2008 Segmentation Booklet
ECCO Consumer Profile
Draft 23.09.08
2008 Segmentation
Need: To Have
Materialism, Price Orientation
Dreamers
Homebodies
Settled
Puritanism, Security Orientation
Need: Peace and Security
Adventurers
Rational-Realists
Hedonism, Pleasure
Need: To Live A Passionate Life
Open-minded
Organics
Demanding
Need: To Be
Postmaterialism , Quality Orientation
TREND
MODERN
OPEN-MINDED
ADVENTURERS
RASTIONAL REALISTS /
ORGANICS
CLASSIC
DEMANDING
Total Market Value
37,513,063,388
Total Market Volume
1,027,024,692
Value (€)
Share of population
Male
Female
Brand Architecture
CASUAL
FORMAL
BASIC
SETTLED
Total
Total %
TREND
MODERN
OPEN-MINDED
ADVENTURERS
Volume (pairs)
RESTIONAL REALISTS /
ORGANICS
DEMANDING
Share of population
Male
CLASSIC
Female
Total
BASIC
SETTLED
Total %
Adventurers
4,041,264,165
1,885,938,355
5,927,202,520
15.80%
Adventurers
58,867,871
30,021,595
88,889,466
8.70%
Open-minded
1,309,197,106
3,199,883,788
4,509,080,894
12.00%
Open-minded
17,708,695
55,280,006
72,988,701
7.10%
Organics
444,313,039
609,957,115
1,054,270,154
2.80%
Organics
5,986,818
9,936,893
15,923,711
1.60%
Rational-realists
456,615,120
347,871,027
804,486,147
2.10%
Rational-realists
6,201,903
5,484,381
11,686,284
1.10%
Demanding
622,725,375
1,152,263,644
1,774,989,019
4.70%
Demanding
7,770,475
20,583,119
28,353,594
2.80%
6,874,114,805
7,195,913,929
14,070,028,734
37.50%
Total
96,535,762
121,305,994
217,841,756
21%
Total
•
•
•
•
•
•
•
Life waits to be discovered
Individuality: being different from others,
authenticity, self-reliance
Searching for intellectual enrichment: ambitious; curiosity, creativity, learning, wisdom, knowledge, fulfilling work,
being enterprising
Cosmopolitan and humanitarian way of thinking:
open-minded, international, freedom, cosmopolitan,
social tolerance, social responsibility
Enjoying life: a varied life, excitement, adventure,
being youthful, looking good, sex, having fun, health
and fitness, enduring love, friendship
Beauty and seeking beauty in arts, living, nature
Social-ethical responsibility: preserving the environment, being in tune with nature
Lifestyle
•
•
•
•
•
•
•
•
•
Music, movies/films
Arts and culture (i.e. theater, dance),
cultures around the world
Exploration of the world, adventure, traveling
Go to a museum or art exhibit
Reading books and magazines:
business, lifestyle and design
Personal appearance/fashion/beauty
Wellness / fitness / body concious
Internet or World Wide Web
Science, knowledge, intellectual enrichment
•
•
•
•
Full-time students and
young singles under 40 years
White collar or executives/ professionals
High education level
High income
Attitude towards shoes
•
•
•
•
Price plays a minor role if a pair of shoes is really liked
Preference of shoes showing the latest fashion trends
Shape/design and color
But also fit and material are important aspects for
everyday shoes
Retail outlet and consumption
•
Online and window shopping
•
Service and advice – when needed
•
Well-informed sales personnel – if required
•
Specialty stores, department stores
•
Shopping centers, high end or new malls
•
Special mail-order catalogues
•
Out-of-home entertainment
•
Appearance/new design/new merchandising
•
Designed shops/shops with individuality
•
Ideas to improve and “grading up”:
design, products, style
•
Electronics/computers/technology
•
Food /cooking: cuisine art,
new trends or international cuisine
Brand Architecture: Trend
Consumer group: Open-minded
Demographics
Values
Open-minded
Online
Personal
appearance/
fashion/beauty
Science
A varied life
Cultures
around
the world
Individuality
Excitement
Self-development
Arts and culture
Travel
Sweden
male 11%
female 25%
China
male 17%
female 34%
New Design
Creativity
Share of
population
Creativity
USA
male 9%
female 15%
Poland
male 7%
female 24%
UK
male 10%
female 22%
Internationalism
Exploration,
adventure
NL
male 7%
female 17%
Germany
male 9%
female 17%
Open-minded
Country
Gender
Share of population
Spending in ECCO relevant market
ECCO purchase within the past year
Brand Strength (BPI)
Male
Female
Male
Female
Male
Female
Male
Female
Sweden
11%
25%
131
131
118
111
103
97
China
17%
34%
192
110
211
101
109
100
USA
9%
15%
139
243
76
339
95
107
Poland
7%
24%
261
196
378
141
111
105
United Kingdom
10%
22%
135
124
121
120
78
98
Netherlands
7%
17%
126
141
93
40
98
91
Germany
9%
17%
187
146
Consumer
segment
Open-minded
Volume (pairs)
Value (€)
Male
Female
Total vol.
