belgian fashion research: #10 recommendations to keep up with tomorrow's customer
TRANSCRIPT
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KEEP UP WITH TODAY’S CONSUMER:
10 RECOMMENDATIONS FROM THE BELGIAN FASHION RESEARCH
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#3 RECOMMENDATIONS INSIDE DOWNLOAD OUR FULL PRESENTATION VIA
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AN IN ITIATIVE FROM. AN INITIATIVE FROM
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We help retail brands understand & act onever-changing consumer behaviour.
We help retail brands understand & act onever-changing consumer behaviour.
We help retail brands understand & act on ever-changing consumer behaviour.
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We organize data in a ‘privacy by design’ solution,allowing brands to obtain optimal customer insightsand turn this knowl…..edge into living customer stories andexperiences ….because our purpose is human first.
We organize data in a ‘privacy by design’ solution,allowing brands to obtain optimal customer insightsand turn this knowledge into living customer stories and experiences because our purpose is human first.
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30.000 stores willdisappear the coming years.
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MANY INITIATIVES SUPPORT THE ATTRACTIVITY & IMPACT OF RETAIL.
MANY INITIATIVES SUPPORT THE ATTRACTIVITY & IMPACT OF RETAIL.
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THE MOST IMPORTANT SOURCE OF INSPIRATION IS YOUR OWN CONSUMER BASE, BOTH CLIENTS...
THE MOST IMPORTANT SOURCE OF INSPIRATION IS YOUR OWN CONSUMER BASE, BOTH CLIENTS...
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… AND NON-CLIENTS. … AND NON-CLIENTS.
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Educating via behaviour academy
Analysing consumerbehaviour
Inspiring viabi-weekly
retail updates
HELPING RETAIL BRANDS TO UNDERSTAND & ACT ON EVER-CHANGING BEHAVIOUR.
HELPING RETAIL BRANDS TO UNDERSTAND & ACT ON EVER-CHANGING BEHAVIOUR.
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HOW BETTER SERVE OUR DIFFERENT AUDIENCES?
HOW BETTER SERVE OUR DIFFERENT AUDIENCES?
HOW TO ATTRACT THE YOUNGER GENERATION?
HOW TO ATTRACT THE YOUNGER GENERATION?
HOW TO DIFFERENTIATE IN A PROMOTIONAL WORLD?
HOW TO DIFFERENTIATE IN A PROMOTIONAL WORLD?
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3.600+ CONSUMERS 3.300+ CONSUMERS OVER 40 BRANDS OVER 40 BRANDS 11.000 EVALUATIONS 11.000 EVALUATIONS 500.000+ DATA POINTS 500.000+ DATA POINTS
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BECOME A SEGMENT LEADER
BECOME A SEGMENT LEADER
#0
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38% classic typesOf all Belgian female customers, 38% considers themself mostly to be classic.
Sobre, contemporary, never too present with sobre accessories
BELGIANS ARE MOSTLY CLASSIC TYPES. BELGIANS ARE MOSTLY CLASSIC TYPES.
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20% is the counterpart that mixes colors, patterns & trendy items together to a unique style
BUT THE OTHER END - THE COLORFUL MIX TYPE - RANKS 2ND BUT THE OTHER END - THE COLORFUL MIX TYPE - RANKS 2ND
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NOT THE “FAMOUS” BRANDS HAVE HIGHEST ATTRACTION FOR SPECIFIC FASHION TYPES, NICHE PLAYERS DO...
1 in 2 clients of Terre Bleue consider themselves “classic” types.
NOT THE “FAMOUS” BRANDS HAVE HIGHEST ATTRACTION FOR SPECIFIC FASHION TYPES, NICHE PLAYERS DO...
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ANSWER THEOUT F IT NEE D
ANSWER THEOUTFIT NEED
#1
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1 in 2already buys full outfits at one and the same retailer.
OUTFITS ARE ALREADY BOUGHT AT ONE STORE, INDICATING INTEREST FOR “ONE STOP SHOP” SOLUTIONS.
OUTFITS ARE ALREADY BOUGHT AT ONE STORE, INDICATING INTEREST FOR “ONE STOP SHOP” SOLUTIONS.
clothes
accessories
shoes
lingerie
make-up
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SOME BRANDS ARE “CREATING” THE MARKET, SOME BRANDS ARE “CREATING” THE MARKET.
1 in 5fashionshoppersbought shoes from a fashion retailer before
... but 1 in 4Primarkcustomersbought shoes from a fashion retailer before
is “creating” the market
Even 40% of Primark customersbought shoes from PRIMARK
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OTHERS HAVE AN “UNTAPPED POTENTIAL” WITHIN THEIR CUSTOMER BASE. OTHERS HAVE AN “UNTAPPED POTENTIAL” WITHIN THEIR CUSTOMER BASE.
has an untapped potential
is “creating” the market
1 in 5 LolaLiza customersbought shoes from a fashion retailer before
… but only 4%bought shoes from LOLA LIZA
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#2 E PRESENT
(WHERETHEY A RE)
BE PRESENT(WHERE
THEY ARE)
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MALLS & RETAIL PARCS
MAINSHOPPING STREETS
OTHERSHOPPING STREETS
LOCALSHOPS
BOUTIQUES PERIPHERICLOCATIONS /
OUT OF TOWN
60%prefer malls & retail parcs
10%prefer out of townlocations
40%prefer boutiques for their fashion needs
SHOPPING MALLS REMAIN A PREFERED LOCATION SHOPPING STREETS & BOUTIQUES AT THE SAME LEVEL.
