Bellerose : A new approach for segmentation

Bellerose had no customer segmentation and addressed its audience in the sameway. The brand needed a framework to better understand its clients and guide bothcommunication and product design.

By analyzing purchase behaviors, competitor patterns, and lifestyle data, we identified six distinct consumer families. This segmentation created a shared language forbrand, product, and marketing teams.

We enabled more targeted communication (who, where, when, how) and informed product development (assortment, drops, sizing, features) to the customers. We also decided to shift from intuition-led to insight-driven decision-making and laid the foundation for long-term CRM and creative strategy.

• 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