hen managers of Federated, the largest operator of department stores in the US, boot up their computers, they see the faces of four customers: Catherine, Julie, Erin and Alex. The faces don�t represent real people � they�re customer types. Each of the identities is a consumer that Federated looks to attract to its stores.

Catherine is the traditional customer, who favors conservative clothes. Julie is neotraditional, which means she likes classic clothing but with more flair. Erin is a contemporary customer. And Alex is an updated consumer - the ultimate trendy shopper. The company wants employees to think about them constantly.... more