Target group research forOnly for Men

We conducted extensive research for Only for Men into the various segments within its target group. We also investigated the role of women in the purchase of men's fashion. Previously, marketing was mainly driven by experience, feelings, and insights, but these insights need to go deeper.

Due to the growth of the organization, Only for Men attaches great importance to making decisions based on figures and knowledge. In addition, Only for Men wants to gain insight into whether personas can be described when it comes to the purchase of men's fashion.

Combing through scientific literature and common sense

Based on previous scientific research and our experience in B2C research, we put together a detailed questionnaire. Part of this questionnaire was used to divide the "men of the Netherlands" into segments. This analysis showed that there are pretty big differences between men and their clothing needs. Some men find shopping for clothes awful, but fortunately, the largest group consists of men who do enjoy shopping.

Thanks to the research, these target groups and the "women of the Netherlands" have provided a comprehensive picture of how they buy clothes for their partners. How much do they spend, where and how often do they go shopping? Do they shop online a lot or do they still prefer to go to the store?

Now that Only for Men understands how the market behaves, what it considers important, and what role women play in this, Only for Men has a much better idea of what message it needs to convey to attract the various target groups to its stores (or online shop). Thanks to an extensive media profile, Only for Men can also deploy its media spend much more effectively, resulting in a more efficient and effective use of its marketing budget.

“Thanks to the excellent and flexible collaboration with Markteffect , we Markteffect conduct a highly valuable baseline measurement that will form the basis for the further growth of our company.”
Rens Drost, Marketing and E-commerce Manager, Only for Men

Insights from the research

Later, we conducted various extensive campaign impact measurements for Only for Men: the impact of online, TV, and radio media on the company's brand awareness and image. Based on these studies, the campaign was continuously refined, and communication in the campaigns, as well as through direct channels such as websites and stores, was adjusted based on the new information.

This will enable Only for Men to better tailor its services to the various target groups for whom the store is attractive. The results will also form the basis on which the new marketing plans will be drawn up.