Urban shopper:
Gender: Female
Young, confident in their style, like to use clothes as a way to express themselves. They shop majorly for themselves, and have a broad range of favorite shops
Spending Habits: A little bit above average, not to the levels of brand lovers.
Back to basics
Gender: male
Age: 20-35
Men who want a wardrobe of basics, sporty and casual. They do not consider clothes as a way to express themselves, they simply want to fit in.
Spending Habits: Below average, They’ll buy new clothes each year but they will not be expensive.
Natural Spillover: Everitying is fine: Men who do not care about clothes or fashion and just buy functionalty
Functionality Seeker
Gender: male
Age: 20-26
They: care about style, , but they do not see themselves as fashion victims and value functionality on their clothes
Spending Habits: Average spending, separated in a high variety of clothes
I'll comment both parts of segmentation here.
ResponderEliminarBasically it seems ok, but you always pay attetntion that almost each segment (exept last two) cares about style. How will you make people feel that it is fashionable clothes? A lot of brands make it through advertising, spending a lot on it, but you have two problems: first, you don't want to spend a lot of advertising, second, you have a lot of brands on your shelves and so you can't create advertisement the same way as some brands when the create perception of particular brand.
So, why people will think that your clothes are fasionable?
We don't have a lot of brands, I don't know where did you see it...
ResponderEliminarBeing fashionable is not spending a lot of money on advertisment so the people would like what we do, but listening to the last trends in the market and suppling the kind of clothes, colors, designs (always that they are not expensive) to our customers. For this, we don't need a lot of money for advertising, but good locations for our shops y making people to come to our shops to see the product
About different brands it was my mistake. I don't know why, but it was basic idea for me. It was my fault.
ResponderEliminarBut I meant that being fashionable means be appointed as fashionable by fashion magazines, by other mass media sources and so on. You need to create fashion conception. So I'm interested in the ways how you will communicate with customers that they will understand it's fashionable?
In my opinion in Russia fashionable means that some popular guys say that it's so. By guys I mean some authoritative media persons or organizations like magazines or TV channels and so on.
How will you create the perception of fashion?
It works the same way in the rest of Europe, but every country Primark is, it follows the same strategy about the investment in advertisment. Other way, they wouldn't be allowed to offer such a low prices, so the thing is that people can buy a lot of Primark's clothes and change a lot the outfits, not about setting the last trends in the fashion industry but following them. And this is what we identiffied that our target markets seeks.
ResponderEliminarThe word of mouth is very powerfull, and Primark appears on magazines as recommended outfit for a little budget a lot of times, so this is the kind of actions we'd undertake but nothing further this.
Ok guys I am pretty sure that I left comment here on this blog 3weeks ago and it is gone now. I am seriously not making this up. If it is your tactics how to cover up questions that do not suit your purpose well be my guest. I try it one more time.
ResponderEliminarHow you want to differentiate from tough Russian competition of cheap clothes when you have no budget whatsoever for marketing. You presume that primark is famous enough and its quality and message speaks for itself. Well maybe thats the question of further analysis. I would like to know where and how did you check up that primark can be succesful in Russian market with local customers. If its just your guess or you have some real facts.
Thank You
Yours Kuba - Jakub Marek