Overview:
A British luxury fashion brand wanted to know more about their customers as they were getting ready for an international expansion. To their surprise, Starcount’s data revealed their current customer base was older than they originally thought. They soon realised they needed to gain a better understanding of their younger customers in order to grow this demographic.
The Challenge:
- Understand the different customer segments to inform brand and content marketing strategies to attract new customers internationally.
- Identify key potential customers in Japan who would be interested in the brands expansion into the market.
Objectives and Approach:
The brands customer data was matched to Starcount’s social data and showed some differences in the actual customer profile and the hypothesised customer profile. With a desire to attract younger audience demographics, we were able to pull insights on their younger audiences. Our data showed why this demographic shopped with the brand and what their relationship was to luxury fashion as a whole.
The British luxury fashion brand were also launching a pop-up store in Tokyo and used Starcount data to launch an acquisition marketing plan, which would target relevant audiences in the market. Our data was able to locate anyone engaging with the brand on social who lived in Japan as well as identify competitor shoppers who showed an affinity to British brands and a love of British culture. We then profiled these Japanese customers to provide insights to support the launch of the new store.
Results:
- The tickets for their pop-up launch in Japan sold out.
- We uncovered 38 million high potential customers for acquisition
- Our mindset segments fueled their CRM communications and optimisations of paid social and digital targeting.
- They achieved growth in luxury fashion international consumers by 6 times
