DSW Consumer Segmentation

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Group project on consumer segmentation for Designer Shoe Warehouse.

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  • Also focusing on reaching customers via: Cross channel Mobile International
  • DSW Consumer Segmentation

    1. 1. Designer Shoe Warehouse (DSW) Consumer Segmentation Emily Barr Devinne Kelly Kate Blickenstaff Rachel Roman Kristen Falencki
    2. 2. OVERVIEW July 1991- Officially incorporated July 2005- IPO under ticker symbol „DSW‟ Branded footwear and accessories retailer2
    3. 3. OVERVIEW Focus (mission statement): • Distinctive shopping experience • Satisfies rational and emotional needs • Vast, exciting assortment • In-season styles • Convenience and value • Recent advertising campaign: • “It‟s where you get those shoes.” • DSW Fall 2011 Commercial3
    4. 4. PRIMARY CONSUMERS General Consumer Characteristics • High quality products • Value-seeking • Love to shop • Fashion conscious • DSW rewards • Fiscal year 2010 • 90% of sales came from rewards members4
    5. 5. CONSUMER PROFILE TRANSFORMATION Remained Loyal to Original Target Market Economic New product Factors (Recent categories downturn)5
    6. 6. CONSUMER PROFILE TRANSFORMATIONTwo factors impacting consumer profile:(1) Economic downturn  “Trade-in customers”  Increase in awareness among the significantly affluent  Inventory increases to luxury brands(2) Introduction of new product categories6
    7. 7. CONSUMER PROFILE TRANSFORMATIONTwo factors impacting consumer profile:(1) Economic downturn(2) Introduction of new product categories • Kids‟ shoes • Private label merchandise7
    8. 8. CONSUMER SEGMENTATION STRATEGYConsumer Insights: Segmentation Strategy8
    9. 9. CONSUMER SEGMENTATION STRATEGY (Continued) Social Consumer Characteristics • Brand Strategy: Mixing luxury with bargain pricing • High-end labels • Fashion and status are important • Celebrity influence Cultural Consumer Characteristics • Brand Strategy: Mixing luxury with bargain pricing • Economic downturn • Increases in discount shopping • Balancing fashion and budgeting9
    10. 10. CONSUMER SEGMENTATION STRATEGY (Continued) Personal Consumer Characteristics • Brand Strategy: Mixing luxury with bargain pricing • Internal rewards • Stretching a dollar and bargain-hunting • Setting a family standard10
    11. 11. COMPARING CONSUMER PROFILES: DSW VS. COMPETITORS Similarities DifferencesShopping approach Vast quantity and assortmentProvide value and fashionable styles Organized and cleanZappos:same niche/focus Test Stage11
    12. 12. COMPARING CONSUMER PROFILES: DSW VS. COMPETITORS12
    13. 13. OVERLOOKED CONSUMER SEGMENTS Growth Opportunities 6%“The product assortment of each 13% Womensstore is dependent upon the Mensdemographics of the retail store 15%location” (DSW 10K, 2010). 66% Athletics Accessories Potentially missing consumer segments Main consumer segment focus Implementation of new product categories13
    14. 14. Thank You14

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