1

HML-ModemarketingDr. Leichum & Partner GmbH office @hml-modemarketing.de

Voelckerstraße 6 Tel +49 69 72 10 14

60322 Frankfurt am Main Fax +49 69 72 10 18

HML-Target-Group-System

Examples

0117

HML-Target-Group System

Division of the Segments

Germany

trendy/ 1

modern/ 2

classicconservative / 3

No style/ 4

2a3a

1b2b3b

1c2c3c

business woman/man

No style

4

Avant-garde

higher market / A

middlemarket / B

price market / C

1a

1st. dimension level of demand

2nd dimension

fashion degree

sophisticated

classic

young

fashion

modern

woman/manmodern

classic

Jeans

typeCasual

woman/man

normal

consumer

No

style

trendy/ 1

modern/ 2

classicconservative / 3

No style/ 4

2a3a

1b2b3b

1c2c3c

business woman/man

No style

4

Avant-garde

higher market / A

middlemarket / B

price market / C

1a

1st. dimension level of demand

2nd dimension

fashion degree

sophisticated

classic

young

fashion

modern

woman/manmodern

classic

Jeans

typeCasual

woman/man

normal

consumer

Examples

How to find my target group?

My target group:

2a + 3a: 40-64 years old;

up to 3.000 € net

household income

2b + 3b: 40-59 years old;

above 2.000 € net

household income

= 2,8 million women

my

target group

4

Examples

What are the main features of my target group?Age groups

Net household income (euros/month)

0% 0%

30%

51%

19%

0%

19%16% 17%

14% 16% 18%

0%

10%

20%

30%

40%

50%

60%

14 - 29 30 - 39 40 - 49 50 - 59 60 - 69 70 +

my target group

all women

4% 7%

26%

34%

21%

8%

30%

19%

13% 13% 15%11%

0%

10%

20%

30%

40%

unter1.499

1.500- 1.999

2.000- 2.499

2.500- 2.999

3.000- 3.999

über4.000

my target group

all women

5

Examples

How does my target group live, think and feel?

Consultation

41%

50%

12%

28%

61%

13%

0%

10%

20%

30%

40%

50%

60%

70%

like to be consultedin the store

prefer browsingwithout help

don't care

my target group

all women

6

Examples

What does my target group buy?

Product-range comparison: Quantity in percent

0%

5%

10%

15%

20%

25%

30%

dress coats suit w/skirt or pants

jackets skirts pants blouse knit-wear

sweats/T-shirts

my target group

all women

Product-range comparison: Value in percent

0%

5%

10%

15%

20%

25%

30%

dress coats suit w/skirt or pants

jackets skirts pants blouse knit-wear

sweats/T-shirts

my target group

all women

7

Examples

Which price levels does my target group buy?

Pants

0%

5%

10%

15%

20%

25%

30%

0-19

20-29

30-39

40-49

50-59

60-69

70-79

80-89

90-99

100-119

120-139

über140

all buying locations

specialized retailer

my sales price

8

Survey Details

Basket of commodities: The following items are collected

• Women’s outerwear

• Men’s outerwear

• Kid‘s outwear

• Women’s shoes

• Men’s shoes

• Kid‘s shoes

• Accessories and costume jewelry

• Women’s underwear and stockings

Buying locations: The following distribution channels are surveyed

• Distribution channels for garments

• Distribution channels for shoes

• Distribution channels for accessories and costume jewelry

• Distribution channels for underwear and stockings

Buying occasions:

• Buying occasions are surveyed

9

Survey Details

Basket of commodities: outerwear

Women‘s outwear

(even for girls)

• Dress

• Coat

• Suit, coordinate

• Pants suit

• Indoor jacket

• Outdoor jacket

• Skirt

• Tousers

• Blue jeans

• Casual pants

• Shorts pants

• Blouse

• Knitware

• Sweatshirt

• T-Shirt, polo

Men‘s outerwear

(even for boys)

• Coat

• Suit

• Indoor jacket

• Outdoor jacket

• Tousers

• Blue jeans

• Casual pants

• Shorts pants

• Shirts

• Knitware

• Sweatshirt

• T-Shirt, polo

10

Survey Details

Basket of commodities: shoes

Women‘s shoes

• Pumps, ballerinas

• loafers with laces

• sneakers

• slippers, sportive pumps, college-

style shoes (trotteurs)

• slings

• brooch shoes

• sandals

• clogs, sabots

• mules

• city and bootleg boots

• bootees, short-leg boots

• other boots

• hiking shoes

• everyday sports shoes

• functional sports shoes

Men‘s shoes

• loafers with laces

• sneakers

• slippers

• sandals

• flats

• clogs, sabots

mules

• bootleg boots

• boots with laces

• bootees, short-leg boots

• Alabamas

• other boots

• hiking shoes

• everyday sports shoes

• functional sports shoes

11

Details

Basket of commodities: kid‘s shoes

Shoes for girls and boys

• Shoes to learn to walk

• loafers with laces/velcro shoes

• Sneaker

• Ballerinas, pumps, slippers

• Sandals, mules

• Clogs

• Flip-Flops

• House shoes

• High boots

• Low boots

• Wellingtons

• everyday sports shoes

• functional sports shoes

12

Survey Details

Basket of commodities: Accessories and underwear

Accessories, Costume Jewelry

• Handbag, shoulder bag, city bag

• Fashionable backpack (not for

hiking nor for use as a school bag)

• Gloves

• Belt

• Hat, bonnet, cap, headband

• Scarf, shawl

• Sunglasses

• Hair band, barrette, hair

accessories

• Ring

• Bracelet

• Necklace

• Earrings

• Brooch

Underwear and stockings (women)

• Brassiere

• Bodice

• Undershirt

• Panties (all shapes)

• Bodysuit

• Night shirt

• Pajamas

• Pantyhose

• Socks

• Knee-high socks

• Tights

13

Survey Details

Distribition channels for garments and shoes

Garments

• small specialized retailers

• large specialized retailers

• chain stores

• department stores

• mail-order companies

• price market

• others

Shoes

• large and small specialized retailers

• chain stores

• shoe stores with mainly high-priced,

sophisticated merchandise

• discount shoe stores, shoe markets

• clothing stores with shoes in their

product range

• department stores

• mail-order companies

• sporting-goods stores

• others

14

Survey Details

Distribution channels

Accessories und costume jewelry

• specialized retailers for costume

jewelry, accessories

• large clothing stores

• boutiques, small specialized retailers

for clothes

• exclusive specialized retailers,

designer boutiques

• C&A, H&M

• department stores

• clothing markets

• mail-order companies, Internet stores

• discounters, coffee stores

• shoe stores

• sporting-goods stores

• specialized stores for leather,

handbags

• other

Underwear and stockings (women)

• specialized retailers for underwear

• large specialized clothing retailers

• boutiques, small specialized clothing

retailers

• exclusive specialized retailers, designer

boutiques

• C&A, H&M

• department stores

• clothing markets

• mail-order companies, Internet stores

• discounters, coffee stores

• shoe stores

• sporting-goods stores

• others

15

Survey Details

Buying Occasions

The following buying occasions are surveyed

I need the garment fo:

• my job, school, work

• sports

• excursions, hiking

• festive or special occasions, from clubs to theaters and other society events

• leisure

• visits, invitations

• vacation

• other reason

• no special reason,

I bought the garment because

o I liked it overall

o I liked the color

o the price was low

o I particularly like the fashion