Amandine Claessens
female · 29 ans · Single
Ixelles, Brussels (Brussels Capital Region), Belgium
Social Media and E commerce Specialist · full time permanent contract
"If it looks good, ships fast, and I can return it easily, I will try it."
About
Amandine is a 29 year old Brussels based social and e commerce marketer living in a shared flat between Ixelles and Etterbeek, constantly scanning for what is next in fashion and culture. Her days are split between client work, analytics check ins, and mobile first shopping spurts that start with Reels or TikTok and end with a saved discount code. She wants to buy sustainably and support local scenes, but her real friction is speed: she will compromise on ideals when a limited drop feels urgent and the checkout is frictionless. She converts when a brand reduces risk through free returns and social proof, and makes the decision feel like a smart, stylish win in under five minutes.
Power
Why is this persona strategic?
She sits at the intersection of trend discovery and purchase action: a heavy app user who both buys and influences others through informal recommendations inside friend groups and work chats. She is reachable through short form video and retargeting, and her main unlock is de risking the purchase with transparent returns, size guidance, and credible creator validation rather than big brand promises. Winning her builds repeat behavior because she cycles through frequent wardrobe refreshes and is highly responsive to drops, collabs, and loyalty perks that feel exclusive rather than generic.
What defines her socio-economic situation?
42h20/month
on TikTok on Android, then screenshots items to decide later, but buys when a promo code appears
Xavier Degraux 2024, Belgium Android usersBachelor educated white collar worker in Brussels, working in marketing and digital services with a stable contract but not yet high seniority.
Approximate net take home aligns with her stated €1,800 to €2,400 per month, supporting city rent in shared housing and frequent discretionary spending.
Communications degree equivalent to tertiary education, common among Belgians aged 25 to 34 where tertiary attainment is widespread.
Rents a room in a shared apartment in dense inner Brussels, optimizing costs to keep budget for travel, fashion, and going out.
Room in shared flat plus utilities in Ixelles or Etterbeek.
Groceries plus coffee and lunch near work.
Fashion and beauty, spiky around drops and seasonal changes.
Cafes, wine bars, cinema, exhibitions.
Irregular, increases when she has fewer weddings or trips.
City breaks and visiting friends, booked opportunistically.
STIB MIVB pass plus occasional rideshare.
Pharmacy, occasional physio or therapist copay.
Spotify and Netflix, plus one or two small app subscriptions.
- fashion that photographs well
- fast delivery and easy returns
- experiences in Brussels cafes and cultural venues
- high shipping fees
- complicated returns
- brands that oversell sustainability without proof
She expects instant payment confirmation and a one thumb mobile checkout; slow forms and forced account creation increase drop off.
What drives her decisions?
18.5%
is the share of Belgians 16 to 64 who say they follow influencers, so she focuses on a small set and uses them as shopping filters
Xavier Degraux 2024, Belgium 16-64- Trust is earned through reviews, creator demos, and clear return policies
- Scarcity cues work, but only if the product looks premium and ships quickly
- Sustainability messaging must be specific and verifiable or she disengages
What cultural context shapes her expectations?
20%
of Belgian online shoppers in the Ipsos Comeos survey made their last online purchase from habit, which matches her default of app based buying
Ipsos Comeos 2024, Belgium 18-70She uses short form video as a shopping search engine and treats brands like content channels. She is emotionally driven by the feeling of catching something before it is everywhere, but rationalizes purchases through easy returns and social proof.
In Belgium, she expects practical benefits first: transparent pricing, quick delivery, and simple service. Big promises are treated skeptically, so proof points like return clarity and peer validation matter more than lofty mission statements.
Living near Ixelles and Etterbeek means she mixes students, young EU workers, and agency people. She moves between cafés, small concept shops, and the Dansaert fashion axis on weekends to keep a pulse on what feels current.
