EXPLORATIONS BY CARLIN CREATIVE TREND BUREAU

3 July 2017

Since its inception, Carlin Creative Trend Bureau has introduced spearhead lingerie and ensures the commercial success of the biggest brands.

Today, the office does not end there and is working with the IME Conseil and the SCEMA to launch “Explorations”, an unprecedented exploratory approach to female psychologies allowing brands to respond to women’s perennial motivations. Because a happy customer is worth two (at least)!

Explorations? Results that change our thinking about the consumer through an exclusive method based on the cognitive sciences.

GET TO KNOW YOUR FRENCH TARGET TO BE FULLY ATTRACTIVE ON THE FRENCH MARKET THANKS TO 3 UNMISSABLE FACTS:

Assumption # 1: Purchase act is based on socio-demographic variables (Age, CSP, education).
FALSE! Sociodemographic variables impact only 4.2% on the purchasing act.

Assumption # 2: Self-esteem and body perception influence the choice of lingerie and the enhancement of the silhouette.
FALSE! They affect only 2% of the purchase decision.

FACT # 1: Primary motivations are the main lever of the purchase: they condition 21.5% of the act!
FACT # 2: Self-efficacy (the feeling of being or not being able to do something) is also a key factor in purchase.

When strengthened, it increases the frequency of purchase and annual budget.

For example: A high feeling of self-efficacy, related to comfort purchase, multiplies seeking out enhancement of her silhouette by 2.
If I’m able to buy a “comfort” product, I seek to enhance my silhouette twice as much.
Comfort and silhouette enhancement are inseparable.
So what are the primary motivations of your French target? How to interpret and use them to meet the expectations of your consumers making your brand attractive on the French market? How to win their loyalty in a sustainable way through the activation of their Self-efficacy during purchase?

These are the questions Carlin Creative Trend Bureau, IME Conseil and SCEMA answer to, thanks to “Explorations”, an observatory of cognitive behavior for lasting loyalty.

More information : vcorbasson@carlin-creative.com

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