As a mature footwear & apparel company underwent international expansion, executives debated the size and scope of the brand's future opportunities in these key markets. In an effort to understand customer segmentation, L.E.K. Consulting was brought on to better understand the brand's core consumer and their purchasing behavior.
L.E.K. VP Andrew Rees and his team sought to redefine how the company viewed their customer. L.E.K. used a proven analytical approach combining online methodology and statistical clustering analysis to understand a broad base segmentation which allowed L.E.K. to distill the company's consumer into four key customer segments. As a result the client was able to recognize their core consumers more clearly and now have a solid foundation to build upon for the future.