Do High Street Fashion Brands All Share the Same Types of Customers?

Conference paper


Bennett, DR, Pérez-Bustamante Yábar, D and Clemente, M (2016). Do High Street Fashion Brands All Share the Same Types of Customers? Business in a Dynamic World conference. Limassol, Cyprus 15 - 17 Jan 2016
AuthorsBennett, DR, Pérez-Bustamante Yábar, D and Clemente, M
TypeConference paper
Abstract

It is widely thought that different brands appeal to different types of consumers and therefore countless segmentation studies are carried out. In practice however, little is known about who the customers for most brands actually are. Now, after a decade of research in FMCG categories has shown that in general the consumer profiles in developed competitive market categories differ little between brands, this study extends this research to examine consumer profiles in the high street fashion industry to see whether there are notable differences between brands in terms of the customers who buy them. Using Kantar Fashiontrack data (n=15,000) we compared the user profiles of fashion brands in the UK along demographic and psychographic dimensions. The data were categorized as ‘retail brands’ and we concentrate on the most popular category of retailing, women’s outerwear, purchased by women for themselves. The results are that the customers of most brands are little different from the customers of other brands at the high street retailer level. However, some brands do attain a level of customer differentiation, particularly those that differentiated by age. The brands that achieve this type of segmentation are those that are part of a brand portfolio owned by a company that uses individual brands to target different user groups. The key implication for marketing practitioners is that market segmentation using consumer characteristics will unnecessarily limit the vast potential that markets offer. Most brands would be better off with strategies that are not too narrowly focused, but that emphasize reaching as many category buyers as possible.

Keywordsconsumer profiles; segmentation; empirical generalisations
Year2016
Accepted author manuscript
License
File Access Level
Open
Publication dates
Print16 Jan 2016
Publication process dates
Deposited10 Aug 2016
Additional information

Conference organised by London South Bank University (LSBU), The British University in Egypt and the Cyprus Institute of Marketing.

Permalink -

https://openresearch.lsbu.ac.uk/item/87538

Download files


Accepted author manuscript
Fashion consumers for Cyprus.docx
License: CC BY 4.0
File access level: Open

  • 756
    total views
  • 278
    total downloads
  • 9
    views this month
  • 6
    downloads this month

