Defining the target audience for a fashion brand

The Challenge

With our client soon to be launching their biggest campaign to date, they needed to deep dive into the UK womenswear category to truly understand:

• The size of the total market and potential target segments within it
• Fundamental details of their target audience: her style, how she shops & general behaviours
• How to reach these women to drive awareness & penetration

Our approach

First, we interviewed a nationally representative sample of women and ran a quantitative segmentation to group the market based on their attitudes to fashion & style.

We then carried out in-home explorations with the core segments uncovered, bringing them to life through videos and in-depth discussions.

We seamlessly combined these findings across a range of outputs including pen portraits, magazines and workshops tailored to specific teams within the business – helping to immerse stakeholders and drive action.

The outcome

The research enabled our client to:

• Narrow down their target audience through clearly defined and comparable segments
• Actively discuss and engage with their customers throughout the business (in facilitated workshops and beyond); considering how the brand could meet the needs of their chosen segments
• Make informed decisions when developing their brand strategy and track progress with their core audience going forwards

Everyone loved the session, we got so much from it.

They are hard stakeholders to please and everyone thought it went fantastically well.

 

Senior Manager, CRM & Insight