Fashion Retail Segmentation

A leading men’s retailer wanted to understand the various groups that made up male shoppers and commissioned our client, a leading digital research agency, to undertake research to identify these groups.

We met with board level executives from the retailer’s business and their marketing agency to assist them with developing an effective research and questionnaire design for undertaking a segmentation. We were able to bring both our segmentation modelling and questionnaire design experience to bear. By helping the project team design appropriate scales and items for the questionnaire, we were able to capture differences in underlying attitudes to clothes, shopping, fashion and style.

As often with segmentation projects, the guidance we provided on the softer issues, such as balance of content, semantics and question order / rotation  were as important as the hard statistical experience we brought to the table.

We generated a number of potential segmentation solutions and participated in a client workshop to present the profiles of the various alternatives and explain the pros and cons of each. The client settled strongly on one model which is now being widely used within the organisation to recognise and win particular groups as customers. Video profiles were developed for the groups to bring them to life throughout the business.

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