ELWA Textile Personas Studio Zao
Synthesis → Interventions → Briefs →
View:
Editing mode — changes are session-only and will not persist on refresh
Showing under-45 profile (n=536 · 52.9% of sample)

Four behavioural personas

1,014 Londoners · YouGov omnibus · ELWA/NLWA commission · Studio Zao analysis

Group sizes
17.5%
41.8%
12.7%
28.0%
The Accumulator n=177 The Pragmatic Replacer n=424 The Ethical Keeper n=129 The Seasonal Clearer n=284
Persona map · proportional

Each segment's area represents that persona's share of 1,014 Londoners surveyed. Axes show disposal mindset (vertical) and clothing engagement (horizontal).

Circular-minded Disposal mindset Passive
The Ethical Keeper 12.7% · n=129
The Pragmatic Replacer 41.8% · n=424
The Seasonal Clearer 28.0% · n=284
The Accumulator 17.5% · n=177
← Functional Clothing engagement Fashion →
A note on The Seasonal Clearer's position ▾

The Seasonal Clearer sits closer to the centre of the clothing engagement axis than the top-right quadrant implies. Their placement reflects their circular disposal orientation (high RC4 sustainability values, low 8% general waste rate) more than their acquisition pattern, which is moderate rather than fashion-intensive. The quadrant is analytically defensible — they are meaningfully more circular-minded than the bottom half — but the horizontal placement is a simplification. The scatter plot below preserves the mathematically precise positioning.

Real people · eight Londoners behind the data

Eight participants from qualitative research, placed on the same axes as the personas above. Their words do more than the analysis to show what these groups look, feel, and sound like.

Circular-minded Disposal mindset Passive
← Functional Clothing engagement Fashion →
Momo · The Accumulator
"I never really throw my clothes away before."
James · The Pragmatic Replacer
"Probably should recycle it, but you can be lying if I said I did."
Lizzie · The Ethical Keeper
"I just feel like I'm giving it to an establishment."
Maryna · The Seasonal Clearer
"It would be better if we have more than boxes."
Reading the analysis
Axis logic — tap to expand

X — Clothing engagement: How actively and frequently a persona acquires clothing. Derived from social/relational engagement (RC1) and buying frequency. High = frequent, multi-channel, trend-responsive. Low = occasional, replacement-driven.

Y — Disposal mindset: How circular-oriented their disposal behaviour and intent is. Derived from absence of inertia (−RC3), sustainability values contribution (RC4), self-identified recycler rate, and inverse general waste rate. High = pro-circular, low barriers, good outcomes. Low = passive, reactive, higher waste leakage.

The chart below shows cluster centroids plotted on the same axes — a methodological reference for how the four groups separate in factor space.

Key finding

Two problems, separated by the same matrix.

8% The Seasonal Clearer's general waste rate — lowest of all groups, despite active consumption. Right mindset; wrong frequency. The counterintuitive finding the analysis keeps returning to.
2× Two distinct problems on one chart. The right half is a volume challenge — things enter wardrobes faster than they leave. The left half is an orientation challenge — low throughput, but low circularity too. Different levers. Different briefs.
RC4 The Pragmatic Replacer and The Ethical Keeper share the same clothing engagement level. Sustainability values alone separates them — and that separation is everything for intervention design.

Cluster Comparison

Four behavioural personas across 1,014 London respondents

Key Metrics Comparison
Behavioural Profile
Journey Signal Comparison
Stage The Accumulator The Pragmatic Replacer The Ethical Keeper The Seasonal Clearer
Cross-Cutting Threads
Demographic profile — indicative context

Personas are behaviourally defined. Demographics are contextual — not defining characteristics.

Age distribution
Gender (% female)
Work status
Social grade
Has children (%)
London region
Social media platforms used (%)

Relevant for intervention channel targeting — The Accumulator's platform profile is markedly different from all other clusters

Factor structure — R3 Varimax rotation

PCA on 87 behavioural variables (n=1,014). 26.9% variance explained across 7 factors. All eigenvalues >1.0 (Kaiser criterion). Robustness-tested against polychoric PCA and Gower k-medoids.

Standard PCA with Pearson correlations was chosen over polychoric PCA for two reasons: the dataset is predominantly binary and ordinal with limited scale range, and polychoric estimation on 87 variables with n=1,014 introduced instability in the correlation matrix. Polychoric was tested as a robustness check and produced a near-identical factor structure with marginally different loadings, confirming the standard approach was appropriate.

An R4 refactoring attempt (8 factors) was explored to test whether the RC1 social/relational engagement factor could be decomposed further. The additional factor failed to achieve eigenvalue >1.0 and produced cross-loadings that reduced interpretive clarity. R3 (7 factors) was retained as the most parsimonious solution with clean separation between constructs.

Cluster count was selected at k=4 via silhouette analysis (0.18, modest but stable). k=5 was tested and produced a micro-cluster (n=47) that fragmented The Accumulator without adding interpretive value — it separated a high-digital subgroup that was better captured as a within-cluster dimension. k=3 merged The Ethical Keeper and The Seasonal Clearer into an undifferentiated low-engagement group, losing the critical values/inertia distinction.

Gower distance with k-medoids (PAM) was tested as an alternative clustering approach that handles mixed variable types without distance assumptions. It produced a broadly similar 4-cluster solution (Adjusted Rand Index 0.61 with the PCA-based clusters) but with less clean separation on the sustainability and disposal factors. The PCA + k-means pipeline was retained on both silhouette score and interpretive grounds.

Factor score centroids by cluster

ELWA Textile Personas

A living workspace for four behavioural personas derived from the ELWA/NLWA YouGov survey (n = 1,014 Londoners).

Navigation

Click tabs or use keyboard shortcuts: O Overview · F Factors · C Compare · 1–4 for individual personas. Press Esc to close this overlay.

Data panel

Each persona has a collapsible data panel below the journey strip. Click "Show data" to expand — it shows key metrics and a comparison chart against the overall sample.

Edit mode

Toggle "Edit mode" in the top right to make text fields editable. Highlighted fields can be clicked and rewritten. All edits are session-only — they will not persist after a page refresh. Copy anything you want to keep.

Image upload

In edit mode, click the persona icon placeholder to upload an image. Session-only.

Qualitative notes

Each persona has a notes textarea at the bottom. Always editable. Session-only — copy before refreshing.

Compare view

Shows all four personas side by side with bar charts, radar charts, journey comparison table, and cross-cutting analytical threads.

Deployment

Drag the elwa-personas folder to netlify.com/drop for an instant public URL.