Showcase: Retail/Fashion/Segmentation/Mindsets




Michael Kors

Michael Kors had a great deal of transactional data about fashion consumers but far less understanding of customers’ motivations, attitudes and views about fashion . Our challenge was to find effective ways in which to convert more consumers to the brand both on and offline. Through qualitative and multivariate quantitative insight we were able to identify six key personalities associated with personal fashion ‘truths’ and different ‘mindsets’ that consumers hold at various points during the purchase journey.