Quantitative analysis

Our respondents were mostly young people, aged from 17-25 (72%). More than a
half of them were female (52%). Only a quarter of the respondents were familiar with
the brand Reserved.

The results
1. The goal of cross tabulation of questions What is your gender? and
How much would you usually spend per month on clothing and
accessories? was to find out the relationship between the customers
gender and expenses for apparel in one month.
Count of Please, specify your age: Column Labels
Row Labels Female Male Grand Total
1 5 times per year 6 5 11
2-3 times a month 3 1 4
4-7 times per month 2 2
5 10 times per year 8 5 13
8+ per month 1 1
Once a month 5 3 8
Grand Total 22 17 39

2. To find out what is the relation between customers gender and

frequency that they shop we have performer cross tabulation of
questions What is your gender? and How often do you purchase a
new item of clothing/accessory (bags etc.)?.
Count of Please, specify your age: Column Labels
Row Labels Female Male Grand Total
11 - 30 6 2 8
120 - 150 1 3 4
200 + 2 2
31 - 50 5 1 6
50 - 70 6 5 11
70 - 90 1 3 4
90 - 120 2 1 3
Less than 10 1 1
Grand Total 22 17 39

The cross tabulation showed surprising results. We can see that both young
Belgian females and males shop equally often and spend approximately the
same amount on clothes per month.
The graph above proves what the qualitative research has shown. The most
important features of shopping experience for the customers are:
Quality
Price
Convenient location of the store.
Based on these results, we can conclude that we have to focus on good price/quality
balance, because the customer are ready to pay a bit more for durable and higher
quality clothes. That is why as our entrance strategy we wont be lowering our
prices, but rather go with fast fashion average.
The other important feature is convenient location, which means that we should
place our store in an easily accessible, central place in the city. This would not only
increase shop traffic but will also serve as brand communication and promotion tool.
The graph above shows which shops our respondents visit most frequently. The
results are positive for us, because the shops with highest scores H&M and Zara
are in the same market segment as Reserved brand.
That means that Belgium is a good market for our brand, we can see that the stores
with similar price range are the most popular ones.

The graph above provides us with an insight on what the most effective means of
promotion and brand communication would be.
45% of respondents indicated that styles in stores, meaning the layout and
presentation of fashion looks, have great influence on how they perceive the brand
and on their purchasing decision.
Friends and family advice is second important factor in choosing an apparel shop.
We could reach out to the younger customers through social media: banners and
page suggestions on Facebook, Instagram give-aways etc.
Celebrity styles are as well an important source of fashion inspiration. A celebrity
ambassador will draw attention to the brand, increase publicity and trustworthiness
of the brand. Customers will be able to identify themselves with the ambassador,
which will give them a feeling of exclusivity.