Total%
Male
Female
Total val.
Total%
17,708,695
55,280,006
72,988,701
7.10%
1,309,197,106
3,199,883,788
4,509,080,894
12.00%
•
•
•
•
•
•
•
•
•
Life means to assume an obligation
Sustainability and with long term view
Religious and traditional foothold:
faith, respecting ancestors, tradition,respect
Spirituality, enduring love
Strong social-ethical consciousness:
social tolerance,social responsibility,
freedom and piece, entrepreneurship
Intellectual enrichment: learning, wisdom, knowledge,
preserving, power, curiosity
Upright and disciplined personality: reliability, honesty,
duty, working hard, stable personal relationships,
self-reliance, modesty
Participate and cooperate
Rules and reliable regulations
•
•
•
•
•
Families, often empty nesters, retired, older singles
55 years plus
Executives / professionals
Very high education level
Medium to high income
Attitude towards shoes
•
•
•
•
•
•
Shoes must be convenient and comfortable
Price plays a minor role
Fashion trends are neglected
No acceptance of a loss of comfort in favor of a
trendy design
Fit and material are important aspects for everyday shoes
Comfort mainly stands for shock absorption and arch
support
Lifestyle
•
•
•
•
•
•
•
•
•
•
Life with moral principles
Cultural life with a sense of duty
Going to theaters, concerts, exhibitions
Interested in politics and government
Information / knowledge seeking and sharing
Understatement and elegance
Demanding for quality and contentl
Active as member of a club or association
Travel a lot
Health and fitness to guarantee hard work
Retail outlet and consumption
•
Specialized stores with experienced personnel
•
Qualified personnel is expected
•
Chain stores
•
Mail-order catalogue and TV shopping channels
•
Demanding good quality and style
•
Quality instead of quantity
•
Don’t look for the best price but for the reliable quality
•
Wellness/fitness/health
•
Ideas to improve and decorate the home
•
Food /cooking at home
•
Interest in how to save or invest money
•
Systematically try to understand and analyze
the world they live in
Brand Architecture: Classic
Consumer group: Demanding
Demographics
Values
Demanding
Respecting ancestors
Honesty
Arts and culture
Cultures around the world
Religion
Science
Share of
population
Sweden
male 8%
female 13%
Knowledge and history
China
male 18%
female 12%
Helpfullness
Ambition
Politics and
government
USA
male 10%
female 25%
Poland
male 5%
female 9%
UK
male 12%
female 15%
Environmental issues
Learning
Internationalism
Authenticity
NL
male 7%
female 14%
Germany
male 9%
female 15%
Demanding
Country
Gender
Share of population
Spending in ECCO relevant market
ECCO purchase within the past year
Brand Strength (BPI)
Male
Female
Male
Female
Male
Female
Male
Female
Sweden
8%
13%
85
92
78
123
98
105
China
18%
12%
44
62
58
61
101
95
USA
10%
25%
71
73
107
134
69
113
Poland
5%
9%
66
46
80
132
106
111
United Kingdom
12%
15%
69
73
0
180
114
114
Netherlands
7%
14%
80
101
74
175
108
101
Germany
9%
15%
119
139
Consumer
segment
Demanding
Volume (pairs)
Value (€)
Male
Female
Total vol.
Total%
Male
Female
Total val.
