2008 Segmentation Booklet ECCO Consumer Profile Draft 23.09.08
Need: To Have Materialism, Price Orientation 2008 Segmentation Dreamers Homebodies Settled Adventurers Rational-Realists Open-minded Organics Demanding Need: To Be Postmaterialism, Quality Orientation
FORMAL CASUAL Brand Architecture TREND MODERN CLASSIC BASIC TREND MODERN CLASSIC BASIC OPEN-MINDED ADVENTURERS RASTIONAL - REALISTS / ORGANICS DEMANDING SETTLED OPEN-MINDED ADVENTURERS RESTIONAL - REALISTS / ORGANICS DEMANDING SETTLED Total Market Value 37,513,063,388 Total Market Volume 1,027,024,692 Value ( ) Share of population Male Female Total Total % Adventurers 4,041,264,165 1,885,938,355 5,927,202,520 15.80% Open-minded 1,309,197,106 3,199,883,788 4,509,080,894 12.00% Organics 444,313,039 609,957,115 1,054,270,154 2.80% Rational-realists 456,615,120 347,871,027 804,486,147 2.10% Demanding 622,725,375 1,152,263,644 1,774,989,019 4.70% Total 6,874,114,805 7,195,913,929 14,070,028,734 37.50% Volume (pairs) Share of population Male Female Total Total % Adventurers 58,867,871 30,021,595 88,889,466 8.70% Open-minded 17,708,695 55,280,006 72,988,701 7.10% Organics 5,986,818 9,936,893 15,923,711 1.60% Rational-realists 6,201,903 5,484,381 11,686,284 1.10% Demanding 7,770,475 20,583,119 28,353,594 2.80% Total 96,535,762 121,305,994 217,841,756 21%
Values Life waits to be discovered Individuality: being different from others, authenticity, self-reliance Searching for intellectual enrichment: ambitious; curiosity, creativity, learning, wisdom, knowledge, fulfilling work, being enterprising Cosmopolitan and humanitarian way of thinking: open-minded, international, freedom, cosmopolitan, social tolerance, social responsibility Enjoying life: a varied life, excitement, adventure, being youthful, looking good, sex, having fun, health and fitness, enduring love, friendship Beauty and seeking beauty in arts, living, nature Social-ethical responsibility: preserving the environment, being in tune with nature Demographics Full-time students and young singles under 40 years White collar or executives/ professionals High education level High income Attitude towards shoes Price plays a minor role if a pair of shoes is really liked Preference of shoes showing the latest fashion trends Shape/design and color But also fit and material are important aspects for everyday shoes Retail outlet and consumption Brand Architecture: Trend Consumer group: Open-minded Lifestyle Music, movies/films Arts and culture (i.e. theater, dance), cultures around the world Exploration of the world, adventure, traveling Go to a museum or art exhibit Reading books and magazines: business, lifestyle and design Personal appearance/fashion/beauty Wellness / fitness / body concious Internet or World Wide Web Science, knowledge, intellectual enrichment Online and window shopping Service and advice when needed Well-informed sales personnel if required Specialty stores, department stores Shopping centers, high end or new malls Special mail-order catalogues Out-of-home entertainment Appearance/new design/new merchandising Designed shops/shops with individuality Ideas to improve and grading up : design, products, style Electronics/computers/technology Food /cooking: cuisine art, new trends or international cuisine
Online Open-minded Personal appearance/ fashion/beauty Science A varied life Creativity Self-development New Design Excitement Arts and culture Creativity Cultures around the world Individuality Share of population Sweden male 11% female 25% China male 17% female 34% USA male 9% female 15% Travel Poland male 7% female 24% Internationalism Exploration, adventure UK male 10% female 22% NL male 7% female 17% Germany male 9% female 17%
Open-minded Country Share of population Spending in ECCO relevant market ECCO purchase within the past year Brand Strength (BPI) Gender Male Female Male Female Male Female Male Female Sweden 11% 25% 131 131 118 111 103 97 China 17% 34% 192 110 211 101 109 100 USA 9% 15% 139 243 76 339 95 107 Poland 7% 24% 261 196 378 141 111 105 United Kingdom 10% 22% 135 124 121 120 78 98 Netherlands 7% 17% 126 141 93 40 98 91 Germany 9% 17% 187 146 Consumer segment Volume (pairs) Value ( ) Male Female Total vol. Total% Male Female Total val. Total% Open-minded 17,708,695 55,280,006 72,988,701 7.10% 1,309,197,106 3,199,883,788 4,509,080,894 12.00%
