Customer segments

Customer segments

We have divided potential customers to four different segments, who will need to be approached differently in marketing. Next we have to decide the key message NOMO wants to send to each customer group.

    1.     Young women (20+)

    2.     Urban women (30+)

                       

    3.     Modern “mature” women

    4.     Trendy men

living in Stockholm (or elsewhere in Sweden), appreciates good fit in jeans, not necessarily with “standard” figure, modern, appreciates quality, into fashion? > ready to invest, middle-class or upper middle-class?

The Swedish customer in general:

“Having gotten used to making the most out of dressing for the Swedish weather and paired this knowledge with the practicality of Sweden’s fashion consumers (everything needs to be able to be washed in the washing machine, it shouldn’t cost too much, it should last a few seasons), Swedish fashion designers are well equipped for this new brave fashion world where we want to look fashionable all the time – yet still be presentable, professional and practical.”

-Daniel Björk, http://blogs.sweden.se/fashion/

“For all the talk about “Scandinavian cool” in the fashion circles (and of course, on this blog, too) – minimalist, utilitarian, limited colour palette, not-trying-too-hard – and the international success of labels that champion said looks, such as Acne, Cheap Monday and COS...”

-Sabrina Shim, http://blogs.sweden.se/fashion/