Buying powerhouse and industry expert, Sarah Gale joined the business seminar line-up at Fashion Exposed today to discuss the topic of Customer Segmentation, how to define your customer? who is your cutsomer? and how to buy a mixed range around your customer type.
Gale’s top 5 tips from the seminar are;
1. Do a post-seasonal analysis review:
- Be objective
- Be open to sugggestions
- Be eager
- Be grateful for feedback
2. Buy for your segment
- % of each customer segment (cs)
- category % per customer segment
- price point per customer segment
- history of best and worst
- customer segment next progression
3. Build an optimal range
- customer segment and category plan
- range plans
- width vs depth
- option plans
- know your market
4. Identify new opportunities within the segment
- history
- gaps
opportunities
5. The Three E’s
- entice
- excite
- engage
We took five with Gale post-seminar to ask why it is so important to know your customer and to explain the three E’s.
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Read our chat with Sarah Gale on the crucial role of post-seasonal analysis at Fashion Exposed Online.
Hi Sarah
Unfortunately I did not make it to Melbourne but I always enjoying reading news and information from you.
I own a medium size boutique in Balmain Sydney, which is 18 months old. I am about to launch and online store/website. Given your recommendations above, in particular points 2 & 3, what reporting system would you recommend I use to give me the most thorough reports without doing this manually or as a guessing game.
With kind regards,
Analise