Values Life means to assume an obligation Sustainability and with long term view Religious and traditional foothold: faith, respecting ancestors, tradition,respect Spirituality, enduring love Strong social-ethical consciousness: social tolerance,social responsibility, freedom and piece, entrepreneurship Intellectual enrichment: learning, wisdom, knowledge, preserving, power, curiosity Upright and disciplined personality: reliability, honesty, duty, working hard, stable personal relationships, self-reliance, modesty Participate and cooperate Rules and reliable regulations Lifestyle Life with moral principles Cultural life with a sense of duty Going to theaters, concerts, exhibitions Interested in politics and government Information / knowledge seeking and sharing Understatement and elegance Demanding for quality and contentl Active as member of a club or association Travel a lot Health and fitness to guarantee hard work Demographics Families, often empty nesters, retired, older singles 55 years plus Executives / professionals Very high education level Medium to high income Attitude towards shoes Shoes must be convenient and comfortable Price plays a minor role Fashion trends are neglected No acceptance of a loss of comfort in favor of a trendy design Fit and material are important aspects for everyday shoes Comfort mainly stands for shock absorption and arch support Retail outlet and consumption Specialized stores with experienced personnel Qualified personnel is expected Chain stores Mail-order catalogue and TV shopping channels Demanding good quality and style Quality instead of quantity Don t look for the best price but for the reliable quality Wellness/fitness/health Ideas to improve and decorate the home Food /cooking at home Interest in how to save or invest money Systematically try to understand and analyze the world they live in Brand Architecture: Classic Consumer group: Demanding
Respecting ancestors Demanding Arts and culture Honesty Cultures around the world Science Religion Share of population Knowledge and history Sweden male 8% female 13% Ambition Politics and government Helpfullness China male 18% female 12% USA male 10% female 25% Poland male 5% female 9% UK male 12% female 15% Learning Environmental issues Internationalism Authenticity NL male 7% female 14% Germany male 9% female 15%
Demanding Country Share of population Spending in ECCO relevant market ECCO purchase within the past year Brand Strength (BPI) Gender Male Female Male Female Male Female Male Female Sweden 8% 13% 85 92 78 123 98 105 China 18% 12% 44 62 58 61 101 95 USA 10% 25% 71 73 107 134 69 113 Poland 5% 9% 66 46 80 132 106 111 United Kingdom 12% 15% 69 73 0 180 114 114 Netherlands 7% 14% 80 101 74 175 108 101 Germany 9% 15% 119 139 Consumer segment Volume (pairs) Value ( ) Male Female Total vol. Total% Male Female Total val. Total% Demanding 7,770,475 20,583,119 28,353,594 2.80% 622,725,375 1,152,263,644 1,774,989,019 4.70%
Values Life shall be possible in the future Hard work with respect for the nature and the society: being in tune with nature, working for the welfare of society (social responsibility, but also ambitious, with power duty, thrift, worth living Intellectual enrichment: fulfilling work, knowledge, curiosity, learning Belief in science and research Non-conformistic / own view of life Cocooning: keeping their culture free from outside influences (cultural purity) Optimizing their life (time and money, quality) Demographics Couples with older children, empty nesters Between 40-70 years Executive / professionals High education level High/higher income Attitude towards shoes Shoes must be convenient and comfortable Prefer to have less choice of different styles Recommendation is an important aspect Comfort stands for light weight and a good foot climate Brand Architecture: Modern Consumer group: Rational-realists Lifestyle Rational and realistic Serious and ambitious No dictates, but reliable rules Critical and appraising, information seeking, intellectual Trying to find a balance between work and family / private life Interested in politics and government Watching and participating in sports Listen to music, reading books Nature and outdoor activities Cultures around the world Fitness and health Retail outlet and consumption Warehouses, hypermarkets, chain stores, sport shops How to save or invest money Price/value relation Driven by reason and knowledge instead of image No spontaneous consumers Skeptical towards novelties and creative ideas
