Creation & development of core customer profiles for all B&M Marketing & PR

2. Target Customer Profiles
Version: 12 December 2014

3. Index
Womenswear Key customer Segments
Sophie
Jill
Lizzy
Sarah
Lisa
Menswear Key Customer Segments
Rob
Andy
Matt
Mick
Jason
James
Oliver
Target Brand Matrix

4. Sophie
Quality & Experience Segment
Worth $2.7bn
1.5million women
Average Age 40
Works PT, Mum, more of a DS & Specialty
Store Shopper. Gen X
Target SOW – 13%
on basics, briefs & Active
Objective – Grow / Attract
Key Focus – Casual & Smart Casual,
Work , Footwear & Bras
Jill
Classis Style Segment
Worth $1.5bn
2.0million women
Average Age 55
Works PT / semi retired , Baby Boomer
Target SOW – 18%
on Apparel, basics, accessories
Objective – Maintain / Grow
Key Focus – Footwear & Smart
Casual
Maintain Attract
Lisa
Purely Practical
Worth $0.6bn
1.6million women
Avg Age 47
Low income household,
regional based, skew bigger
sizes
Target SOW – 18%
Maintain
Key Focus – Essentials,
casual
Work , Footwear & Bras
– Footwear & Smart
Izzy
Savvy Fashionista
Worth $2bn
1.4 million women
Avg Age 26
Target SOW – 13%
Objective Attract
YOUTH Target
Key focus – Casual / Smart Casual /
Footwear
Source:
Women's
Study
n
=
4034,
Target
Australia,
September
2012
Maintain
Sarah
Seeking My Fit Segment
Worth $1.1bn
1.3milllion women
Avg Age 48
Typically Plus Size – 60% over
size 14
Target SOW – 17%
Maintain & Grow
Focus - Apparel & Footwear
Key Customer Segments

5. Loves to
Exercise
Sophie
40
17%Women
30%Spend
Loves Food,
Entertaining &
Hosting Dinner
Parties
Style =
Understated
Elegance
Loves to
Shop
Womenswear Primary Customer Profile: Sophie
• Sophie lives in a nice suburb,
where she enjoys renovating
and transforming her house
into a home.
• She is married to James and
has two children, Ava (6) and
William (8).
• She works four days a week
as a P.A. and juggles life like
everyone else.
• She describes her style
as “understated elegance”;
she loves shopping and
getting looked after by
the shop assistants.
• She likes to look good and
keep up to date with the
latest fashion so chooses
brands not because she is a
brand snob, but because she
sees them as a sign of quality,
which is important to her.
• She is driven by quality and
style rather than price.

6. Jill
55
22%Women
16%Spend
Enjoys
Dining Out &
Hosting Dinner
Parties
Style =
Understated
Elegance
Loves
the Time to
Shop
Likes
Walking
Gardening
Reading
Style =
Classic &
Simple
Womenswear Primary Customer Profile: Jill
• Jill is Semi-retired working
a couple of days at the local
pool to keep her mind active.
• She is in her in her mid-fifties
and lives with her husband in
the outer suburbs.
• She loves to start the day with
walking the dog, and if not
working she is in the garden.
• She loves to browse the shops
when she gets the chance but
has a few shops that she tends
to stick to.
• Jill wants timeless classic
pieces, she doesn’t live by
the latest trends or dress for
attention and prefers the ‘safe’
options. Jill is always looking
for versatility in her clothing
– items that she can wear
across multiple occasions.
• She prefers quality over
quantity and price.
• Jill likes to wear clothes that
make her feel comfortable
and so relies on brands and
stores she can trust.

7. Izzy
26
16%Women
21%Spend
Goes Out
to Dinner &
After Work
Drinks
Lives
in an
Apartment
Style =
Eclectic
Loves
to
Excercise
Loves
to
Shop
Loves
Social Media
Celebs
Womenswear Primary Customer Profile: Izzy
Izzy, 26
• Single, lives with her girlfriend Katy
in Brunswick East
• Works as a Legal Secretary at
a Law Firm in Melbourne CBD
Style – Eclectic
“ I love thinking of exciting ways to mix up the
seasons fashion with a great bargain I found
online or whilst shopping with the girls. I don’t
care about the brands as long as it comes
together to give me the right look. I need to
get the look on a budget so I am very price
conscious.”