SHOPPING MALLS REMAIN A PREFERED LOCATION SHOPPING STREETS & BOUTIQUES AT THE SAME LEVEL.
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-
MALLS & RETAIL PARCS
MAINSHOPPING STREETS
OTHERSHOPPING STREETS
LOCALSHOPS
BOUTIQUES
ZARA overperforms for main shopping streets with
+34%
PERIPHERICLOCATIONS /
OUT OF TOWN
SOME BRANDS ATTRACT AUDIENCES THAT OVER- OR UNDERPERFORM IN ONE OR MORE LOCATION TYPES.
SOME BRANDS ATTRACT AUDIENCES THAT OVER- OR UNDERPERFORM IN ONE OR MORE LOCATION TYPES.
= + + - =
ZARA’s presence in malls & shopping streets is a good fit with its audience.
-- -
where they prefer to shop
where they CAN shop
=
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NOT ALL BRANDS ARE PRESENT WHERE THEIR CUSTOMERS ARE. OVERPERFORMANCE OF FOOTFALL SHOWS A POTENTIAL MATCH.
NOT ALL BRANDS ARE PRESENT WHERE THEIR CUSTOMERS ARE, OVERPERFORMANCE OF FOOTFALL SHOWS A POTENTIAL MATCH.
e5 has a potential market for offering its brands at boutiques
+ + +---
e5 overperforms for boutiques with
+76%
----
where they prefer to shop
where they CAN shop
MALLS & RETAIL PARCS
MAINSHOPPING STREETS
OTHERSHOPPING STREETS
LOCALSHOPS
BOUTIQUES PERIPHERICLOCATIONS /
OUT OF TOWN
=≠
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C USTOMERE X PERIENCE,U S E IT WELL
CUSTOMEREXPERIENCE?USE IT WELL
#3
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THE AVERAGE FASHION CLIENT IS CONVERTED BECAUSE OF THE FOLLOWING CRITERIA:
THE AVERAGE FASHION CLIENT IS CONVERTED BECAUSE OF THE FOLLOWING CRITERIA:
#1Offering articles that match shopper’s taste is crucial
#2Inspiration is key to convince shoppers
#3Only third comes ‘a good shop experience’
What clients expect most?
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THE REMAINDER OF THE TOP 10 SHOWS ADDITIONAL “OFFERING” RELATED EXPECTATIONS.
THE REMAINDER OF THE TOP 10 SHOWS ADDITIONAL “OFFERING” RELATED EXPECTATIONS.
Many other parameters in the top 10 are related to “what you sell”
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YOUR SHOP EXPERIENCE SHOULD SUPPORT THAT MIXTURE OF INSPIRATION & OFFERING EXPECTATIONS.
YOUR SHOP EXPERIENCE SHOULD SUPPORT THAT MIXTURE OF INSPIRATION & OFFERING EXPECTATIONS.
#3‘a good shop experience’ should support OFFERING & INSPIRATION
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MANY BRANDS COULD CONVERT “GOOD” CUSTOMER EXPERIENCE SCORES TO LIFT THE INSPIRATION EXPECTATION.
MANY BRANDS COULD CONVERT “GOOD” CUSTOMER EXPERIENCE SCORES TO LIFT THE INSPIRATION EXPECTATION.
Massimo Dutti overdelivers on the “high” expectations of its clients
EXPECTED MOREEXPECTED LESS
UNDER DELIVERED
OVER DELIVERED
Primark, with a price-driven promise underdelivers but given its clients have “lower” expectations it is not a problem
KEEP
IMPROVE
COMMUNICATE
FOLLOW UP
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ALWAYS B E
INSPIR ING.
ALWAYS BE
INSPIRING.
#4
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WELCOME TH EOMNI-CHA N EL
SHOPP ER.
WELCOME THEOMNI-CHANNEL
SHOPPER.
#5
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RESP ECTCUSTO MER
NEED S
RESPECTCUSTOMER
NEEDS
#6
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KNOW YOURRELEV ANTMARK ET
KNOW YOURRELEVANTMARKET
#7
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BUILD YOUR BRAND EQUITY
BUILD YOURBRANDEQUITY
#8
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IM PACTSHAR E OFWAL LET
IMPACTSHARE OFWALLET
#9
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DARET O BE
DIFFER ENT
DARETO BE
DIFFERENT
#10
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WHAT THIS MEAN?S AS AN OVERALL? CONCLUSION??
WHAT THIS MEANS AS AN OVERALL CONCLUSION?
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Become a LOVE BRAND, DISTINCTIVE from your competitors.
Find your FOCUS & OVERDELIVER on expectations.
Let CONSUMER BEHAVIOUR understanding guide you.
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WHAT’S- NEXT?- WHAT’S NEXT?
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A one day workshop in our academy
All results in an interactive dashboard
Bi-weekly consumer insights for 1 year
OUR OFFERING OUR OFFERING
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URBAN CITY ° JUNE 1, 2016.. THANKS FOR READING