Who is the core Nine by Savannah Miller consumer, how does she differ from other Debenhams consumers? Is she coming in store to buy or arriving on the mat by default?
Brand Name: Nine by Savannah Miller
Market Position and Target Customer.
Who is the core Nine by Savannah Miller consumer, how does she differ from other Debenhams consumers? Is she coming in store to buy or arriving on the mat by default?
What is she looking to buy in to at Nine? what does she expect from the collection?
What is her price sensitivity? Where else does she shop? Positioning grid. Your research will unlock her buying behaviours and her consumer profile.
What constitutes the Brand DNA? what aspects of the Brand resonate with consumers? How does the Primrose Hill effect manifest itself currently?
Where does she take her fashion references from? Is she active on Social media? Does she buy on-line?
What are her attitudes to refreshing her wardrobe? Is she interested in Colour in her wardrobe? How does she buy in to colour / print / muted / monochrome? What does newness mean to her?
What do they think about the quality offered? Pricing?
What does the consumer like/dislike about the collection? What is missing?
What fashion trends should the brand have embraced for S/S16? Make sure these are relevant to the consumer.
What are the critical factors of improvement across product & price to stimulate growth of the brand at Debenhams?
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