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# Products: fashion, lifestyle, medium-luxury and baby products online
# Customer base: 18-45 yr old female in 3 sub-groups (students, young professionals, mums) with a prime credit profile who would like to live an aspirational lifestyle:
i) but are pulled back due to their overly sensible finance management; or
ii) despite being on a stretched budget are good payers with above UK national average income;
iii) who already live an aspirational lifestyle but see us as a savvier way to manage their finances without an incremental admin burden.