Women’s Apparel Retailer

Evolving a Brand for the Next Generation

The Challenge

Flagging sales and a disruptive marketplace compelled this retailer to take a hard look at its core consumer to uncover new growth.

Our Approach

Applying Kantar Consulting’s MindBase on current consumers revealed differentiating segments and insights among their core customer and also identified a new cohort for evolving their product offer.

The Insight

A deep understanding of the attitudes and motivations of each target segment informed strategic changes across multiple channels, including retail sites, online and catalog sales.

The Impact

As a result of an attitudinally enhanced marketing and communication strategy, retail sites achieved a 20-25% increase in sales and a 12% increase in profitability. Furthermore, improved email offerings yielded a 12% higher response rate while a new creative design attracted a new, younger buyer representative of the core consumer.

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