We had already accompanied the Swedish fashion leader during their first years in Mexico, supporting the growth of the brand through different communication actions. Now, they presented us with a more complex challenge: with a view to the upcoming launch of its eCommerce in the country, the multinational needed to delve into the characteristics of the digital fashion consumer in Mexico.
Any market has a series of peculiarities that distinguish it from the rest, and in Mexico this phenomenon is especially notable. The socio-demographic profile of the Mexican consumer is complex; it responds in a particular way to factors related to price, quality, type of establishment, trust, convenience, etc.
For this reason, our local team, based in Mexico City, was very aware that international consumer standards or prototypes were not going to be useful (not even for talking about consumers of the same brand), so an ad hoc research was needed to reveal the singularities of the Mexican fast fashion consumer.
What does the online fashion buyer look for?
Fashion shopping responds to a complex set of experiences, values and motivations. Beyond the purchasing level, the consumer’s choice of a particular brand responds to a particular lifestyle and attitude. Feelings such as belonging, personal expectations or aspirational desire influence the choice of one or another alternative.
Taking into account these determining factors, our challenge was to map the shopping experience of fashion consumers (both the brand itself and others), in order to understand their desires, needs and expectations. To do so, we first proposed to carry out a social listening work, with the aim of analysing the perception of digital fashion shopping in Mexico. We then defined the archetypes of the brand’s buyers, with their corresponding feelings and motivations; and finally, we drew the brand’s customer journey map, articulating around it the whole communication and awareness strategy.
Active listening to the digital conversation
The social listening phase focused on understanding the environment in which eCommerce is developing in Mexico: Who is talking about the sector? What experiences are shared in social networks? Which brands are most mentioned? Which moment in the purchasing process generates the most interactions?
From this process of listening, we obtained a series of insights. For example, that consumers only share their purchase experiences when they exceed their expectations, both for good and for bad; that men tend to highlight negative experiences and women, positive ones; that positive mentions generally originate in satisfactory customer service (the order arrives before time, an incident is resolved, etc.) and vice versa, negative men show the discomfort of a slow or inefficient service.
“Digital shopping had to offer attractive differentials compared to the traditional channel”.
In these focus groups we listened directly to the voice of consumers to understand their reasons for approaching or moving away from eCommerce: what were their fears when buying and what were the main drivers motivating online shopping. During the whole process, we were very aware of the context: let’s not forget that Mexico is a country where the reluctance to make digital purchases (fear of bank data theft, delivery failures, etc.) still deters many consumers; nor is the use of credit cards as widespread as in other countries, which is highly conditioned by the social scale.
Finally, we summarised what we learned in the workshops. Digital shopping had to offer attractive differentials compared to the traditional channel: ease of purchase, offers, promotions and exclusive models… The shopping experience had to be fluid and simple, and take into account elements that affect the emotional and inspire the buyer.
The culmination of the journey
Based on the insights obtained in the workshops, we also defined a series of archetypes of fashion buyers, divided into six categories: Student Fashion, Trendy Employee, Frester, Experience Maximiser, Entrepreneur Mother and Strong Independent Woman. For each of them, we identified personal motivations and interests, channels of interaction with the brand and opportunities to meet, both in physical and digital stores, their demands and needs.
Finally, we designed the complete customer journey of the buyer, identifying points of friction and improvement, and proposing strategic actions for the decisive moments of the purchase process.
This comprehensive work was complemented by a social content strategy, aimed at generating recognition and strengthening commitment to digital fan communities. As the client gained confidence in the actions developed by Good Rebels’ division in Mexico, we acquired the status of digital partner, evolving from the mere adaptation of generic content sent from the Swedish parent company to the generation of actions and content by local teams, much better aware of the peculiarities of the Mexican consumer.
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