She rarely signals wealth directly, but she signals taste through curation: where she eats, what she wears, and what she shares. She is comfortable buying mass market basics, then mixing in one standout piece that feels discovered.
limited edition collaborations · creator discount codes · natural wine bars around Sainte Catherine and Dansaert · secondhand and vintage mixing with new items
heavy corporate sustainability slogans without details · slow desktop only checkout flows · expensive shipping or paid returns positioned as normal · overly polished influencer ads with no real product use
locker and pick up returns as default · brand content that shows fit and fabric up close · micro creator unboxings replacing brand campaigns · secondhand becoming a default option for statement pieces
What are her key lifestyle behaviors?
27%
of 25 to 34 year old TikTok ad audience is in the 25 to 34 bracket, so her peer set is heavily present on the platform she uses for discovery
Xavier Degraux 2024, Belgium TikTok 18+ age splitBeauty is part of her on camera work life, but she keeps it practical and trend aligned.
Daily basics, monthly restock
Skincare routines · Perfume sampling
look polished on calls · self reward after stressful days
City breaks act as creative fuel and social currency in her friend group.
One long weekend every 2 to 3 months
Nearby European capitals · Beach weekends
budget smart with one nice hotel night · booked after payday
Thalys Eurostar · Brussels Airport
She treats culture as a weekly habit, mixing exhibitions with street level discovery.
One cultural outing per week, heavier on weekends
Fashion and design · Contemporary photography · Cinema
pop in exhibitions · bookstore browsing
Streaming is her default unwind routine and a focus aid during admin work.
Pop · Electronic · Indie
Angèle · Charlotte de Witte
Spotify playlists while working · Netflix and chill evenings
Shopping is both a hobby and a coping mechanism for micro stress between meetings.
Vintage hunting · Outfit planning · Unboxing and review watching
Brussels fashion and design circles
Social Life
Cafes and wine bars are her third place for decompressing and trend spotting.
specialty coffee shops
brunch spots
casual bistros
natural wine bars
cocktail bars
Not relevant
Signature
She bookmarks a drop in the afternoon, validates it with a creator clip at night, then buys if returns are effortless and the item feels scarce.
What media does she trust?
48%
of podcast consumers in Southern Belgium are aged 12 to 34, so she is inside the prime listener segment advertisers want
RMB 2024, Belgium South 12-74Where does she shop?
315m USD
is Zalando net sales in Belgium fashion e commerce in 2023, matching her default of app first wardrobe shopping
Statista 2024, Belgium fashion e commerceShe mixes mass market speed with a few local finds to signal taste; the alternative purchase is about identity, not volume.
Cafes double as social spaces and content backdrops, not just food consumption.
She experiments when the product is visually demonstrable and reviewed by creators, not when claims are abstract.
Home purchases are about making a shared space feel curated on a budget.
She treats shopping streets like curated feeds: walking is her offline scroll.
How do we reach her effectively?
9h45/month
on Instagram on Android, which makes Reels placements and creator style ads the most efficient creative format for her
Xavier Degraux 2024, Belgium Android userseffectiveness
TikTok has 4.04 million 18+ ad audience in Belgium and high monthly time spent, ideal for discovery and impulse.
Instagram penetration among adults is high and she uses it for product discovery and saving.
Scarcity plus de risked returns triggers her evening impulse window.
effectiveness
Used when she hesitates and wants reassurance before buying.
Show the product quickly in use with close up visuals, fit context, and a clear returns promise. Use light scarcity and exclusive access language, then back it up with specific delivery and return details and real reviews.
Grand sustainability statements, corporate manifesto language, or complex explanations before showing the item. Anything that hides shipping costs, makes returns hard to understand, or feels like a glossy influencer script without proof.
How does she move through the buying journey?
17%
of online shoppers looked at reviews before buying, so review visibility is a required step in her journey
Ipsos Comeos 2024, BelgiumAwareness
"That looks good, is it real or just an ad"
- Unboxing clip
- Before and after styling
- TikTok
- ✕ Too polished content
- ✕ No clear price or delivery
Consideration
"Will it fit, and will returning be annoying"
- Creator promo code
- Clear return steps
- YouTube
- Product page
- Instagram saves
- ✕ No sizing guidance
- ✕ Return process unclear
Decision
"I can buy now and decide later if it works"
- Low stock notice
- Free shipping threshold
- Mobile checkout
- Apple Pay
- Bancontact
- ✕ Forced account creation
- ✕ Unexpected fees
Loyalty
"Show me drops that match my taste, not everything"
- Early access
- Points that convert to shipping or returns perks
- ✕ Generic newsletters
- ✕ No meaningful perks
Advocacy
"This is worth sharing if it made me look good with no hassle"
- Smooth return experience
- Compliments on outfit
- Instagram DMs
- Group chats
- ✕ Bad customer service
- ✕ Return friction
How do we convert her?
