Professional Documents
Culture Documents
Fashion Segments Factsheet
Fashion Segments Factsheet
The UK fashion sector is highly dynamic, drawing its influences from a global market and dominated by seasonal trends, variations and aspirations. It is both market and brand driven, and therefore needs to take account of the diversity of individuals' perceptions and attitudes towards brands and fashion trends. To understand the characteristics of their customers and marketplace, retailers have traditionally relied on smallscale qualitative research applied to their own customer databases. The resulting segmentation systems are dependent on existing store locations and cannot be rolled out across the country for customer recruitment or network planning. Fashion Segments has been designed to overcome these limitations and provide retailers with a seamless approach to understanding both their customers as a whole, and the wider marketplace. Customer analysis - who are my customers? Profile your existing customer database and qualify who your customers are Enrich your understanding of your customers' attitudes, behaviour and demographics Incorporate Fashion Segments into your own bespoke segmentation system Targeting and recruiting - finding more good customers Target existing customers more effectively Select Fashion Segment prospects for direct response marketing Recruit new customers through a more tailored and personal approach Network planning - where are the best locations? Quantify the size of the market you compete in and benchmark your performance Assess the potential of different retail centres Plan your store network through the ranking of your target segments
To find out more about how Fashion Segments can be used effectively in your organisation, please call Experian Business Strategies on 0115 968 5077 or e-mail retail@uk.experian.com