Top Marketing Strategies for Knit Picks

Knit Picks User Persona

Name:

Sarah

Age :

32

Gender :

Female

Occupation :

Graphic Designer

Industry :

Design

Education :

Bachelor's Degree, Fine Arts

Preferred platforms

GOALS

• Find inspiration for new knitting projects and patterns that fit her personal style and skill level
• Discover high-quality, unique yarns in colors and textures that complement her design aesthetic
• Improve her knitting skills and learn advanced techniques through online tutorials and workshops

Frustrations

• Feeling overwhelmed by the sheer volume of yarn options and struggling to choose the right one for her projects
• Encountering patterns that are unclear, poorly written, or don't match her skill level
• Juggling her passion for knitting with her busy work schedule and finding time to dedicate to her craft

Name:

Emily

Age :

24

Gender :

Female

Occupation :

Graduate Student

Industry :

Education

Education :

Master's Degree, Literature

Preferred platforms

GOALS

• Learn to knit as a relaxing hobby and creative outlet from her demanding studies
• Find beginner-friendly knitting patterns and kits that are easy to follow and build confidence
• Connect with other knitters online and share her progress and challenges in a supportive community

Frustrations

• Feeling intimidated by the perceived difficulty of knitting and unsure where to start as a beginner
• Struggling to understand knitting terminology and abbreviations used in patterns
• Feeling isolated in her knitting journey and lacking a sense of community with other crafters

Name:

David

Age :

45

Gender :

Male

Occupation :

Software Engineer

Industry :

Technology

Education :

Bachelor's Degree, Computer Science

Preferred platforms

GOALS

• Knitting as a mindful escape from his screen-heavy job and a way to de-stress
• Creating personalized, hand-knitted gifts for friends and family that are meaningful and unique
• Exploring different knitting techniques and challenging himself with intricate patterns and projects

Frustrations

• Finding it difficult to source high-quality knitting supplies locally and having to rely on online retailers with varying shipping times
• Wishing for more masculine knitting patterns that align with his personal style and interests
• Feeling like a minority as a male knitter and seeking greater representation and inclusivity in the knitting community

Knit Picks Geographic and Demographic Insights

Geographic Insights: Knit Picks' largest market is the US, followed by Canada and the UK. The company also has a presence in Australia and Germany.

Demographic Insights: Knit Picks primarily targets women aged 25-34, reflecting the demographics of knitting enthusiasts. However, they also attract a significant user base in the 35-44 age group.

Knit Picks Socio-economic Profile

Household and Income Insights: Knit Picks attracts users across various household sizes, with a higher concentration in 2-person and 3-4 person households. The income levels are distributed across low, medium, and high, with a slight skew towards medium-income earners.

Educational and Employment Insights: Knit Picks' target audience is largely employed full-time or part-time and have a university or college degree, highlighting a base with disposable income and an interest in creative pursuits.

Knit Picks Behavioral Insights

Interest-Based Insights: Knit Picks' target audience are interested in DIY projects, home décor, fashion, and other creative pursuits. They enjoy hands-on activities and seek personal expression through crafting.

Technology and Social Media Usage: Knit Picks users favor Instagram, YouTube, and Facebook for social media. They primarily use desktop and are split evenly between Android and iOS for mobile.

Knit Picks Top Competitors