Milwaukee FASHION

Data giant Experian and TNS have joined forces to classify all 44 million UK adults according to their attitudes and behaviour towards fashion and clothes shopping. The resulting Fashion Segments places every consumer into one of 35 different types divided by gender.

Shoppers are then categorised by terms such as ‘high fashion for less’, ‘image as identity’, ‘dressed in the best’, or ‘any shirt will do’ – definitions which take into account factors such as whether people are experimental, conservative, style-conscious, or purely cost driven when shopping for clothes, shoes and fashion accessories.