Politics and government Rational-realists Social responsability Ambition Share of population Knowledge Sweden male 9% female 6% Fulfilling work Participating in sports Being in tune with nature Listen to music China male 11% female 5% USA male 6% female 3% Poland male 8% female 4% Duty UK male 6% female 3% Nature/Outdoor Power/Control Read books NL male 8% female 5% Germany male 13% female 7%
Rational-realists Country Share of population Spending in ECCO relevant market ECCO purchase within the past year Brand Strength (BPI) Gender Male Female Male Female Male Female Male Female Sweden 9% 6% 79 111 180 66 121 100 China 11% 5% 82 96 24 0 80 88 USA 6% 3% 71 119 123 0 80 95 Poland 8% 4% 91 93 162 260 117 120 United Kingdom 6% 3% 83 73 205 163 122 83 Netherlands 8% 5% 103 94 156 134 117 102 Germany 13% 7% 116 72 Consumer segment Volume (pairs) Value ( ) Male Female Total vol. Total% Male Female Total val. Total% Rational-realists 6,201,903 5,484,381 11,686,284 1.10% 456,615,120 347,871,027 804,486,147 2.10%
Values Nature as part of their life Postmaterialism: seeking beauty in nature and arts, individuality, curiosity, knowledge Open-minded, open to the world, international Awareness of living in a fragile biosphere Being in tune with nature, live for today and for the future Live a more simple life (less materialistic Commitment for nature and society: preserving the environment, working for the welfare of society (social responsibility), preserving time-honored customs (tradition), help others/volunteer work Social tolerance, cultural purity, with simplicity Without neglecting the bright side of life: pleasure, adventure, sex, excitement, a varied life, having fun Tolerant/dialogue and understanding Demographics Younger families and couples with older children and empty nesters Between 36-70 years Executive/professionals All education and income levels Attitude towards shoes Shoes must be convenient and comfortable Fashion trends are more or less neglected with regard to shoes Don t accept a loss of comfort in favor of a trendy design Fit and material are important aspects for everyday shoes Comfort stands for fit as well as flexibility and softness Brand Architecture: Modern Consumer group: Organics Lifestyle Go to a museum or art exhibit Nature/outdoor Wellness/healthy life Environmental issues Politics and government Being together with spouse or significant other Cooking/ staying at home Help others/volunteer work Relaxed, not too ambitious Harmony in private life Retail outlet and consumption Street fairs/stalls/farmer s market Discount stores Drugstores/pharmacies Healthy life Food /cooking/ also own recipe Sensitive testers No spontaneous consumers Quality driven and sustainability, but also looking for price and price/value relation
Organics Beauty of nature Social tolerance Being in tune with nature Arts and culture Listen to music Share of population Exercise to keep fit Health Go to a museum/art exhibit Sweden male 9% female 13% China male 5% female 5% Environmental issues Health USA male 6% female 8% Poland male 6% female 6% UK male 7% female 6% Cooking Preserving the environment Internationalism NL male 9% female 9% Germany male 8% female 9%
Organics Country Share of population Spending in ECCO relevant market ECCO purchase within the past year Brand Strength (BPI) Gender Male Female Male Female Male Female Male Female Sweden 9% 13% 85 102 115 189 100 109 China 5% 5% 44 99 100 247 99 103 USA 6% 8% 72 106 53 0 80 95 Poland 6% 6% 57 90 68 0 94 115 United Kingdom 7% 6% 90 64 189 163 139 110 Netherlands 9% 9% 101 64 150 136 98 115 Germany 8% 9% 70 101 Consumer segment Volume (pairs) Value ( ) Male Female Total vol. Total% Male Female Total val. Total% Organics 5,986,818 9,936,893 15,923,711 1.60% 444,313,039 609,957,11 1,054,270,154 2.80%
Values Life is a challenge and jungle Excitement: experience of living: adventure Pleasure, sex, having fun, enjoying life (not health and wellness) With focus on their own person:strong self-interest, individuality, looking good Materialistic demonstration of status, power, wealth A varied life from ambitious, youthful, enterprising, curious and creative people Sometimes full of romance/sometimes escaping from reality Modern attitudes Tendency for provocation To be young and in is important in life Less intellectual, more emotional Lifestyle Fast life, dynamic Search for success and independence Visit a disco/night club, pub, karaoke bar Life must be fun Go to the movies Go to sporting events Play electronic, video, computer games, computer Changes and