The Target Group Index (TGi) is the largest single source consumer brand and lifestyle survey in South Africa and represents almost 19 million consumers. Many clients are not research literate and find big data sources such as TGi intimidating. With such a large scale consumer insight product, it is possible to create a story line from the data. Many clients use TGi for this purpose. This piece will illustrate how the figures are put on the back burner, and a descriptive pattern emerges when focusing on fashion behavioural patterns across South African women.
Dr Amelia Richards in conversation with BizRadio’s Grant Jansen
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Young hip-and happening hipsters
Being independent singles, young hipsters are super fashion conscious; they go to fashion shows, like to keep up with the latest fashion, spend a lot of money on clothes and consider themselves trendsetters in their social groups.
Although they are active, they are students who live on a diet of fast food. When they take a break from their studies, they watch sitcoms and cartoons such as Big Bang Theory, Scrubs and the Office, Simpsons. They spend a lot of their time on the internet on sites such as Apple, Loot and Youtube, most likely to download and buy music. They are also inviting their friends on Facebook to house parties and rock concerts.
Hipsters love shopping for clothes and spend about R1164 per season on women’s clothes. They are likely to have bought jeans in the past 3 months and prefer youthful brands such as RT Jeans, Sissy Boy and Levi’s. They shop at Mr price, Identity, Sports Scene, Aca Joe, YDE, and Mango. They like good deals and are the most likely group to own a Groupon account.
Fashion is a very social aspect of their lives and their social circles are a great influencer of their acceptance of fashion trends. They are also likely to influence their friends with their knowledge of clothes and fashion which they gain from paging through the fashion spreads Elle, Marie Claire and Glamour. They say what trends are in and what trends are so-last-season; which brands are cool, or worse, not cool anymore.
Yuppie Fashionista’s like to stand out from the crowd, wear designer clothes and like to be seen as individuals. They are on the go, rarely having time to sit down for a meal, yet they are social butterflies who like to wine and dine, eat foreign food with their friends. They show of their latest fashion buys when to their friends at bars, pubs and nightclubs.
They get most of their fashion tips in fashion magazines such as True Love, Bona, Cosmo, Glamour Elle and Marie Claire. But these are no ditzy ladies, keeping up with current events and news by reading the Daily Sun, The Sowentan and The Star. They enjoy watching talk shows, magazines shows and sport talk shows such as Showbiz Report and Soccer Talk shows. This market has embraced online shopping and buy from online stores such as Amazon, Apple, Kalahari.net . They also keep up with current trends by reading blogs and search for jobs online such as career Junction. Facebook. They are likely to shop for clothes online.
They spend around R1173 every three months on women’s clothes, they also buy men’s clothing and spend R478 per season. They are single parents and spend on average R470 per season on their children. They love buying jeans and spend more than R450 on their jean brand, mostly Guess, Levi’s, Soviet and DKNY. They shop at upper end stores who sell their favourite brands such as Guess, Vertigo, Stuttafords, Hilton Weiner and Urban, Jenny Button, Mango.
They are bigmouths when it comes to word-of-mouth and are great influencers of fashion, making them a key market for retailers.
Stylish mommies think that it is important to look attractive and have a classic dress sense. They also prefer more classic clothing which they find at Queenspark and Woolies. These ladies can’t resist a sale or a promotion.
Stylish mommies are both beauty and brains. They have jobs and are also homemakers. They read lifestyle and family orientated magazines such as Fair Lady, O, The Oprah Magazine, Living and Loving and Sarie and on the other hand they also read serious news from Business Day, Sunday Times and Beeld. They enjoy quiz game shows such as Noot vir Noot and they love to gain recipe tips from cooking shows. They do online banking on sites such as ABSA and visit Hello Peter regularly. Retailers need to manage their reputation on Hello Peter with this market. Although this market will not necessarily complain, they do take to heart what other people are saying about products and brands.
Although they are true bargain hunters, they are also the biggest spenders. Spending R1 214 every season, they are not only the biggest spenders on women’s clothes, but also for children’s clothes. They have pre-teen and teenage children and spend on average R 521 per season on them. They are also more likely to shop more for their family than for themselves and their kids are likely to influence the brands that they buy.
As full-time workers, Corporate darlings are practical when it comes to style and would rather buy clothes for comfort than for style. Corporate darlings are great planners when it comes to shopping, meaning, they know what they need and they specifically go to buy those items when they shop. They also research products before they buy them.
These ladies are much more concerned with current events and news reading Mail and Guardian, The Times, and Pretoria News. They are also likely to read e-books and newspapers on their tablets such as Junkmail online, and are likely to be looking for employment opportunities to further their careers. They like to try out new recipes which they probably find in their favourite magazines such as Real Magazine and Fair Lady.
Corporate darlings spend about R499 per season on the pre-school children’s clothes. They shop at stores such as Truworths, Gap and Guess and spend around R1 227 per season.
In summary, whether you are statistical proficient or not, TGi is a tool to bring you closer to your market in terms of understanding how they live, where they shop and ultimately how brands can connect with consumers in a meaningful way.