. She prefers brands that reflect her Western lifestyle while still offering modern style.
Sources:
https://www.ariat.com/about-us