Getting to Know Our Segments
Among our audience, we uncovered 5 unique segments, each with a personalized approach to clothing and style.
Fun & Fearless Experimenter
Experimenters want to stand out from the crowd and do this by choosing bright colors, fun patterns, and lots of accessories, while still prioritizing a put-together and dress-to-impress mindset.
Trendy Sophisticate
Trendy Sophisticates want to make a statement by finding a balance between trendy and clean and classy, which often means more subdued colors and patterns.
Predictable Pragmatist
Pragmatists are not looking to make a statement with their clothing and instead prefer to blend in with others, so they choose to wear more neutrals, basics, and few accessories.
Online Neutralist
You can find Online Neutralists sticking to the brands they know and love, unless tempted by an enticing sale. They prefer the basics, don’t actively seek fashion advice, and prefer online shopping over in-store visits.
Self-Assured Value Seeker
Self-Assured Value Seekers are on the hunt for the best deal which means they shop off-price stores and their closet is packed with different brands. After price, both comfort and function are top considerations in what they choose to buy, and quality and style are not taken into consideration.
US Consumer Market
Kontoor Employees (live results)
| Fun & Fearless Experimenters |
30%
|
| Trendy Sophisticates |
12%
|
| Predictable Pragmatists |
4%
|
| Online Neutralists |
47%
|
| Self-Assured Value Seekers |
7%
|