Upload
others
View
5
Download
0
Embed Size (px)
Citation preview
FashionTribes
FashionTribes
Research
Method
Urban
Authorities
Insatiable
Intellectuals
Sustainable
Savants
Mobile
Monsters
Comfort
Creatures
FashionTribesGlobal
consumer
research
methodology
Markets Sample Method
U.S. I China I UK I
Germany I Italy
5,600 men & women I
ages 13-60 I
mixed method I U.S.
research community
Eastman Global Marketing Message Study
UrbanAuthorities
UrbanAuthorities
Eastman Global Marketing Message Study
Apparel
shopping
habits of the
global urban
authority tribe
Brand Loyal
59%stick to the same
brands of clothing
Co-Creators
78%more brand loyal for
clothing customization
Digital
53%get clothing
inspiration online
Physical
82%buy most clothing
in-store
Dissatisfied
45%hard to find clothes
to meet all needs
Flight Risk
43%prefer to spend on
non-clothing items
UrbanAuthorities
InsatiableIntellectuals
InsatiableIntellectuals
Eastman Global Marketing Message Study
Factors
very
important
in global
apparel
purchase
decisions
Comfort
Quality
Fit
Style
“Intellectuals” Others
Technologies
Material
93%
92%
91%
82%
78%
71%
56%
48%
59%
40%
29%
23%
InsatiableIntellectuals
Eastman Global Marketing Message Study
Apparel
shopping
habits of
the global
insatiable
intellectual
tribe +55%higher monthly
spend on clothes
57%inspired by sales
people in stores
89%willing to try
new technologies
90%willing to try
new fibers
InsatiableIntellectuals
ComfortCreatures
ComfortCreatures
Comfort
satisfaction
gap in apparel
among the
global comfort
creature tribe
Eastman Global Marketing Message Study
Percent saying comfort is very
important to their clothing purchases
Percent very satisfied with how
comfortable their clothing is
65 75
Italy
48 65
Germany
50 75
UK
57 64
China
68 83
US
ComfortCreatures
Definition of
comfortable
clothing
among the
global comfort
creature tribe
Eastman Global Marketing Message Study
Comfort
43%
Breathable
11%
Moves With You
8%
Softness
15%No Irritation
8%
Fit
17%
Not Tight
13%Makes You Feel Good
6%
ComfortCreatures
MobileMonsters
MobileMonstersApparel
shopping
habits of the
global mobile
monster tribestill buy clothing
in-store51%
research brand
environmental policies56%
offer loyalty for
custom style advice60%
love to try new &
different clothing styles72%
Eastman Global Marketing Message Study
MobileMonsters
SustainableSavants
SustainableSavantsSustainably-
minded U.S.
consumers’
opinions on
what makes
an apparel
item
sustainable
Eastman U.S. Sustainable Leader Consumer Community
InputsMaterials Durability End of Life Sourcing
19%70% 17% 17% 8%
SustainableSavantsSustainably-
minded U.S.
consumers
agreeing with
the following
statements
Eastman U.S. Sustainable Leader Consumer Community
hard to find apparel
with sustainable fibers66%
pay more for apparel
with sustainable fibers70%
avoid purchasing
harmful fibers79%
more loyal to brands
using sustainable fibers83%
SustainableSavantsWhere
sustainably-
minded U.S.
consumers
want apparel
brands to
provide
sustainability
information
Eastman U.S. Sustainable Leader Consumer Community
Hangtags
73%
Sales Associates
35%
TV/Digital Ads
32%
Brand Websites
55%Social Media
29%
Certifications
65%
Store Signage
42%Celebrities
12%
SustainableSavants
FashionTribes
FashionTribes
Customization
don’t be afraid to co-create with your customers I find
unique ways to solve fashion dilemmas
Digital & Physical
create one brand experience I leverage the best of both
world’s to simplify the shopping journey
Sustainable Journey
satisfy the needs of sustainable shoppers by highlighting
materials I use experience to bring other shoppers along
Comfort Gap
understand the meaning of comfort to your customer I
use fiber innovations to fill the gaps & tell those stories
FashionTribes