Total%
7,770,475
20,583,119
28,353,594
2.80%
622,725,375
1,152,263,644
1,774,989,019
4.70%
•
•
•
•
•
•
•
•
Life shall be possible in the future
Hard work with respect for the nature and the society:
being in tune with nature, working for the welfare of society
(social responsibility, but also ambitious, with power
duty, thrift, worth living
Intellectual enrichment: fulfilling work, knowledge, curiosity,
learning
Belief in science and research
Non-conformistic / own view of life
Cocooning: keeping their culture free from outside
influences (cultural purity)
Optimizing their life (time and money, quality)
Lifestyle
•
•
•
•
•
•
•
•
•
•
•
Rational and realistic
Serious and ambitious
No dictates, but reliable rules
Critical and appraising, information seeking, intellectual
Trying to find a balance between work and family / private life
Interested in politics and government
Watching and participating in sports
Listen to music, reading books
Nature and outdoor activities
Cultures around the world
Fitness and health
•
•
•
•
•
Couples with older children, empty nesters
Between 40-70 years
Executive / professionals
High education level
High/higher income
Attitude towards shoes
•
•
•
•
Shoes must be convenient and comfortable
Prefer to have less choice of different styles
Recommendation is an important aspect
Comfort stands for light weight and a good foot climate
Retail outlet and consumption
•
Warehouses, hypermarkets,
chain stores, sport shops
•
How to save or invest money
•
Price/value relation
•
Driven by reason and knowledge instead of image
•
No spontaneous consumers
•
Skeptical towards novelties and creative ideas
Brand Architecture: Modern
Consumer group: Rational-realists
Demographics
Values
Rational-realists
Politics and government
Social responsability
Share of
population
Ambition
Sweden
male 9%
female 6%
Knowledge
Fulfilling work
China
male 11%
female 5%
Listen to music
Participating in sports
USA
male 6%
female 3%
Being in tune with nature
Poland
male 8%
female 4%
Duty
Nature/Outdoor
Power/Control
Read books
UK
male 6%
female 3%
NL
male 8%
female 5%
Germany
male 13%
female 7%
Rational-realists
Country
Gender
Share of population
Spending in ECCO relevant market
ECCO purchase within the past year
Brand Strength (BPI)
Male
Female
Male
Female
Male
Female
Male
Female
Sweden
9%
6%
79
111
180
66
121
100
China
11%
5%
82
96
24
0
80
88
USA
6%
3%
71
119
123
0
80
95
Poland
8%
4%
91
93
162
260
117
120
United Kingdom
6%
3%
83
73
205
163
122
83
Netherlands
8%
5%
103
94
156
134
117
102
Germany
13%
7%
116
72
Consumer
segment
Rational-realists
Volume (pairs)
Value (€)
Male
Female
Total vol.
Total%
Male
Female
Total val.
Total%
6,201,903
5,484,381
11,686,284
1.10%
456,615,120
347,871,027
804,486,147
2.10%
•
•
•
•
•
•
•
•
•
•
Nature as part of their life
Postmaterialism: seeking beauty in nature and arts, individuality, curiosity, knowledge
Open-minded, open to the world, international
Awareness of living in a fragile biosphere
Being in tune with nature, live for today and for the future
Live a more simple life (less materialistic
Commitment for nature and society: preserving the environment, working for the welfare of society (social responsibility), preserving
time-honored customs (tradition), help others/volunteer work
Social tolerance, cultural purity, with simplicity
Without neglecting the bright side of life: pleasure, adventure,
sex, excitement, a varied life, having fun
Tolerant/dialogue and understanding
Lifestyle
•
•
•
•
•
•
•
•
•
•
Go to a museum or art exhibit
Nature/outdoor
Wellness/healthy life
Environmental issues
Politics and government
Being together with spouse or significant other
Cooking/ staying at home
Help others/volunteer work
Relaxed, not too ambitious
Harmony in private life
•
•
•
•
Younger families and couples with older children
and empty nesters
Between 36-70 years
Executive/professionals
All education and income levels
Attitude towards shoes
•
•
•
•
•
Shoes must be convenient and comfortable
Fashion trends are more or less neglected with
regard to shoes
Don’t accept a loss of comfort in favor of a trendy design
Fit and material are important aspects for everyday shoes
Comfort stands for fit as well as flexibility and softness
