Page 6 - BrandBookDSM_EN
P. 6
CUSTOMER SEGMENTS
Canadian
women fall
into 4 main
segments.
Groups of consumers
who share similar FASHION
attitudes, behaviours, and ENGAGED
socio-demographic traits.
They are passionate
about fashion and use
what they wear to express
who they are.
FASHION BUDGET–MINDED BALANCE–DRIVEN
DISENGAGED
They shop on a budget, They shop for pleasure and
They are disinterested either because it’s they understand trends,
in fashion and do not financially necessary or yet they don’t seek status.
engage with trends. because they are frugal. They tend to choose a
Their clothes are style that is comfortable
primarily about function. and versatile.
REITMANS BRAND BOOK 06 CONFIDENTIAL DOCUMENT. DO NOT SHARE OR TRANSFER. FOR INTERNAL USE ONLY.
