Inspirational Consumer: June 2006

Marcela Murarova, Slovakia

I think a Lovemark needs to possess deep content to which I can relate and its symbolism must speak to me in a unique way. It should make me feel good when I think about it. Most of all, my Lovemarks need to be like me, as I know myself or as I want to be; outlining my aspirations for aesthetics, intellectuality and spirituality.

My shopping habits are perhaps forever distorted by two facts: what I study and where I live. I am a student of marketing, consumer behaviour and strategy. This has changed my view of products and advertising. I am also a Community of European Management Schools) student from Eastern Europe. This has made my shopping mostly limited to observing rather than purchasing! Currently my favourite place is the high-end department store, Magasine, in downtown Copenhagen.

I think I am a difficult customer due to my shopping habits. If a brand has functional benefits, I want to be made aware of them and won’t be fooled by attractive advertising. However, if a brand is selling a feeling or aspiration, I want to be seduced completely. It is it really hard for me to find a Lovemark. I usually feel that I am not being addressed and not being told the truth.

Three Lovemarks I like to experience are Acqua di Parma (because I like Parma so much); Swarowski (they sell neither heavy jewelry nor cheap bijouterie) and I would like to visit Alaska (the place of Jack London’s stories, which made me dream about freedom and the wilderness when I was younger).