Usage and Attitude survey of wearers of fashion accessories
The principal aim of the survey was a comprehensive investigation of target groups of our client's brands and the efficiency of different marketing channels. The jewellery accessories manufacturer wanted to obtain information about the effectiveness of modern channels of marketing communication.
We organized focus group interviews (FGIs) with consumers from our client's target group. We analyzed the sources of our respondents' fashion inspirations, their knowledge and interest in fashion blogs. Additionally we conducted an analysis of the image of our client's brands as well as that of competing brands, and an analysis of jewellery accessories purchasing channels.
Value for the client
The Usage and Attitude (U&A) study let us define the target groups by habits and consumer behaviours regarding their use of products. We provided our client with useful information pertaining to most frequent purchasing models, sources of fashion inspirations, the strength of our client's brands and the potential of specific marketing communication channels. As a result, the client's marketing department was able to optimise marketing communication with current and potential customers.
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