THE US APPAREL
INDUSTRY:
HOW DO HAUTE COUTURE
BUYERS BENCHMARK
AGAINST
LUXURY, AFFORDABLE
LUXURY, MAINSTREAM AND
DISCOUNT BUYERS?
EXPRESS RESEARCH
7/2014
INDEX
METHODOLOGY
Pag 3
SECTION I – BUYER PERSONA
PSYCHOGRAPHICS
Pag 6
HOBBIES
Pag 9
LIFESTYLE
Pag 14
PERSONALITIES
Pag 22
Personalities - SF
Personalities - NT
Personalities - ST
Personalities - NF
DEMOGRAPHICS
Pag 29
SECTION II – WHERE TO FIND THEM
MEDIA
Pag 33
Media - Online
Media - Offline
TESTIMONIALS
INDUSTRY REPORT - APPAREL
Pag 38
2
METHODOLOGY
The goal of this report is to help you understand who your customers and potential customers are, what they do and care about, to help you structure your marketing activities and unlock a new capacity to make informed marketing decisions in the areas of media and content. Our Technology
Cubeyou hunts the social web and all interactions between people and brands, products and services (shares, likes, tweets, pins, posts, …) on Facebook, Twitter, Google+, Pinterest and
Instagram and classifies them according to 1,500 categories. The algorithm developed with
Cambridge University then transforms this data in meaningful customer information like personalities, psychographics, location, hobbies, interests, media and much more.
Your Express Data Report
Cubeyou’s database currently counts nearly 250 million fully profiled individuals. After analyzing all the people who interacted with apparel related brands on social media in US, we divided them in the following segments based on the price of the products they buy:
Buyer
Definition
Sample Size
Haute Couture
They buy custom made clothing by stylists 4,991,080
Luxury
They buy high price and quality clothing, with distinctive design
9,717,720
Affordable Luxury
They aspire luxury brands and maybe can’t afford them but want a high quality product
5,199,260
Mainstream
They buy less exclusive and distinctive clothing and don’t want to spend too much
10,726,690
Discount
They are low income consumers who don’t care about the brand but about the price
9,114,190
INDUSTRY REPORT - APPAREL
3
METHODOLOGY
In the following pages you will receive insights that answer two main questions about your target: ●
Buyer Persona: to create a picture of your target in your mind. This section collects information on:
●
○
psychographic traits
○
hobbies
○
lifestyle
○
personalities
○
demographic information
Where to find them: here you can find a list of their favorite on and offline media and testimonials to reach them with your message. This section helps companies and agencies structure and optimize their media investments not by choosing mainstream channels but working on specific media that have a higher affinity with their audience.
All data are provided with two types of rankings:
●
Absolute ranking: the brands, products, people, places that most people in a specific panel or segment are interested in.
●
Affinity Ranking: the brands, products, people places that are more similar to who the people in the panel or segment are, what they want and do with respect to the 250 million people in our database, that reflects the composition of the world’s population for developed countries. If you define your marketing strategy based on the absolute ranking you will reach a more generic audience, for example many of your customers love Coca-Cola, but most people in the world love Coca-Cola. If you pick contents or media from the affinity ranking you will have a more focused approach, hitting less people but that will have a high affinity to the media or topic.
INDUSTRY REPORT - APPAREL
4
METHODOLOGY
An example of Affinity Ranking:
Most people love Coca-Cola and therefore it is very likely to see it in the first position in the
Absolute Ranking, however it is not so likely to see it in the Affinity Ranking, as your target is not a relevant share of Coca Cola’s customers compared to the world’s population.
