Case Study: a womenswear retailer defines its target audience with Savanta

Fashion Brand Womenswear Retailer defines target audience with Savanta through 2-stage research

The womenswear retailer, a fashion brand, partnered with Savanta to define its target audience as part of a major brand refresh. The challenge was to understand the UK womenswear market, identify potential customer segments, and uncover fundamental details about their target customer's style and shopping behaviors to inform their largest campaign launch.

Savanta implemented a mixed-method approach, first conducting quantitative segmentation followed by in-home explorations with core segments. This solution provided the client with clearly defined audience segments and immersive materials like pen portraits and workshops. As a result, the retailer was able to narrow its target audience, make informed brand strategy decisions, and successfully engage stakeholders across the business.