Let’s take handbags as an example. 

We can only really say we understand a customer when we know how many needs have to be met, and when. We have to know when or if they have to go shopping for food and bulky items, or whether the person is going to a favourite sport or to go dancing. 

In addition, there is the question of the style and personality of the carrier of the bag.  This is very important and can vary from time to time.