Objective: Our client is an International fashion retailing chain well established in Europe. Recognizing the great market potential in China, the client initiated its exploration into the Chinese market. A pilot store was very recently opened. The client wishes to conduct a consumer profiling research in order to better understand the local apparel market and the Chinese customer’s apparel shopping behavior. Also they intend to receive feedback on their brand concept and positioning, to further establish a benchmark for future evaluation of the store’s performance.

Methodology: Both quantitative and qualitative methods were utilized to explore the client’s existing clientele and potential target market segments.

Phase 1 Quantitative: With thorough understanding of the client’s objectives, Labbrand organized a public survey to collect first-hand data through direct interaction with the store visitors, including both purchasers and browsers. Over 400 surveys were completed on site by skilled interviewers during a one-week period. The data was analyzed using cross-tabulation to reveal the structure of the clientele and their apparel shopping behavior.

Phase 2 Qualitative: Based on the results from the quantitative phase, 2 focus groups were conducted to address the deeper needs of the customers and assess the store’s brand concept. Further mapping analysis was used to assess the store’s current market position.

Result: The study yielded invaluable information on the actual composition of the store’s clientele and obtained constructive ideas directly from the customers on crucial elements of the store’s positioning and product offering. The result triggers a change of business direction and focus from the client side and impacts directly the client’s marketing strategy for them to better adapt into the Chinese market.