Clothing industry research for supporting local marketing and sales strategy

• Industry

  Clothing and footwear

• Geographical coverage

  Poland

• Client type

  Clothing retailer

• Delivery time

  10 weeks

Client's need

The client, an international clothing company operating on the Polish market, asked PMR to conduct an analysis in order to assist marketing and sales. The client's key requirement was to receive recommendations about adapting their international strategy to local conditions.

Our deliverables

PMR conducted comprehensive qualitative and quantitative studies, which included: 

• desk research analysis
• mobile eye-tracking in our client's shops
• 12 group interviews (FGI) with different target groups
• 12 assisted shoppings with both our client's customers as well as non-customers
• 1000 telephone interviews with Poles over the age of 18.

In-depth segmentation studies were also conducted as part of the research. You can find more on the methodology of psychographic segmentation at our website.

Value for the client

As a result of the research the client received a comprehensive research report as well as recommendations for optimizing the company's local strategy.

The findings considered previous research conducted by the client in other countries, which allowed for additional comparative analysis, especially in the case of segmentation studies.

Additional value was provided in the form of workshops with Polish and foreign board representatives and trade marketing representatives, where PMR's business recommendations were discussed.