Segmentation Analysis & Strategy For An Apparel Company

Challenge

• A major Canadian apparel manufacturer sought to double their revenues from $100MM within 5 years
• They needed to better understand their customer and prospect base, and market to their customer segments most effectively

Solution

• Mezzanine conducted qualitative and quantitative research to understand the customers’ characteristics, needs, and priorities
• Interviews were conducted with current and lost clients and prospects to understand their perspectives
• Almost 1,000 industry participants in Canada and the United States were surveyed to inform the client’s segmentation strategy

Result

• Mezzanine identified eight market segments and developed marketing strategies for the segments with the highest potential
• Mezzanine advised the client how to implement the marketing, sales, service, and infrastructure changes needed to integrate the segmentation approach