Retail outlet and consumption
•
Street fairs/stalls/farmer’s market
•
Discount stores
•
Drugstores/pharmacies
•
Healthy life
•
Food /cooking/ also own recipe
•
Sensitive testers
•
No spontaneous consumers
•
Quality driven and sustainability,
but also looking for price and price/value relation
Brand Architecture: Modern
Consumer group: Organics
Demographics
Values
Organics
Beauty of nature
Social tolerance
Being in tune with
nature
Listen to music
Arts and culture
Share of
population
Sweden
male 9%
female 13%
Health
Exercise to keep fit
China
male 5%
female 5%
Go to a museum/art exhibit
Health
Environmental
issues
USA
male 6%
female 8%
Poland
male 6%
female 6%
UK
male 7%
female 6%
Cooking
Preser ving the environment
Internationalism
NL
male 9%
female 9%
Germany
male 8%
female 9%
Organics
Country
Gender
Share of population
Spending in ECCO relevant market
ECCO purchase within the past year
Brand Strength (BPI)
Male
Female
Male
Female
Male
Female
Male
Female
Sweden
9%
13%
85
102
115
189
100
109
China
5%
5%
44
99
100
247
99
103
USA
6%
8%
72
106
53
0
80
95
Poland
6%
6%
57
90
68
0
94
115
United Kingdom
7%
6%
90
64
189
163
139
110
Netherlands
9%
9%
101
64
150
136
98
115
Germany
8%
9%
70
101
Consumer
segment
Organics
Volume (pairs)
Value (€)
Male
Female
Total vol.
Total%
Male
Female
Total val.
Total%
5,986,818
9,936,893
15,923,711
1.60%
444,313,039
609,957,11
1,054,270,154
2.80%
•
•
•
•
•
•
•
•
•
•
•
Life is a challenge and jungle
Excitement: experience of living: adventure
Pleasure, sex, having fun, enjoying life (not health and wellness)
With focus on their own person:strong self-interest, individuality, looking good
Materialistic demonstration of status, power, wealth
A varied life from ambitious, youthful, enterprising, curious and creative people
Sometimes full of romance/sometimes escaping from reality
Modern attitudes
Tendency for provocation
To be young and “in” is important in life
Less intellectual, more emotional
Lifestyle
•
•
•
•
•
•
•
•
•
Fast life, dynamic
Search for success and independence
Visit a disco/night club, pub, karaoke bar
Life must be fun
Go to the movies
Go to sporting events
Play electronic, video, computer games, computer
Changes and movement
Life outside is important
•
•
•
•
Full-time students and young singles(often under 30 years)
in white collar jobs
Middle education level
Medium income
Attitude towards shoes
•
•
•
•
•
Acceptance of a loss of comfort in favor of a
trendy shoe design
Preference of shoes showing the latest fashion trends
Status Brands are important
Price plays a minor role if a pair of shoes is really ”in”
Information and recommendations (of friends) are important
aspects for everyday shoes
Retail outlet and consumption
•
Online
•
Malls, hypermarkets, shopping centers
•
Department stores, convenience stores
•
Sport shops
•
low price fashion stores, chain stores, boutiques
•
Electronics/ computers/ new technology
•
Out-of-home and home entertainment
•
Personal appearance/fashion/look
•
New trends
•
Like to consume, but restricted because of limited budgets
•
Not quality driven – more image and price driven
•
Spontaneous and impulsive consumers
•
Not brand loyal
•
They shop around
Brand Architecture: Trend
Consumer group: Adventurers
Demographics
Values
Participating
in sports
Go to sporting events
Exitement
Driving for ward and
self-interest
Status
Adventurers
Play
electronic
games
Share of
population
Sweden
male 32%
female 10%
Wealth
Electronics/
computers/www
Visit a disco/night club
China
male 34%
female 23%
USA
male 33%
female 10%
Poland
male 21%
female 8%
UK
male 35%
female 13%
Go to the movies
Individuality
Status
Adventure
NL
male 23%
female 8%
Germany
male 19%
female 6%
Adventurers
Country
Gender
Share of population
Spending in ECCO relevant market
ECCO purchase within the past year
Brand Strength (BPI)
Male
Female
Male
Female
Male
Female
Male
Female
Sweden
34%
10%
100
110
75
25
93
91
China
34%
23%
133
126
119
161
104
106
USA
33%
10%
116
130
156
87
123
99
Poland
21%
8%
148
165
215
147
95
80
United Kingdom
35%
13%
235
308
106
39
88
74
Netherlands
23%
8%
127
142
91
33
94
72
Germany
19%
6%
94
61
Consumer
segment
Adventurers
Volume (pairs)
Value (€)
Male
Female
Total vol.
