Women’s Apparel Retailer
Evolving a Brand for the Next Generation
Flagging sales and a disruptive marketplace compelled this retailer to take a hard look at its core consumer to uncover new growth.
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.
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.
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.