Database classifies every adult’s fashion tastes
Fashion Segments was created using a range of Experian s proprietary data sources and uses the same methodology as Mosaic, its established people classification tool. The new tool has been built using data from TNS Worldpanel Fashion, which monitors the clothing, footwear and accessories purchasing trends of 15,000 demographically representative British individuals. The classification tool has been designed to help manufacturers, retailers and agencies to position products more effectively.
The system takes into account factors such as whether people are experimental, conservative, style-conscious, practical, quality or purely cost driven when shopping for clothes, shoes and fashion accessories. The service uses advanced clustering technique to group together individuals who, on the basis of what Experian knows about them, have similar propensities across a very wide range of fashion attitudes and behaviors.