Total%
Male
Female
Total val.
Total%
58,867,871
30,021,595
88,889,466
8,70%
4,041,264,165
1,885,938,355
5,927,202,520
15,80%
•
•
•
•
•
•
•
•
•
•
•
Traditions with respecting ancestors
Orientation towards the past
Orientation and security: faith, obligations, habits, domestic life
Traditional gender roles, puritanism
Cocooning, protection of the family
Peace and inner harmony
Moral society: retribution
Thrift
Honesty
Asking for regulations and rules
More conservative than open-minded
Lifestyle
•
•
•
•
•
•
•
Conservative life in a regulated world
Regional and traditional life
To save money - not to spend much money
Cooking, cleaning, watching television, listening to the radio
Being together with spouse, kids or grandkids
Socializing with friends around town
Religion, attend place of worship
•
•
•
•
•
Seniors in retirement
60 years plus
Married or widowed
Lower education level
Lower to medium income
Attitude towards shoes
•
•
•
•
•
•
Shoes must be convenient and comfortable
Indifferent towards brands
Trendy design is less important and neglected
No acceptance of a loss of comfort in favor of a
trendy design
Price is an important aspect for everyday shoes
Comfort mainly stands for light weight as well as
flexibility and softness
Retail outlet and consumption
•
Farmer’s market, stalls
•
Supermarket, grocery store, drugstore, pharmacy
•
Traditional retail trade with qualified personnel who
can give advice and recommendations
•
Good service is required
•
Continuity is important
•
Interest in food, cooking, home and garden
•
Interested in the family
Brand Architecture: Basic
Consumer group: Settled
Demographics
Values
Settled
Exercise to keep fit
Regulation
Thrift
Share of
population
Traditions
Being together with spouse, kids,
grandkids
Respecting ancestors
Sweden
male 7%
female 9%
China
male 7%
female 9%
USA
male 7%
female 16%
Attend place of worship
Faith
Socializing with friends
Poland
male 21%
female 27%
UK
male 7%
female 13%
NL
male 12%
female 13%
Germany
male 12%
female 13%
Settled
Country
Gender
Sweden
China
USA
Share of population
Male
34%
34%
33%
Spending in ECCO relevant market
ECCO purchase within the past year
Brand Strength (BPI)
Female
Male
Female
Male
Female
Male
Female
10%
100
110
75
25
93
91
23%
133
126
119
161
104
106
10%
116
130
156
87
123
99
Poland
21%
8%
148
165
215
147
95
80
United Kingdom
35%
13%
235
308
106
39
88
74
Netherlands
23%
8%
127
142
91
33
94
72
Germany
19%
6%
94
61
•
•
•
•
•
•
•
•
•
•
•
•
•
•
Life is hard and a chore
Fulfilling obligations [duty] to achieve wealth, material security, independence
Fulfilling a job (the job is not a passion)
Waiting for the big chance (status advancement)
Public image in a strong society (retribution) important
Protection of the family and country
Conformists
Respecting the law
Demanding a strong society and government
Security seeking / less risk in life
Restricted in accepting liberal opinions
Traditional oriented, relying on the past
Traditional
Unobtrusive life / living in a smaller world
Lifestyle
•
•
•
•
•
•
•
•
•
Simple lifestyle
Passive life
Parenting/raising children
Home improvement
Cars, motor vehicles
Watching sports
TV for entertainment
Entertain guests at home
Spectators not actors
•
•
•
•
•
Working class families
Between 26-55 years with many children
Often homemaker or unemployed
Lower education level
Low to medium income
Attitude towards shoes
•
•
•
•
Shoes must be convenient and comfortable
Fashion trends are neglected
Price is an important aspect for everyday shoes
Comfort mainly stands for fit as well as flexibility
and softness
Retail outlet and consumption
•
•
•
•
•
•
•
