a new approach for segmentation.
Decoding consumer tribes to supercharge brand strategy.
The brief
Bellerose had no customer segmentation and addressed its whole audience in the same way. The brand needed a framework to better understand its clients and guide both communication and product design.
Strategic approach
By analyzing purchase behaviors, competitor patterns and lifestyle data, we identified six distinct consumer families. This segmentation created a shared language for brand, product and marketing teams.
The impact
We enabled more targeted communication (who, where, when, how) and informed product development (assortment, drops, sizing, features). The brand shifted from intuition-led to insight-driven decision-making, laying the foundation for long-term CRM and creative strategy.
Our role
- Built the segmentation framework and defined six personas
- Supervised the project and crafted the strategic narrative
- Pitched and rolled out the model internally to marketing and design teams
