An Introduction into
tailor-made customer journeys

Increase sales and loyalty by knowing your customers and therefore creating a better customer experience

The digital agency DELASOCIAL and the market research company Psyma partner as your best fitting consultants for a perfect customer journey.

We collected data on luxury fashion customers. Based on that, we developed this study to give you an overview about the behavior of luxury fashion customers and to show you how you can use this knowledge for your business.

Following topics are examined in this study:

  • Behavior of luxury fashion customers
  • Key steps along the customer journey
  • Measures to enhance the customer experience
  • Key success factors for the luxury fashion industry
  • The future of luxury fashion shopping

Did you know?

%

%

74% of the luxury fashion customers describe their purchase as spontaneous acquisition.

For 45% of the luxury Fashion CUSTOMERS the price is a trigger for a spontaneous purchase.

”I need to have the perfect outfit
for every occasion“

- fashion victim -

Where do your customers
get their information?

For fashion brands it is crucial to know, where and how your customers inform themselves. Our study shows how to make the best suited measures to achieve your marketing goals.

Info sources

 


Department stores
retailer website
brand store
brand website

55% of the customers under the age of 40 use social media regularly.

The age of social media

The Prada wearing devil is, as always, in the details. If we look at the customers under the age of 40, there is a clear trend towards social media. So hurry up and don‘t sleep on the digital social transformation.

”Every morning I browse through my
Instagram feed to get inspiration“

- fashion victim -

The times
they are a-changin‘

With the on-going digitalization stores will become showrooms. Online shopping will give the customer immediate rewards. Augmented reality will blur the line between online and offline world, creating a completely new experience.

Do you want to be prepared for the future of the luxury fashion industry?

We put you in your

customers' shoes

To help you understand your customer better,
we used different personas and created
corresponding customer experience maps.

Meet Petra

”the fashion victim“

AGE: 33 Years

LIKES: her dog, shopping

LEISURE: sports, going out

INTERESTS: trends, fashion

MEDIA: mostly online, always social media

”the fashion victim“

... to Consideration, Preference, Action, Loyalty ...
(you´ll find these steps in the WHITEPAPER)

from awareness ...... to Advocacy
customer
expectation
Get inspired.Inspire others.
doingChecks her Instagram feed.Posts a photo + text + tags of herself in outfit on Instagram.
thinking

Nice outfit, what brand is it?

Where can I get it?

This should get many likes. I look like a star. Hopefully the brand shares my post.
feelingGot inspired. But I need further information.
I am a brand ambassador.
moment
of truth
Got inspired by influencers‘ styles, not by the brand itself.
The brand on eye level. The brand setting the stage for users and forms influencers.

... to Consideration, Preference, Action, Loyalty ...
(you´ll find these steps in the WHITEPAPER)

MEET Martina

”the bargain seeker“

AGE: 45 YEARS

LIKES: READING, BARGAINS

LEISURE: JOGGING, MEETING WITH FRIENDS

INTERESTS: COOKING, FASHION

MEDIA: ONLINE AND OFFLINE, SOMETIMES SOCIAL MEDIA

”the bargain seeker“

... to Consideration, Preference, Action, Loyalty ...
(you´ll find these steps in the WHITEPAPER)

from awareness ...... to Advocacy
customer
expectation
Do not search, but find.Give valuable advice.
doingReceives a fashion brand newsletter with a nice garment.Leaves a review and a rating.
thinkingThe model wears a nice blouse, matching my wardrobe.I‘m happy, that the community values my advice.
feelingCould be mine, if the price suits me.I am strengthened in my decision.
moment
of truth
An appealing presentation. Fashion worn on a human
being guarantees the best impression of the fit and the fabric.
Social advice about quality and best price, reassuring others.

... to Consideration, Preference, Action, Loyalty ...
(you´ll find these steps in the WHITEPAPER)

Meet Philipp

”the offliner“

AGE: 51 Years

LIKES: quality, status symbols

LEISURE: exhibitions, restaurants

INTERESTS: culture, natural science

MEDIA: mostly offline, rarely social media

”the offliner“

... to Consideration, Preference, Action, Loyalty ...
(you´ll find these steps in the WHITEPAPER)

from awareness ...... to Advocacy
customer
expectation
See. Touch. Believe.Inspire friends.
doingSees an elegant and tasteful outfit in a store.Tells friends about the values and image of the brand.
thinkingI need a new outfit. This could be the one for me.I can identify with this brand
feelingI am inspired.I feel more confident in my style.
moment
of truth
The inspiration through relevant presentation of a look in the store.Confidence in style and knowledge about the brand evangelizing others.

... to Consideration, Preference, Action, Loyalty ...
(you´ll find these steps in the WHITEPAPER)

DELASOCIAL connects digital brand strategy with customer experience management along the customer journey. The result: An experience-orientated content marketing  approach.

www.delasocial.com

Psyma is one of the leading international market research providers. Specialists for ”understanding and explaining“ combine qualitative and quantitative methods for tailor-made solutions, resulting in actionable insights and recommendations. Our dedicated E-Business Competence Center supports the optimal execution of your digital strategies.

www.psyma.com