O que é que realmente procuram e valorizam?

Este artigo "Athletic-Gear Makers Run Into a Problem: Their Workout Clothing Is Too Sporty" é muito bom como base para a reflexão sobre os diferentes tipos de clientes e o que é que eles realmente procuram e valorizam:

"At a time when workout gear is fashionable, companies that make and sell sportswear are facing a strange predicament: their gear is too sporty for some.
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Foot Locker Inc. also is adjusting the selection at its stores after noticing that upstart brands with higher style quotients such as Alala and Koral are performing well, and activewear endorsed by celebrities, including Rihanna, is driving sales.
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“We believe we have overemphasized the performance aspect of what our customers want in terms of athletically inspired apparel,” Chief Executive Dick Johnson said in late February. Shoppers are “very, very informed about style,” and want to look good “going out after class for a juice or coffee,” he noted.
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As a result, some mainstay sports brands and retailers are rethinking the balance between performance and fashion.
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Ms. Lee said she frequently buys new sports bras but avoids pure-sports brands like Under Armour because they lacked the fashion factor.
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“It sounds silly to say that they look so athletic, because I’m doing something athletic,” Ms. Lee said, “but it doesn’t look cool enough to me.”"

Quem são os clientes-alvo? O que procuram e valorizam, realmente?
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E os clientes não são um alvo estático, estão em movimento. É como se a componente racional esteja a perder força face à componente emotivo-experiencial.