A contemporary/mid-tier fashion retailer wants to understand why better and more cutting-edge merchandise and increased advertising is failing to increase sales. Instead they find themselves losing customers to lower-tier mass market or mid-tier online-only retailers.
The client believes that better quality product and better customer service is a real differentiator in the marketplace. Every survey and interview-based research conducted points to exactly this, yet the company’s bottom line isn't showing any improvements.
MotivIndex's team of Social Scientists study thousands of consumers through Digital Ethnography to identify the unspoken motivations driving consumers to choose one type of retailer over the other. In particular, we pin point the portion of the market that is naturally drawn to the mid-tier. This portion of the market is made up of just under 30% of the consumer base. They all share the same unspoken motivation - they desperately want to appear richer than they really are. They want their identities to reflect a sense of financial and intellectual progress.
When they walk into a store (online or off), they don't just want products that are more chic, or that their wealthier friends are typically seen wearing. They want the knowledge that goes with it. This is critical to them being able to hold their own when in a conversation, whether it be about fashion, emerging styles, materials, stitching patterns and more.
This portion of the marketplace is increasingly less motivated to shop at outlet malls or lower-tier retailers because those products are worn by people in their existing social class. The clothes and the experiences they desire are the ones that elevate them, and allow them to feel a sense of movement and progress in their lives.
Using this information, the retailer revamps their stores, brings greater focus to the buying process, and the in-store layout. They also launch a fashion education program and collaborate with local designers to elevate the brand, educate consumers, and bring more of them to the store than ever before.