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New-Couple/Friends Vacation
-traveling to more adventurous locations
…
New-Couple/Friends Vacation
-traveling to more adventurous locations
-more likely to have nice dinners and events
-trying to pack a carry-on suitcase
Awareness
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The sections/trips to Bali catch her eye. She also notices the advertisement on the back of the magazine for a brand called Lilly Pulitzer.
She later goes on TripAdvisor to find a hotel that would work and in the process starts researching the resort's restaurant options and dress codes.
She remembers the Lilly Pulitzer ad she saw in the past and googles the name leading her to the home page. She is prompted to enter her email address for more information and chooses to do so.
Consideration
She receives an email a few weeks later with the subject line "Always packed and (sun) protected" featuring the UPF collection, she clicks to go through to the site.
the Sophie dress catches her eye since it looks easy and versatile plus it has the sun protection and the sun in Bali is strong
Selection
She doesn't want a plain navy dress but the print featured isn't her style. She clicks to see what other colors it comes in and lands on a tonal blue print.
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She sees under the sizes that it is free exchanges and shipping which would have made her second guess if she had to pay for shipping.
the necklace featured in the product image is shown when she scrolls down and she liked the way the necklace looked on the model.
Purchase
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during the checkout she clicks on a question mark by the shipping line to see what type of shipping she is getting. She sees her order should come in 3-6 business days.
Usage
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the print looks like it did on the website and she is happy with the fabric . she also likes that she can roll it up in her suitcase easily.
she spends the afternoon packing and trying to figure out what shoes to take to dress the dress up or down and that go with the rest of her outfits.
Loyalty
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Now that she's worn it to a nice meal she downgrades it to an everyday dress for the rest of trip wearing it to lunch one day and is happy she doesn't get burned.
Referral/Advocacy
She lends the dress to her sister who is goin g on a beach vacation the following month since it was so versatile .