Belgian Fashion Research: #10 Recommendations to keep up with Tomorrow's customer

KEEP UP WITH TODAY’S CONSUMER:

10 RECOMMENDATIONS FROM THE BELGIAN FASHION RESEARCH

#3 RECOMMENDATIONS INSIDE DOWNLOAD OUR FULL PRESENTATION VIA

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AN IN ITIATIVE FROM. AN INITIATIVE FROM

We help retail brands understand & act onever-changing consumer behaviour.

We help retail brands understand & act on ever-changing consumer behaviour.

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.

30.000 stores willdisappear the coming years.

MANY INITIATIVES SUPPORT THE ATTRACTIVITY & IMPACT OF RETAIL.

THE MOST IMPORTANT SOURCE OF INSPIRATION IS YOUR OWN CONSUMER BASE, BOTH CLIENTS...

… AND NON-CLIENTS. … AND NON-CLIENTS.

Educating via behaviour academy

Analysing consumerbehaviour

Inspiring viabi-weekly

retail updates

HELPING RETAIL BRANDS TO UNDERSTAND & ACT ON EVER-CHANGING BEHAVIOUR.

HOW BETTER SERVE OUR DIFFERENT AUDIENCES?

HOW TO ATTRACT THE YOUNGER GENERATION?

HOW TO DIFFERENTIATE IN A PROMOTIONAL WORLD?

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

BECOME A SEGMENT LEADER

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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.

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

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...

ANSWER THEOUT F IT NEE D

ANSWER THEOUTFIT NEED

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.

clothes

accessories

lingerie

make-up

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

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

#2 E PRESENT

(WHERETHEY A RE)

BE PRESENT(WHERE

THEY ARE)

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.

LOCALSHOPS

BOUTIQUES

ZARA overperforms for main shopping streets with

PERIPHERICLOCATIONS /

OUT OF TOWN

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

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

where they prefer to shop

where they CAN shop

LOCALSHOPS

BOUTIQUES PERIPHERICLOCATIONS /

OUT OF TOWN

C USTOMERE X PERIENCE,U S E IT WELL

CUSTOMEREXPERIENCE?USE IT WELL

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?

THE REMAINDER OF THE TOP 10 SHOWS ADDITIONAL “OFFERING” RELATED EXPECTATIONS.

Many other parameters in the top 10 are related to “what you sell”

YOUR SHOP EXPERIENCE SHOULD SUPPORT THAT MIXTURE OF INSPIRATION & OFFERING EXPECTATIONS.

#3‘a good shop experience’ should support OFFERING & INSPIRATION

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

IMPROVE

COMMUNICATE

FOLLOW UP

ALWAYS B E

INSPIR ING.

ALWAYS BE

INSPIRING.

WELCOME TH EOMNI-CHA N EL

SHOPP ER.

WELCOME THEOMNI-CHANNEL

SHOPPER.

RESP ECTCUSTO MER

NEED S

RESPECTCUSTOMER

KNOW YOURRELEV ANTMARK ET

KNOW YOURRELEVANTMARKET

BUILD YOUR BRAND EQUITY

BUILD YOURBRANDEQUITY

IM PACTSHAR E OFWAL LET

IMPACTSHARE OFWALLET

DARET O BE

DIFFER ENT

DARETO BE

DIFFERENT

WHAT THIS MEAN?S AS AN OVERALL? CONCLUSION??

WHAT THIS MEANS AS AN OVERALL CONCLUSION?

Become a LOVE BRAND, DISTINCTIVE from your competitors.

Find your FOCUS & OVERDELIVER on expectations.

Let CONSUMER BEHAVIOUR understanding guide you.

WHAT’S- NEXT?- WHAT’S NEXT?

A one day workshop in our academy

All results in an interactive dashboard

Bi-weekly consumer insights for 1 year

OUR OFFERING OUR OFFERING

URBAN CITY ° JUNE 1, 2016.. THANKS FOR READING

Belgian Fashion Research: #10 Recommendations to keep up with Tomorrow's customer

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