8. Sarah
48
??%Women
??%Spend
Watches
Reality TV
Biggest Loser, MKR
Sunrise & News
Style =
Comfortable,
Practical,
Simple
Favoured
Brands
Listens
to Pop &
Easy Listening
Music
Style =
Uncomplicated
Not figure hugging
but thoughtful
for my shape
Likes
Casual Dining
Reading
Watching TV
Romantic Comedies
Scrapbooking
Womenswear Customer Profile: Plus Size Sarah
• Meet Sarah, average age 48,
university educated, married
with older children still living
at home in the outer suburbs
and working part-time.
• Sarah finds shopping difficult
and disappointing.
She seeks comfort over brand
and quality and is very price
sensitive.
• She wants to find something
that helps her hide her body
shape as she is a big lady but
also flatter her body – so
items that are adjustable are
very attractive to her.
• Sarah is constantly browsing
and tends to be impulsive
when she find something
she likes and that fits
– often buying multiples
when she does
• She struggles with styling
ideas but prefers to shop on
her own. She use catalogues
and in store displays for
inspiration

9. Listens
to Rock or
Country Music
Lisa
47
18%Women
7%Spend
Watches
Reality TV
Biggest Loser, MKR
Sunrise & News
Favoured
Brands
Likes
Watching TV
Walking
Style =
Comfortable,
Practical,
Simple
Drives
Holden
Commodore,
Toyota Camry or
Mazda 3
Womenswear Purely Practical Customer Profile: Lisa
• Meet Lisa, high school
educated, living in the outer
suburbs with her husband
and older children.
Her average household
income is $59k.
• She shops infrequently,
preferring DDS – Kmart
and Big W and tends to
be a mission shopper.
• Lisa is influenced by
catalogues, in-store displays
and loyalty clubs.
• Her choices are driven
by price, convenience,
comfort, easy care and
one stop shopping.
• She is not fussed about
brands and trends, just needs
something that does the job
and is easy to look after
• She only buys new clothes
when the ones she has are
worn out and knows exactly
what items she needs before
she heads out.
• Lisa finds it difficult to find
clothes that fit and comfort
is the most important thing
to her.

10. H2
FY15
Menswear
Strategy
Overview
Customer
Bubble
NB:
Size
of
bubble
represent
size
of
what
each
customer
segment
is
worth

11. Rob
50-59
17%Men
14%Spend
Enjoys
Golf
Style =
Mainstream
Style =
Classic
not Trendy
Listens
to Rock
Watches
Free View
TV
No
Stand Out
Brands
Menswear Primary Customer Profile: Habitual
• Rob is aged 50-59,
average sized and has a
high household income
($80K-$120K).
• Rob knows exactly what he
wants and generally sticks
to stores and brands that he
knows.
• He likes to look nice, has
a classic style that works
for him that he sticks to.
Occasionally Rob likes
to wear different colours
but mostly prefers dark or
traditional colours.
He is influenced by what
other people are wearing
out and about/on the street
and EDMs.
• Rob keeps an eye out for
sales and specials offers,
usually from within his
favoured selected stores.
He spends less than the
average on clothing per year.

12. Andy
40+
21%Men
11%Spend
Enjoys
Watching
ABC News
Sports
Style =
Individual
Practical
Likes
Op-Shopping
Bargain
Hunting
Style =
Conservative
Comfortable
Simple
Loves
Fishing
Country &
Folk Music
Menswear ‘Maintain’ Customer Profile: Bargain Seeker
• Andy is a blue collar
empty-nester with a
lower than average
household income.
• He is a big bloke, forty plus,
living in a regional area.
• He loves a bargain and
is influenced by store
catalogues and loyalty clubs.
• Andy doesn’t like the effort
required to try on clothes
and shoes and gets frustrated
by lack of affordability.
• He is always price conscious.
• Andy likes to wear reasonably
conservative clothes that
make him feel comfortable
and doesn’t folllow trends.

13. Matt
<29
15%Men
17%Spend
Visits
the Cinema
No Standout
Sports
Style =
Adventurous
Fun, Unique
Style =
On Trend
Creative
Sexy
Listens
to House
Trance
Nike
Menswear Primary Customer Profile: Status Seeker
• Matt is in his 20s and is a
metropolitain dweller.
• He is a SINK or has a young
family and if not in the
workforce, he’s studying.
• Matt is an early adopter
within the fashion world
and is a big online spender
rather than ‘going shopping’
and exhibits a higher annual
spend on clothing than
average.
• His clothing is a signal to
others of his place in society
and it’s important that he
chooses brands that are
‘permissable’ to peers.
• Matt is influenced by what
peers and celebities are
wearing. Also by TV shows,
magazine articles, search
engines, and online reviews/
blogs.