movement Life outside is important Demographics Full-time students and young singles (often under 30 years) in white collar jobs Middle education level Medium income Attitude towards shoes Acceptance of a loss of comfort in favor of a trendy shoe design Preference of shoes showing the latest fashion trends Status Brands are important Price plays a minor role if a pair of shoes is really in Information and recommendations (of friends) are important aspects for everyday shoes Retail outlet and consumption Online Malls, hypermarkets, shopping centers Department stores, convenience stores Sport shops low price fashion stores, chain stores, boutiques Electronics/ computers/ new technology Out-of-home and home entertainment Personal appearance/fashion/look New trends Like to consume, but restricted because of limited budgets Not quality driven more image and price driven Spontaneous and impulsive consumers Not brand loyal They shop around Brand Architecture: Trend Consumer group: Adventurers
Play electronic games Go to sporting events Participating in sports Adventurers Driving forward and self-interest Exitement Share of population Status We alth Sweden male 32% female 10% Visit a disco/night club Electronics/ computers/www China male 34% female 23% USA male 33% female 10% Poland male 21% female 8% Go to the movies Individuality Status Adventure UK male 35% female 13% NL male 23% female 8% Germany male 19% female 6%
Adventurers Country Share of population Spending in ECCO relevant market ECCO purchase within the past year Brand Strength (BPI) Gender Male Female Male Female Male Female Male Female Sweden 34% 10% 100 110 75 25 93 91 China 34% 23% 133 126 119 161 104 106 USA 33% 10% 116 130 156 87 123 99 Poland 21% 8% 148 165 215 147 95 80 United Kingdom 35% 13% 235 308 106 39 88 74 Netherlands 23% 8% 127 142 91 33 94 72 Germany 19% 6% 94 61 Consumer segment Volume (pairs) Value ( ) Male Female Total vol. Total% Male Female Total val. Total% Adventurers 58,867,871 30,021,595 88,889,466 8,70% 4,041,264,165 1,885,938,355 5,927,202,520 15,80%
Values Traditions with respecting ancestors Orientation towards the past Orientation and security: faith, obligations, habits, domestic life Traditional gender roles, puritanism Cocooning, protection of the family Peace and inner harmony Moral society: retribution Thrift Honesty Asking for regulations and rules More conservative than open-minded Lifestyle Conservative life in a regulated world Regional and traditional life To save money - not to spend much money Cooking, cleaning, watching television, listening to the radio Being together with spouse, kids or grandkids Socializing with friends around town Religion, attend place of worship Demographics Seniors in retirement 60 years plus Married or widowed Lower education level Lower to medium income Attitude towards shoes Shoes must be convenient and comfortable Indifferent towards brands Trendy design is less important and neglected No acceptance of a loss of comfort in favor of a trendy design Price is an important aspect for everyday shoes Comfort mainly stands for light weight as well as flexibility and softness Retail outlet and consumption Farmer s market, stalls Supermarket, grocery store, drugstore, pharmacy Traditional retail trade with qualified personnel who can give advice and recommendations Good service is required Continuity is important Interest in food, cooking, home and garden Interested in the family Brand Architecture: Basic Consumer group: Settled
Settled Regulation Exercise to keep fit Thrift Share of population Tradit ions Being together with spouse, kids, grandkids Sweden male 7% female 9% Respecting ancestors China male 7% female 9% USA male 7% female 16% Attend place of worship Faith Socializing with friends Poland male 21% female 27% UK male 7% female 13% NL male 12% female 13% Germany male 12% female 13%
Settled Country Share of population Spending in ECCO relevant market ECCO purchase within the past year Brand Strength (BPI) Gender Male Female Male Female Male Female Male Female Sweden 34% 10% 100 110 75 25 93 91 China 34% 23% 133 126 119 161 104 106 USA 33% 10% 116 130 156 87 123 99 Poland 21% 8% 148 165 215 147 95 80 United Kingdom 35% 13% 235 308 106 39 88 74 Netherlands 23% 8% 127 142 91 33 94 72 Germany 19% 6% 94 61
