David Hornyak, Carly Morrow, Cole Sterrett, Matt Winsand Introduction The competitive landscape for a fashion retailer has changed dramatically in the past decade. The explosion of social media platforms has presented the business community with challenges and opportunities alike. An online presence is essential for attracting new customers and expanding the breadth and scope of a business in the 21st century.
Fashion retailers are among the most visible retailers on social media. The ability to showcase new styles on a smartphone is an ingenious technique to reach the younger demographic. The goal for J. Crew is to utilize social media to expand the brand’s awareness and reach to the general populace, …show more content…
The data shows that the clear majority of our respondents are between 19-24. In total the percentage between 19-35 equals 71.1%. This 71.1% is the Millennial bracket we are most interested in targeting through our social media initiatives.
Frequent Customers
The respondents were asked about the frequency of their shopping trips to J. Crew. The breakdown among our respondents was varied. The responses were as followed: 53.8% never shop at J.Crew, 30.8% shop yearly, 15.4% shop monthly and none of our participants indicated that they shopped weekly.
Store Preferences
In our survey, we wanted to know which of our competitors the participants visited on a regular basis. This provides us a baseline of comparison moving forward. In our survey, 60.8% visited H&M, 51% visited Banana Republic, 45.1% visited Ralph Lauren, 31.4% visited Urban Outfitters and 13.7% visited Brooks Brothers.
Social Media …show more content…
The data shows that 70% follow us on Facebook and 30% follow us on Instagram.
Online or Brick and Mortar
The final question we had for our respondents was their preferred method for purchasing our products. The data shows that 55.8% prefer a physical location compared to 44.2% who prefer shopping online.
The data we obtained from our direct research is invaluable to get into the mindset of our customer base. There are several data points that jump out at us. The most striking response is the dominance of Facebook and Instagram in follows compared to zero on any other platform. It is also important to take note of the almost even split between online and physical sales. The data point that is worrisome to us is the 80% of respondents who do not follow J. Crew on any social media platform. The goal is to increase that margin significantly.
Secondary Research Findings Social Media