Statista Q

Tom Tailor’s brand renewal with cutting-edge market insights

Tom Tailor, a leading fashion brand, is planning a strategic brand realignment. To ensure the success of this transformation, insights into the perception and positioning of the brand based on the most relevant brand KPIs are crucial – both in comparison to competitors and over time. To effectively support Tom Tailor’s strategic realignment, we collaborated closely with their marketing experts to design a custom market research study specifically tailored to the fashion industry.

Tom Tailor’s brand renewal with cutting-edge market insights

Tom Tailor, a leading fashion brand, is planning a strategic brand realignment. To ensure the success of this transformation, insights into the perception and positioning of the brand based on the most relevant brand KPIs are crucial – both in comparison to competitors and over time. To effectively support Tom Tailor’s strategic realignment, we collaborated closely with their marketing experts to design a custom market research study specifically tailored to the fashion industry.

How we enhanced Tom Tailor’s brand renewal with cutting-edge market insights

Our Solution

To effectively support Tom Tailor’s strategic realignment, we collaborated closely with their marketing experts to design a custom market research study specifically tailored to the fashion industry. This study includes a comprehensive brand funnel analysis and other relevant brand KPIs, collected for Tom Tailor and relevant competitors. To monitor trends and shifts over time, we implemented regular brand tracking, with results presented through an interactive dashboard.

For an in-depth target group analysis, we incorporated aspects such as consumer behavior, values, attitudes, and needs into the questionnaire. The survey was conducted among 2,000 category buyers through a representative online survey in Germany, allowing us to identify several buyer segments within the overall market.

  • Development of a custom study design tailored for the fashion industry
  • Execution of brand tracking and target group segmentation through cluster analysis
  • Regular repetition of brand tracking to monitor trends and shifts
Customer Results

The brand tracking results provide Tom Tailor with continuously updated and extensive insights into the perception of their brand, helping to identify opportunities and potential risks. The tracking also evaluates the effectiveness of their previous marketing efforts. Furthermore, the identification of distinct buyer segments and the actionable recommendations derived from these insights enable Tom Tailor to engage more effectively with its target customers. This holistic approach empowers Tom Tailor to strategically realign its brand and strengthen its market position.

  • Identification of consumer needs in the fashion category for optimal brand management
  • Insightful analysis of Tom Tailor's competitive strengths and areas requiring improvement
  • Deeper and more nuanced understanding of subgroups within the market

The brand tracking results provide Tom Tailor with continuously updated and extensive insights into the perception of their brand, helping to identify opportunities and potential risks. The tracking also evaluates the effectiveness of their previous marketing efforts. Furthermore, the identification of distinct buyer segments and the actionable recommendations derived from these insights enable Tom Tailor to engage more effectively with its target customers. This holistic approach empowers Tom Tailor to strategically realign its brand and strengthen its market position.

  • Identification of consumer needs in the fashion category for optimal brand management
  • Insightful analysis of Tom Tailor's competitive strengths and areas requiring improvement
  • Deeper and more nuanced understanding of subgroups within the market
Customer Statement

“Statista+ provided excellent collaboration throughout our brand tracking project, offering proactive, creative solutions that perfectly fit our needs in the fashion industry. Their expertise has significantly enhanced our brand management with advanced market insights.”

Anna Kunz, Senior Specialist Marketing Analytics at Tom Tailor