In the competitive landscape of the fashion market, targeting everyone often results in reaching no one, rendering the brand's message unheard.
The industry is dominated by top players who have implemented data-driven practices at their core.
The fashion brands leverage data, which allows them to understand their audience and tailor experiences that resonate.
Viral marketing is a waste of corporate money now as the shift to a more personalised marketing takes place the budgets are being redirected to customer research and the new technologies that help collecting CX data.
“ We take most of the money that we could have spent on paid advertising and instead put it back into the customer experience. Then we let the customers be our marketing.”
Tribes in Fashion: A Neo-Revolution
It is a winning strategy today for the fashion brands instead of building the brand's community, to find the existing tribe and target it.
Fashion consumers are not monolithic; they are divided into segment or what is more popular now to say into tribes.
The concept of Neo-tribes was introduced by Maffesoly in 1985 and defines a fluid group that is connected through a certain shared consumption patterns as well as rituals and codes with which they can distinguish each other.
The main difference between a tribe and a brand community lies in the essence of the group itself. Brand communities are formed based on individuals who has similar traits and identify with the brand whereas a tribe is formed by similar consumption values.
Recognizing and targeting these tribes allows brands to forge meaningful connections.
Nike+ Changed the Game
Nike is a standout example of tribal marketing, specifically targeting runners globally. In 2006, Nike shook things up with the Nike+ platform, a fusion of Apple and Nike tech.
Beyond a fitness community, Nike+ is a lab, studying customer behaviors. With over 200 million runs logged, Nikeplus.com captures the running world's pulse. It's more than products; it's cultivating a tribe and gathering invaluable data.
Personalisation
McQuinzy's recent findings state that 71% of consumers now expect personalization. In the fashion industry, personalization has transcended from a mere game-changer to a fundamental requirement.
Understanding the psyche of your audience and tailoring their experience is an art that defines the success of modern fashion brands.
Understanding Individual Preferences
UX research delves into user behavior, shedding light on individual preferences. Imagine a user-friendly interface that suggests outfits based on past choices, creating a curated shopping journey unique to each user.
Tailoring Recommendations
Personalization extends to product recommendations. Through meticulous UX research, brands can decipher what resonates with their audience. For instance, if a customer often browses sustainable fashion, the platform can spotlight eco-friendly collections.
Seamless Navigation
Navigating a website or app becomes an enjoyable experience with personalized touches. UX research helps streamline this journey, ensuring that users find what they desire effortlessly.
Consider a scenario where the layout adjusts dynamically based on a user's preferred style, making the exploration more intuitive.
Timely and Relevant Communication
Personalization transcends the shopping experience; it infiltrates communication. Through UX insights, brands can send timely emails or notifications about exclusive launches, promotions, or restocks, creating a bespoke connection.
Loyalty Programs Tailored to Individuals
UX research aids in crafting loyalty programs tailored to individual shopping behaviors. Picture a loyalty program offering discounts on frequently purchased items or exclusive access to limited-edition releases, enhancing the sense of exclusivity.
A Guide to Conducting Customer Research
If you don't have existing customers or aren't sure about your target audience, you might need to go "in blind" to collect data.
Setting realistic goals is the first step. Success in consumer research involves clear goals and decomposing research questions.
The key lies in selecting the right methodology aligned with research goals.
Qualitative research shines when understanding audience preferences and pain points, while quantitative research leads when numbers are needed to validate insights.
Determining the Sample: Tribes and Beyond
Identifying the right sample is critical. Are you targeting specific tribes or broader segments?
Knowing your audience is pivotal for extracting meaningful insights.
While reaching the right voices may seem challenging, the internet streamlines the process.
Recruiting channels:
Panels: There are specific platforms designed to connect with potential respondents, such as Respondent and SurveyMonkey. They protect you and the respondent.
Social Media Groups and Chats: Post invitations to participate and observe who responds. This is an excellent option for researching a tribe or community; identify where they are concentrated on social media.
Narrow Criteria on Social Media Platforms like LinkedIn: If you have specific criteria, utilize filters on social media platforms like LinkedIn.
Network: Reach out to your network. As we all know, there's the famous "6 degrees of separation" rule.
Besides, do not forget to prepare some intentive for the respondent to increase motivation.
Analyzing the Data: From Numbers to Insights
The journey doesn't end with data collection. Analyzing data requires a meticulous approach, transforming raw numbers into actionable insights.
It's not just about understanding; it's about making the data speak the language of your marketing, product, and design teams.
Implementation: Turning Insights into Impact
Insights are valuable only when implemented. Collaborate with cross-functional teams to ensure your discoveries aren't lost in the data deluge.
Also, customizing offerings, building tailored rewards, and crafting personalized experiences are keys to growing loyalty and customer retention.
Conclusion:
In the fast-paced world of fashion marketing, trends come and go, but the one constant is the need to understand your customers. Consumer research is not just a nice-to-have; it's the lifeblood of your brand.
Frequently Asked Questions:
What processes can be improved by customer research?
Customer research can enhance various processes, including product development, marketing strategies, and customer service. By understanding customer preferences, brands can tailor their offerings, refine marketing messages, and address pain points in the customer journey.
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