Values Life is hard and a chore Fulfilling obligations [duty] to achieve wealth, material security, independence Fulfilling a job (the job is not a passion) Waiting for the big chance (status advancement) Public image in a strong society (retribution) important Protection of the family and country Conformists Respecting the law Demanding a strong society and government Security seeking / less risk in life Restricted in accepting liberal opinions Traditional oriented, relying on the past Traditional Unobtrusive life / living in a smaller world Demographics Working class families Between 26-55 years with many children Often homemaker or unemployed Lower education level Low to medium income Attitude towards shoes Shoes must be convenient and comfortable Fashion trends are neglected Price is an important aspect for everyday shoes Comfort mainly stands for fit as well as flexibility and softness Brand Architecture: Non Categorized Consumer group: Homebodies Lifestyle Simple lifestyle Passive life Parenting/raising children Home improvement Cars, motor vehicles Watching sports TV for entertainment Entertain guests at home Spectators not actors Retail outlet and consumption Discount stores, mail order, chain stores Street fairs, kiosks, convenience stores Hypermarkets, supermarkets Price oriented Prefer strong brands, especially for household items: a strong brand stands for security, durability and no risks Very use-oriented Preference of national products
Homebodies Watching sports Material security Shop for groceries Passive and simple Respecting the law Public image Fulfilling work Cars, motor vehicles Do home maintenance Duty Parenting/raising children Entertain guests at home Share of population Sweden male 19% female 13% China male 9% female 6% USA male 20% female 15% Poland male 26% female 12% Sex We alth UK male 17% female 14% NL male 28% female 22% Germany male 23% female 15%
Homebodies Country Share of population Spending in ECCO relevant market ECCO purchase within the past year Brand Strength (BPI) Gender Male Female Male Female Male Female Male Female Sweden 19% 13% 65 57 97 70 98 98 China 9% 6% 48 57 29 30 84 104 USA 20% 15% 62 41 53 0 80 83 Poland 26% 12% 36 47 16 92 91 97 United Kingdom 17% 14% 61 50 0 37 123 97 Netherlands 28% 22% 87 82 89 51 123 97 Germany 23% 15% 58 76
Values Life is beautiful Narcism: looking good, self-interest, beauty, romance Materialistic life with desire for status and wealth A youthful lifestyle full of excitement, adventure, pleasure, sex, fun A varied life from intuitive and creative people Hedonistic consumption: Living a modern life, being in Torn between dreams and reality Materialistic/hedonistic/optimistic Not intellectual/not interested in politics More emotional than rational Lifestyle Visit a disco/club or karaoke bar Personal appearance, fashion, beauty Go to the movies Read magazines and newspapers Have a drink/snack in a café/pub Purchase food item to go Play electronic, video, or computer games Pop Music Body conscious / body care Fashion followers (but no trend-setters) Peer groups and peer group activities Shopping (as a hobby) Fast life Demographics Students and full-employed under 40 years in white collar jobs Singles and living together One or two children Middle education level Medium to high income Attitude towards shoes Design and trend instead of comfort and quality, lower price levels Preference of shoes showing the latest fashion trends In brands are important Brand, shape/design and color are important aspects for everyday shoes Retail outlet and consumption TV shopping channel Hypermarkets, convenience stores, warehouses Low price boutiques and chain stores Personal appearance/fashion/beauty Spontaneous/emotional purchases Irrational consumers guided by their desires Brand Architecture: Non Categorized Consumer group: Dreamers
Dreamers Fast food and to go Exercise to keep fit Romance Self-interest Looking good Share of population Sunny Side of Life Status Sweden male 3% female 10% China male 2% female 8% Have a drink/snack in a café/pub USA male 5% female 7% Individuality Poland male 5% female 10% Go to the movies Visit a disco/night club EImage UK male 3% female 13% NL male 4% female 8% Germany male 3% female 12%
Dreamers Country Share of population Spending in ECCO relevant market ECCO purchase within the past year Brand Strength (BPI) Gender Male Female Male Female Male Female Male Female Sweden 3% 10% 100 110 83 103 81 92 China 2% 8% 126 104 0 46 132 102 USA 5% 7% 73 103 147 118 122 69 Poland 5% 10% 101 100 78 107 108 94 United Kingdom 3% 13% 149 174 0 0 74 88 Netherlands 4% 8% 193 133 33 34 105 78 Germany 3% 12% 87 84