How can a global fashion brand gain actionable insights from customer segmentation?

Situation:

A global fashion brand with retail stores in more than 40 countries and a turnover of €3 billion was seeking to strengthen its understanding of its customers. The company was specifically aiming to identify improvement potential for product development, more effective marketing measures, and an enhanced understanding of its competitive positioning.

Result:

Globeone analyzed existing data and generated new insights through direct customer calls, focus groups in different cities, online and offline shop-alongs, and an online survey of more than 20,000 European customers. Based on these insights, we developed four fictional personas to represent the most relevant customers types in key European markets. These personas revealed detailed insights like common fashion preferences, shopping behavior, personality traits and patterns in their willingness to pick up trends. They were then used by the client’s different teams to create targeted marketing activities. The Product & Merchandising, Marketing Operations, and Brand teams especially drew on the insights to develop new product features and messaging, as well as marketing and brand activities relevant to their main target groups.