How Miss Etam is growing its market share
Miss Etam is the third most purchased retail brand among women aged 25 and older. A result to be proud of, but the brand likes to think ahead.
Challenge
Miss Etam's goal: to ensure that Dutch women aged 25 and older think of her more often when they are engaged in clothing.
Vision
A clear picture of the target audience
The brand already has a clear picture of its target audience. This can be divided into different style types. Some know how to find the store well, others do not immediately think of Miss Etam when looking for a new piece of clothing.
How do you grow your brand?
How can Miss Etam increase its market share among women? Where are its opportunities? Blauw finds out based on Byron Sharp's How Brands Grow principles.
Solution
Here, we assume that great brands have a rich network of mental links to the brand in consumers' brains. These mental links consist of relevant buying or need situations in which one should think of clothing, the category entry points (CEPs), in combination with sensory perceptible brand elements such as your logo, font, color, slogan, jingle. The more category entry points Miss Etam claims and the more consumers recognize and attribute Miss Etam's distinctive brand assets (DBAs) to the brand and not the competition, the stronger the brand perception and growth.
Brand Strategy for Miss Etam: plan of action
Thanks to brand tracking research, you get practically applicable output and advice to grow your brand. This process can be handled by Blauw from start to finish. We tailor a program to suit the needs and pace of the organization. In this case, the research consists of five phases:
- Kick off. A flying start where we discuss the details of the research with Miss Etam. What information does Miss Etam itself already have, what is needed, who does what and what does the planning look like?
- Group discussions. Based on small-scale focus groups with women ages 25 and older, we map out the times when people are engaged in clothing for themselves. These are the category entry points of clothing. Together with Miss Etam, a selection was made of the most important category entry points for Miss Etam, now and in the future.
- Workshop. During this phase, we present the results of the focus groups. We look not only at Miss Etam, but also at its competitors. Together we determine what the most important learnings are and which elements we want to test in large-scale online research.
- Validation. We test among 1,000 women (representative of the Dutch population) whether the insights revealed during the group discussions are correct. This is how we gain insight into market share and the brand funnel.
- Feedback. The results of the quantitative study will be fed back to Miss Etam.
Result
Results: this is how Miss Etam reaches its target audience
During the group discussions, we will start broadly and be curious about how consumers in general are engaged with clothing. Then, step by step, we go a little deeper and get to relevant moments when someone is engaged in clothing for themselves. These are the Category Entry Points of clothing.
With subsequent quantitative research, you know:
- Which moments (CEPs) are most strongly positively associated with Miss Etam;
- How it differentiates the brand from competitors;
- And discover where growth opportunities lie.
In addition, you gain insight into the level of brand confusion in the market. For example, we see that Miss Etam scores well on a number of Distinctive Brand Asset's. The color purple is very strongly associated with Miss Etam by consumers. So this color should definitely not be missing in all communications.
Miss Etam's market share across the women's apparel category is mapped and offer insight into the moments when consumers engage with Miss Etam in the "path to purchase," such as channels or product types.
We also ask about the other brands and stores people know where they might buy such an item of clothing. This is how we know Miss Etam's market penetration, actual consideration and brand awareness. These insights help Miss Etam sharpen its purchasing and sales actions.
Getting started with your growth strategy
The brand tracking research now forms the basis of Miss Etam's marketing campaigns.
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