Digital Marketing Report: Analyzing The Iconic's Customer Segments

This report analyzes the customer segmentation strategies employed by The Iconic, a prominent online fashion and sports retailer operating in Australia and New Zealand. The analysis divides The Iconic's customers into three key segments: demographic, psychographic, and behavioral. The demographic segmentation focuses on age (18-25 and 25-40), income (middle and high), and product preferences across clothing, shoes, and accessories for both genders. Psychographic segmentation highlights lifestyle preferences, particularly a desire for stylish and fashionable products, and attitudes towards both international and local brands. Behavioral segmentation considers customer purchasing behaviors, including brand preferences, price sensitivity, and quality consciousness. The report concludes that The Iconic effectively targets these segments through its digital marketing strategies, emphasizing the importance of understanding customer characteristics to enhance online retail performance. The report references the analysis of customer segments to determine the most effective methods of marketing.

Digital Marketing
5/6/2018
The ICONIC

Digital Marketing 1
Customers of “The Iconic”
The company is one of the leading online fashion and sports retailers that offer its services in the
market of Australia and New Zealand (The Iconic, 2017). The company got a positive response
from their customers towards their products because of the digital marketing strategies (which
include promotion of products through online sources) of the company. These customers of the
iconic are divided into the three segments which are discussed below: -
Product Demographic
segmentation
Psychographic
Segmentation
Behavioral
segmentation
Clothing
Male
(fitness wear, casual
wear, formal wear,
pants, and many
others)
 Age group- 18-25
and 25-40 years
 Income group-
Middle and high-
income group
 Lifestyle
 Attitude for
wearing stylish
and latest dresses
 Prefer
international and
local brands
 Fashionable
products
 Price as well as
quality conscious
Female
(fitness wear, casual
wear, dresses, formal
wear, tops, lingerie
and many others)
 Age group- 18-25
and 25-40 years
 Income group-
Middle and high-
income group
 Lifestyle
 Attitude for
wearing stylish
and latest dresses
 Prefer
international and
local brands
 Fashionable
products

Digital Marketing 2
 Price as well as
quality conscious
Shoes
Male (Casual shoes,
lifestyle shoes, boots
dress shoes,
sneakers,
performance shoes
and many others)
 Age group- 18-25
and 25-40 years
 Income group-
Middle and high-
income group
 Lifestyle
 Attitude
 Prefer
international and
local brands
 Fashionable
products
 Price conscious
Female (Casual
shoes, sandals,
slippers and
accessories,
performance shoes
and many other)
 Age group- 18-25
and 25-40 years
 Income group-
Middle and high-
income group
 Lifestyle
 Attitude
 Prefer
international and
local brands
 Fashionable
products
 Price conscious
Accessories
Male (bags, watches,
sunglasses, socks,
jewellery and many
other)
 Age group- 18-25
and 25-40 years
 Income group-
Middle and high-
income group
 Lifestyle
 Attitude
 Prefer
international and
local brands
 Fashionable
products
 Quality conscious
Female (bags,  Age group- 18-25  Lifestyle  Fashionable

Digital Marketing 3
watches, sunglasses,
hats and caps,
wallets, and many
other)
and 25-40 years
 Income group-
Middle and high-
income group
 Attitude
products
 Prefer
international and
local brands
 Quality conscious
Considering the analysis of the segmentation most of the female customers prefer casual stylish
wear in clothing segment along with the quality accessories with age group of 18-25. On the
other, female with 25-40 prefer more of shoes and clothing which include wedding dresses.
Talking about male category, male of group 18-25 and 25-40 prefer shoes the most as they find
branded products.
Demographic segmentation
This market is segmented on the basis of age, race, religion, family size, income, and many other
factors (Chernev, 2018). The major age group that is targeted by the company include people
from the age group of 18-25 and 25-40 years. The company has selected this age group because
this group includes more of youth who like to keep themselves updated with the fashionable
clothes and sportswear. Moreover, the company emphasis on the people belongs to the middle
and high-income group with the use of the effective marketing strategies.
Psychographic Segmentation
This segmentation includes the dividing the market on the basis of values, traits, attitudes and the
lifestyle of the customers (Kotler, 2015). Many people of Australia believe in wearing stylish
outlet as this is the part of their lifestyle. Therefore, the Iconic Company believes in targeting

Digital Marketing 4
those customers who wear stylish and latest dresses. The attitude of the female towards the
dresses help the company to keep updates the stylish dresses on their online portal and makes use
of the digital marketing strategies through which they can attract the customers.
Behavioral segmentation
This segment is based on the actual consumer buying behavior and it splits the market into the
customers on the basis of their knowledge, response to a product, use of the product and many
others (Hollensen, 2015). The iconic company found that customers are demanding for both
international and local brands due to which they extend the range. Moreover, the response
towards the fashionable products available in the category was positive and the use of the
products increased due to which the company decided to target the behavioral segmentation. The
customers who mainly fall under the behavioral segmentation are those who are the price as well
as quality conscious.