14. Mick
50+
16%Men
11%Spend
Style =
Uncomplicated
Messy
Style =
Practical
Comfortable
Simple
Loves
Watching
Cricket, AFL,
Rugby,
Bowls
Enjoys
Classical,
Country,
Folk
Likes
Good Quality
& Comfort
Menswear ‘Maintain’ Customer Profile: Comfort & Convenience
• Mick is a retired empty-
nester with a lower than
average household income.
• He is uncomplicated,
fifty plus and lives in
a regional area.
• Mick browses the catalogues
and is always looking at
loyalty programs and
looks forward to getting
recomdations from his mates.
• He rarely bothers to
shop around, preferring a
convenient location, going
straight to what he needs
in order to get in and out.
• He is frustrated by slow or
absent service, inconsistent
sizing and lack of availablity
in his size.
• Mick is not into fashion,
shopping mainly when
his partner ‘suggests’ it is
necessary.
• He opts for good quality
items that are long lasting,
well fitted, comfortable and
easy to look after.

15. Jason
<39
14%Men
22%Spend
Style =
Stylish, Fun,
Sporty, Sexy,
Adventurous
Style =
On-trend,
Masculine,
Fashionable
Loves
Tennis,
Soccer,
Cinema
Listens
Pop, Hip Hop,
Soul, Techno,
House
Style =
Adventurous,
Unique,
Creative
Watches
The Walking Dead,
The Simpsons,
AFL
Menswear ‘Attract‘ Customer Profile: My Style
• Jason is under 39, single
or partnered with no
children, lives in the metro
area with a high household
income (80K+) but low
assets (<$100K).
• He is a white collar worker,
university educated or still
studying.
• Jason is a heavy online user
and an early adopter of new
fashion trends; fashion and
style are more important to
him than brands and he likes
to stand out from the crowd.
• He is influenced by
online reviews, blogs and
advertising, as well as what
celebrities and sports stars
are wearing.
• He knows what he wants
and likes to have fun with
fashion and expresses
himself through his clothing.
• Jason mixes and matches
his favourite brands with
other pieces – doesn’t
mind admitting to a DDS or
op-shop find.

16. James
39
17%Men
24%Spend
Enjoys
Horse Racing,
Swimming,
Tennis
Style =
Sophisticated
Fashionable
Style =
Masculine,
Stylish,
Classic
Listens
Classical,
Soul,
Radio
Enjoys
Shopping
City Centre
or Online
Menswear ‘Attract’ Customer Profile: Quality & Style
• James is of medium size and
height, a full time worker
with a high income (120K+)
and assets in excess of 500k.
• He lives in a DINK household
and and doesn’t consider
price when shopping – he
enjoys shopping somewhere
nice for high quality
menswear.
• He’ll do research online,
read the press and listen to
the radio more than average
and shops online as well as
the city centre.
• James enjoys shopping
and selects brands for their
perceived quality, not as a
status symbol – he’s not a
trend chaser.
• James is influenced by
in-store displays and likely to
impulse buy but is frustrated
by poor service and limited
choices.

17. 35%
are Empty Nesters
29%
less than
a high school
education
48is the average age
of obese men
He likes...
INFLUENCERS
CATALOGUES
IN-STORE
DISPLAYS
MARKET LEADER
21%
Brand Preference/
Target 18%
DRIVER OF
STORE CHOICE
Clothes that Fit Well
Good
Range of Sizes
Oliver
40+ Market Spend $440m
Target Spend $92m
(20% Share of Wallet)
$
490average spend on
clothing per year
23%
<30 HH Income
42%
live in regional
Australia
OCCASION BEING SPENT ON
TOP5
CATEGORIES
PURCHASED
1 UNDERWEAR
PENETRATION
83%
2 SOCKS 75%
3 CASUAL SHIRTS 73%
4 CASUAL T-SHIRTS 61%
5 SHORTS 57%
CHANNEL
DRIVERS
COMFORT
CONVENIENCE
PRICE
❝I tend to
stick to 1 or 2 stores
where I can buy
the right sizes❞
❝Find the choice
of larger clothes
really disappointing❞
❝I find it hard
to find clothes
that fit me
properly❞
ATTITUDES
❝I regularly find
clothes I like
but not in my size❞
❝I prefer to buy from
stores that stock
larger sizes only❞
❝Has an area specifically
dedicated to clothing
in larger sizes❞
41%
51%
43%
68%
54%
57%
More likely
than average to
watch pay TV at
home frequently
Menswear Customer Profile: Plus Size Oliver
• Oliver is an older empty-nester
with a lower than average
household income and lives in a
regional area.
• Finds it difficult to find clothes
that fit well and generally sticks
to 1 or 2 store where he can buy
the right sizes.
• He dresses conservatively and for
him comfortable and easy care
items are more important than
looking fashionable.
• Oliver is influenced by catalogues
and in-store displays and knows
exactly what he is after prior to
going shopping.