Lacoste

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Case Study: Lacoste Footwear Segmentation

The challenge

Lacoste Footwear was embarking on a fresh brand strategy and wanted a clear international consumer segmentation to form the pillar of its operations moving forwards.

Our approach

We conducted a detailed online U&A in 10 markets, profiling peoples’ behaviours, perceptions and relationships with shoe brands. A cluster ensemble segmentation was then applied to generate global market segments.

Results

The research helped Lacoste Footwear to identify the market segments that were most aligned with the brand, build detailed profiles of these and focus their product and marketing activities on these key segments across the world.

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