Urban Tribes

My target audience for this project are successful businessmen of generation X aged between 35 and 40 years old. He makes a very good living of between $200,000 and $300,000 a year, and is not afraid to spend it on the best brands of clothes, cars, accessories, furniture and technology. He drinks coffee to keep him going and his phone never leaves his side. He works and lives in the city, but likes to drive to work when he can to show off his expensive taste in fast cars and to take advantage of the private parking spot he rents out for a pretty penny.

He only really has one passion in life and that is cycling. Every morning before work he goes for a ride. He finds this as an escape from his busy life. Of course he has the best bike and gear money can buy. It is really the only recreation he does apart from the odd golf game with clients. He wines and dines his clients at the best restaurants and bars around Sydney. He doesn’t find much time for reading, apart from the financial review that is on his desk every morning. His weekends are filled with more work and cycling, taking the occasional business trip which he likes to mix with events such as formula one racing or v8 supercars.

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