43.0%
TikTok ad reach among adults 18+ in Belgium, offering scalable reach for short form fashion discovery campaigns
DataReportal 2024, Belgium 18+Position offers around speed and de risking: fast delivery, fast free returns, and creator validated fit. She will try new brands when the creative shows real texture and fit, the checkout is one step, and the return policy is visible before payment. Retargeting with social proof and an evening drop timer aligns with her impulse window and can lift conversion without needing deep discounting.
strategy
Visual, specific, and slightly playful. Use Brussels urban references sparingly, avoid moralizing. Lead with product, then logistics, then proof.
- "Free returns in Belgium, ordered in 60 seconds"
- "Limited drop, restock not guaranteed, see real try on clips"
- "Your size, your pace, return to a pickup point"
- Hidden shipping costs at checkout
- Unclear return rules or paid returns
- Overstated sustainability claims without specifics
Sources
- 1. Fiscal statistics 2023: total net taxable income of all inhabitants nearly €275 billion (Statbel, 2024, Belgium)
- 2. Higher education graduates: 50% of population aged 25 to 34 had tertiary degree in 2023 (Indicators.be, 2024, Belgium 25-34)
- 3. Digital 2024: Belgium, TikTok 4.04m users 18+ and 43.0% adult reach (DataReportal, 2024, Belgium 18+)
- 4. Digital 2025: Belgium, platform ad reach context for YouTube, Instagram, TikTok (DataReportal, 2025, Belgium)
- 5. Réseaux sociaux en Belgique: tous les chiffres 2024, TikTok 42h20 per month and Instagram 9h45 per month on Android (Xavier Degraux, 2024, Belgium Android users)
- 6. Ipsos Comeos E commerce Survey 2024: 20% buy online out of habit and 17% consulted reviews (Ipsos, 2024, Belgium 18-70)
- 7. Top online stores in Belgian fashion 2023: Zalando net sales reference (Statista, 2024, Belgium)
- 8. Discover the Dansaert district in Brussels with store names and local anchors (Inside Properties, 2021, Brussels)
- 9. Dansaert Vintage listing (Localguide.brussels, 2024, Brussels)
- 10. Dansaert neighborhood guide with independent places MOK, La Flaque, Nightshop and Stijl (Prosper.brussels, 2025, Brussels)
- 11. Choose the podcast: 48% of podcast consumers are aged 12 to 34 in Southern Belgium (RMB, 2024, Belgique Sud)
- 12. Top 20 digitale marketing podcasts Benelux, includes SEO Connect and Computer Club (WiSEO, 2024, Benelux)
- 13. Top YouTube Channels in Belgium list including Cinecom.net (vidIQ, 2026, Belgium)
- 14. Top TikTok Influencers in Belgium list including Celine Dept and Aline Dessine (HypeAuditor, 2026, Belgium)
What social content does she engage with?
297.1 opens/month
of Instagram app opens per Android user, which mirrors her habit of frequent short check ins between tasks
Xavier Degraux 2024, Belgium Android usersconsumption
Saves Reels, checks Stories for drops, uses DMs to send links to friends.
Daily, short bursts; heavy Reels consumption
Reels fashion hauls · micro influencer styling · Brussels cafes and addresses
Discovery engine for products and outfits, trusts unboxing and try on clips.
Daily; long sessions at night
unboxings · discount code videos · trend styling
consumption
Career signaling, follows marketing debates and agency posts.
Several times per week, mostly daytime
social ads case studies · industry updates
Watches deeper reviews when she is uncertain, especially fit and quality.
Weekly; longer form reviews and culture content
try on hauls · creator vlogs · music and DJ sets
BeReal (Occasional, friend driven)