Discount stores, mail order, chain stores
Street fairs, kiosks, convenience stores
Hypermarkets, supermarkets
Price oriented
Prefer strong brands, especially for household items:
a strong brand stands for security, durability and
no risks
Very use-oriented
Preference of national products
Brand Architecture: Non Categorized
Consumer group: Homebodies
Demographics
Values
Homebodies
Material security
Watching sports
Shop for groceries
Respecting
the law
Duty
Sweden
male 19%
female 13%
Fulfilling work
Passive and
simple
Cars, motor vehicles
China
male 9%
female 6%
Do home maintenance
Public
image
Share of
population
Parenting/raising children
Entertain guests at home
USA
male 20%
female 15%
Poland
male 26%
female 12%
UK
male 17%
female 14%
Sex
Wealth
NL
male 28%
female 22%
Germany
male 23%
female 15%
Homebodies
Country
Gender
Share of population
Spending in ECCO relevant market
ECCO purchase within the past year
Brand Strength (BPI)
Male
Female
Male
Female
Male
Female
Male
Female
Sweden
19%
13%
65
57
97
70
98
98
China
9%
6%
48
57
29
30
84
104
USA
20%
15%
62
41
53
0
80
83
Poland
26%
12%
36
47
16
92
91
97
United Kingdom
17%
14%
61
50
0
37
123
97
Netherlands
28%
22%
87
82
89
51
123
97
Germany
23%
15%
58
76
•
•
•
•
•
•
•
•
•
•
Life is beautiful
Narcism: looking good, self-interest, beauty, romance
Materialistic life with desire for status and wealth
A youthful lifestyle full of excitement, adventure, pleasure, sex, fun
A varied life from intuitive and creative people
Hedonistic consumption: Living a modern life, being “in”
Torn between dreams and reality
Materialistic/hedonistic/optimistic
Not intellectual/not interested in politics
More emotional than rational
Lifestyle
•
•
•
•
•
•
•
•
•
•
•
•
•
Visit a disco/club or karaoke bar
Personal appearance, fashion, beauty
Go to the movies
Read magazines and newspapers
Have a drink/snack in a café/pub
Purchase food item “to go”
Play electronic, video, or computer games
Pop Music
Body conscious / body care
Fashion followers (but no trend-setters)
Peer groups and peer group activities
Shopping (as a hobby)
Fast life
•
•
•
•
•
Students and full-employed under 40
years in white collar jobs
Singles and living together
One or two children
Middle education level
Medium to high income
Attitude towards shoes
•
•
•
Design and trend instead of comfort and quality,
lower price levels Preference of shoes showing
the latest fashion trends
“In” brands are important
Brand, shape/design and color are important aspects
for everyday shoes
Retail outlet and consumption
•
TV shopping channel
•
Hypermarkets, convenience stores, warehouses
•
Low price boutiques and chain stores
•
Personal appearance/fashion/beauty
•
Spontaneous/emotional purchases
•
Irrational consumers guided by their desires
Brand Architecture: Non Categorized
Consumer group: Dreamers
Demographics
Values
Dreamers
Fast food
and ”to go
Exercise to keep fit
Romance
Self-interest
Looking good
Share of
population
Sunny Side of Life
Status
Sweden
male 3%
female 10%
China
male 2%
female 8%
Have a drink/snack
in a café/pub
USA
male 5%
female 7%
Individuality
Poland
male 5%
female 10%
Go to the movies
Visit a disco/night club
EImage
UK
male 3%
female 13%
NL
male 4%
female 8%
Germany
male 3%
female 12%
Dreamers
Country
Gender
Share of population
Spending in ECCO relevant market
ECCO purchase within the past year
Brand Strength (BPI)
Male
Female
Male
Female
Male
Female
Male
Female
Sweden
3%
10%
100
110
83
103
81
92
China
2%
8%
126
104
0
46
132
102
USA
5%
7%
73
103
147
118
122
69
Poland
5%
10%
101
100
78
107
108
94
United Kingdom
3%
13%
149
174
0
0
74
88
Netherlands
4%
8%
193
133
33
34
105
78
Germany
3%
12%
87
84