Export as

Related outputs

How do entrepreneurs perform digital marketing across the customer journey? A review and discussion of the main uses
Bennett, D., Saura, JR and Barbosa, B (2022). How do entrepreneurs perform digital marketing across the customer journey? A review and discussion of the main uses. The Journal of Technology Transfer. https://doi.org/10.1007/s10961-022-09978-2
How persistent are duplication of purchase partitions
Anesbury, Z., Bennett, D. and Kennedy, R. (2021). How persistent are duplication of purchase partitions. Journal of Consumer Behaviour: an international research review. https://doi.org/10.1002/cb.1985
Teaching Marketing Science
Bennett, D. (2021). Teaching Marketing Science. in: Brennan, R. and Vos, L. (ed.) Elgar Guides to Teaching: Teaching Marketing UK Elgar.
How to extract meaningful Insights from UGC: A Knowledge-Based Method applied to Education
Bennett, D., Saura, J.R. and Reyes, A. (2019). How to extract meaningful Insights from UGC: A Knowledge-Based Method applied to Education. Applied Sciences. 9 (21), p. 4603. https://doi.org/10.3390/app9214603
What can we learn from ancient sales ledgers?
Bennett, D. and Rabiei, A. (2019). What can we learn from ancient sales ledgers? Australian & New Zealand Marketing Academy (ANZMAC 2019). Wellington, New Zealand 02 - 05 Dec 2019
Does Advertising campaign success in year 1 continue in year 2?
Bennett, D. and Berner, H. (2019). Does Advertising campaign success in year 1 continue in year 2? Australian & New Zealand Marketing Academy (ANZMAC 2019). Wellington, New Zealand 02 - 05 Dec 2019
Why include the BOP in your international marketing strategy
Nagy, M., Bennett, D. and Graham, C. (2019). Why include the BOP in your international marketing strategy. International Marketing Review. https://doi.org/10.1108/IMR-03-2019-0097
A Three-Stage method for Data Text Mining: Using UGC in BusinessIntelligence Analysis
Bennett, D and Saura Lacárcel, JR (2019). A Three-Stage method for Data Text Mining: Using UGC in BusinessIntelligence Analysis. Symmetry. 11 (4), p. 519. https://doi.org/10.3390/sym11040519
A Framework for Market Growth in Bottom-of-the-Pyramid (BOP) Markets
Nagy, M, Bennett, D and Graham, C (2019). A Framework for Market Growth in Bottom-of-the-Pyramid (BOP) Markets. EMAC 48th Annual Conference. Hamburg, Germany 28 - 31 May 2019
Think Category Not Brand to Break through at the Bottom-of-the-Pyramid (BOP)
Bennett, D, Nagy, M and Graham, C (2019). Think Category Not Brand to Break through at the Bottom-of-the-Pyramid (BOP). Academy of Marketing UK. London 02 - 04 Jul 2019
Work and Study Habits in the Interconnected Age: What It Means for Businesses of the Future
Bennett, DR, Pérez-Bustamante Yábar, D and Mercado-Idoeta, C (2015). Work and Study Habits in the Interconnected Age: What It Means for Businesses of the Future. in: Peris Ortiz, M (ed.) Education Tools for Entrepreneurship Springer. pp. 135-151
Pricing and Discounting
Bennett, DR, Scriven, J and Dunn, S (2017). Pricing and Discounting. in: Sharp, B (ed.) Marketing, Theory, Evidence, Practice Australia Oxford University Press (OUP). pp. 300-330
The Effects of Brand Portfolio Management on Brand Choice Behaviour
Henfrey, C, Graham, C and Bennett, DR (2018). The Effects of Brand Portfolio Management on Brand Choice Behaviour. Academy of Marketing Conference 2018. Stirling, Scotland, UK 02 - 05 Jul 2018 Academy of Marketing.
Loyalty Deviations and the Small Brand Syndrome.
Franke, K, Bennett, DR and Graham, C (2018). Loyalty Deviations and the Small Brand Syndrome. Australian & New Zealand Marketing Academy (ANZMAC 2018). Adelaide, Australia 03 - 05 Dec 2018
The effect of cumulative category and brand growth on competitive intensity.
Anesbury, Z, Graham, C and Bennett, DR (2018). The effect of cumulative category and brand growth on competitive intensity. Australian & New Zealand Marketing Academy (ANZMAC 2018). Adelaide, Australia 03 - 05 Dec 2018
University Incubators May Be Socially Valuable, but How Effective Are They? A Case Study on Business Incubators at Universities
Bennett, DR, Pérez-Bustamante Yábar, D and Saura, J-R (2017). University Incubators May Be Socially Valuable, but How Effective Are They? A Case Study on Business Incubators at Universities. in: Peris-Ortiz, M, Gomez, J, Merigo-Lindahl, J and Rueda-Armengot, C (ed.) Entrepreneurial Universities Exploring the Academic and Innovative Dimensions of Entrepreneurship in Higher Education Cham, Switzerland Springer. pp. 83-104
Brand Loyalty. Plus ça change...? Using the NBD-Dirichlet parameters to interpret long-term purchase incidence and brand choice.
Graham, C, Scriven, J and Bennett, DR (2012). Brand Loyalty. Plus ça change...? Using the NBD-Dirichlet parameters to interpret long-term purchase incidence and brand choice. International Marketing Trends Conference. Venice, Italy 19 - 21 Jan 2012 London South Bank University.
What long term measures can tell us about brand loyalty
Bennett, DR, Graham, C and Clemente, M (2017). What long term measures can tell us about brand loyalty. Academy of Marketing UK Conference. Hull 03 - 06 Jul 2017
Loyalty Deficits for Small Share Brands
Franke, K, Bennett, DR and Graham, C (2017). Loyalty Deficits for Small Share Brands. Academy of Marketing UK Conference. Hull 03 - 06 Jul 2017 London South Bank University.
Stochastic Modelling of Capital Goods Buying
Bennett, DR and Aston, H (2017). Stochastic Modelling of Capital Goods Buying. LSBU Researcher Poster Competition. London South Bank University 06 - 07 Jul 2017 London South Bank University.
Double Jeopardy - 50 years on. Reviving a forgotten tool that still predicts brand loyalty
Graham, C, Bennett, DR, Franke, K, Henfrey, C and Nagy-Hamada, M (2017). Double Jeopardy - 50 years on. Reviving a forgotten tool that still predicts brand loyalty. Australasian Marketing Journal. 25 (4), pp. 278-287. https://doi.org/10.1016/j.ausmj.2017.10.009
The Challenges for Smart Cities in the UK
Bennett, DR, Pérez-Bustamante Yábar, D and Medrano, ML (2016). The Challenges for Smart Cities in the UK. in: Peris-Ortiz, M, Bennett, D and Pérez-Bustamante Yábar, D (ed.) Sustainable Smart Cities: Creating Space for Technological, Social and Business Development Switzerland Springer.
Why buy the same brand twice?
Bennett, DR (2008). Why buy the same brand twice? LSBU Summer Research Conference 2008. London South Bank University, London 24 Jun 2008 London South Bank University.
An empirical study of industrial consumer buying behaviour: how airlines buy airplanes
Bennett, DR (2016). An empirical study of industrial consumer buying behaviour: how airlines buy airplanes. 45th Annual Conference of the European Marketing Academy (EMAC 2016). Oslo, Norway 24 - 27 May 2016
Market(ing) the small. How does marketing work for UK SMEs?
Barber, S, Bennett, DR and Graham, C (2016). Market(ing) the small. How does marketing work for UK SMEs? LSBU Summer School 2016. London 11 - 15 Jul 2016 London South Bank University.
Airplanes are like really big candy bars
Bennett, DR and Aston, H (2016). Airplanes are like really big candy bars. LSBU Research Summer School. London South Bank University, London 14 Jul 2016 London South Bank University.
Is a visual worth more than a thousand words? An investigation into brand engagement and social shopping on visual social media
Bennett, DR and Kunze, C (2016). Is a visual worth more than a thousand words? An investigation into brand engagement and social shopping on visual social media. XXIV AEDEM International Conference. Riseba University, Riga, Latvia 01 - 02 Sep 2016
FIERCE scent boosts mood and emotion to enhance brand assets
Bennett, DR, Graham, C and Basile, E (2015). FIERCE scent boosts mood and emotion to enhance brand assets. LSBU Research Summer School 2015. London South Bank University, London 07 Jul 2015 London South Bank University.
Omni-channel customer experience: An investigation into the use of digital technology in physical stores and its impact on the consumer's decision-making process
Bennett, DR and El Azhari, J (2015). Omni-channel customer experience: An investigation into the use of digital technology in physical stores and its impact on the consumer's decision-making process. XXIV AEDEM International Conference. London (United Kingdom) 01 - 02 Sep 2015 European Academy of Management and Business Economics (AEDEM).