{"id":2328,"date":"2023-06-16T22:04:18","date_gmt":"2023-06-16T22:04:18","guid":{"rendered":"https:\/\/afwme.com\/?p=2328"},"modified":"2023-06-16T22:13:17","modified_gmt":"2023-06-16T22:13:17","slug":"insights-on-how-to-profile-consumers-for-modern-fashion-brands","status":"publish","type":"post","link":"https:\/\/afwme.com\/?p=2328","title":{"rendered":"Insights On How To Profile Consumers For Modern Fashion Brands"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"2328\" class=\"elementor elementor-2328\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-ccf22aa elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"ccf22aa\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-9fe732b\" data-id=\"9fe732b\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-20b894e elementor-widget elementor-widget-text-editor\" data-id=\"20b894e\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.16.0 - 20-09-2023 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<h3><span style=\"font-weight: 400;\">Consumer profiling for brands has always been essential from shaping product development to how marketers communicate with the desired audience in the most creative, powerful and appealing way.<\/span><\/h3><p><span style=\"font-weight: 400;\">With the rise of technology and other mega global shifts in the past 3 to 5 years the way in which marketers target their preferred audience are way different than before! In the use of technology and smarter data tracking we get to be more precise than ever in profiling consumers, however this can also complicate and create multiple layers in understanding consumer behavior and the reasons why consumers make certain choices in the process of purchasing.<\/span><\/p><p><span style=\"font-weight: 400;\">Thanks to technology we can now determine that consumer profiles can be distinct in their characteristics but also over lap in common traits, buying habits and are led by many factors that eventually influence their trust and buying decisions of a particular brand.<\/span><\/p><p><span style=\"font-weight: 400;\">Although we live in interesting times and the understanding of marketing has evolved to become essential for any brand, we also realize the challenges that lay in having so much data and in understanding the new target audiences among Millennials and GenZ.<\/span><\/p><p><span style=\"font-weight: 400;\">What we do know for certain is that the five global mega shifts are a common thread between all consumers.<\/span><\/p><p><strong>Here are the five mega Global shifts influencing industries and consumer behavior<\/strong><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Shifting Economic power<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Population changes<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Technology<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Environmental shifts and pressure<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Changing values<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">Between 2011 and 2019 we saw consumer profiling change dramatically. In earlier years we understood that consumers were grouped into four global profiles with minimum segments.<\/span><\/p><p><span style=\"font-weight: 400;\">By 2013 we saw an increase to 7 global profiles segmented into 45 country level types and now thanks to technology we have 8 consumer profiling with 100 country level types!<\/span><\/p><p><span style=\"font-weight: 400;\">The precision in profiling consumers has advanced dramatically and how we segment has also changed.<\/span><\/p><h3><span style=\"font-weight: 400;\">Old methods of segmenting consumer profiles may give a skewed view on their daily habits and long-term lifestyle choices.<\/span><\/h3><p><strong>Old methods include<\/strong><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Grouping consumers solely by demographics<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Basing their buying behaviors and decision making by using vague and generalized data<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Cultural generalization<\/span><\/li><\/ul><p><strong>New methods include<\/strong><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Looking beyond standard demographics and profiling<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Using technology to evaluate distinct personality traits and behavioral patterns at both global and country level<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Tracking lifestyle choices based on personal preferences over cultural generalizations<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Looking at technology influences and mega trend shifts<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Looking at technology in evaluating consumer response<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Tracking the common patterns between consumers in various parts of the world. (connecting factors)<\/span><\/li><\/ul><h3><span style=\"font-weight: 400;\">By using technology to find the common patterns between consumers we know that<\/span><\/h3><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Consumer profiles can hold common or same values in their purchasing choices despite where they are located in the world<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Share common interests in lifestyle choices<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Characteristics can overlap and are not exclusive when profiling<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Profiling can become more complex with a mix of multiple layers of influence<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Segments may alter and contradict depending on mega global shifts at any given time period.<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">Although it may seem that traditional methods are completely out the window, segmenting consumers still remains important.<\/span><\/p><h3>Segmenting still remains essential in<\/h3><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Helping us evaluate the changes in habits and attitude of consumers, however the timing in tracking this has become a lot quicker.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Segmenting also helps us to know what consumers want and need as quickly and efficiently as possible.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">It also helps us evaluate the variations of consumers even within the same demographics.<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">It must be noted that these days multiple types of consumer profiles can exist within the same demographics. Consumers may share the same cultural backgrounds and even buying power but have different values and consumer patterns. Ultimately their life style choice plays a role in their decision-making process.<\/span><\/p><p><span style=\"font-weight: 400;\">If you would like more insight into the 8 different consumer profiles and country level segmenting, get in touch with us and we can definitely connect the right consumer insight for your fashion brand.<\/span><\/p><p>\u00a0<\/p><p><span style=\"font-weight: 400;\">A<\/span><span style=\"font-weight: 400;\">rticle written by Africa Fashion Week Middle East founder<\/span><\/p><p><span style=\"font-weight: 400;\">Badrriya Henry<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Consumer profiling for brands has always been essential from shaping product development to how marketers communicate with the desired audience in the most creative, powerful and appealing way. With the rise of technology and other mega global shifts in the past 3 to 5 years the way in which marketers target their preferred audience are [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}}},"categories":[1],"tags":[],"uagb_featured_image_src":{"full":false,"thumbnail":false,"medium":false,"medium_large":false,"large":false,"1536x1536":false,"2048x2048":false},"uagb_author_info":{"display_name":"developer","author_link":"https:\/\/afwme.com\/?author=1"},"uagb_comment_info":0,"uagb_excerpt":"Consumer profiling for brands has always been essential from shaping product development to how marketers communicate with the desired audience in the most creative, powerful and appealing way. With the rise of technology and other mega global shifts in the past 3 to 5 years the way in which marketers target their preferred audience are&hellip;","_links":{"self":[{"href":"https:\/\/afwme.com\/index.php?rest_route=\/wp\/v2\/posts\/2328"}],"collection":[{"href":"https:\/\/afwme.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/afwme.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/afwme.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/afwme.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=2328"}],"version-history":[{"count":7,"href":"https:\/\/afwme.com\/index.php?rest_route=\/wp\/v2\/posts\/2328\/revisions"}],"predecessor-version":[{"id":2343,"href":"https:\/\/afwme.com\/index.php?rest_route=\/wp\/v2\/posts\/2328\/revisions\/2343"}],"wp:attachment":[{"href":"https:\/\/afwme.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=2328"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/afwme.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=2328"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/afwme.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=2328"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}