Visualizing target profiles based on generational characteristics supported by long-term consumer research data, which serve as the foundation for marketing strategies.
The "ifs Original Generation Classification" is a fundamental perspective of market analysis established by ifs based on 30 years of consumer research focused on fashion. By combining generational characteristics backed by research data, such as consumer behavior, values, and preferences, with the latest trends, experts in consumer analysis visualize the tastes preferred by the target audience and the lifestyle they seek.
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basic information
■Features 1. Increased objectivity of hypotheses established in-house: Experts in consumer analysis substantiate hypotheses based on specialized knowledge. 2. Reduction in research costs and time: By utilizing accumulated knowledge and data, there is no need to conduct research each time. 3. Resolution of discrepancies in perspectives and recognition both internally and externally: A common understanding of generations is established, leading to smoother communication within and outside the organization. ■Common Market Challenges 〇 Uncertainty about target preferences: Wanting to develop the market, but unable to create a strategy due to low resolution of consumer profiles. 〇 Targeting based on preferences is difficult: Wanting to sell through design and worldview, but consumers are diverse, making it challenging. 〇 Target preferences change rapidly: Just when it seems preferences have been captured, they turn out to be merely a transient trend. 〇 Unable to demonstrate the rationale for preferred designs: Since design renewals cannot afford to fail, there is a desire to present a rationale. → With consumer analysis based on "ifs original generational classification," it is possible to systematically derive target preferences such as tastes and desired lifestyle images.
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Applications/Examples of results
● I want to renew the design to match the changing generational image. For products targeting "families" and "women in their 〇s," the generational image we had in mind is starting to diverge from reality. → We will be able to show the rationale behind why certain designs are preferred. "Generational Design Collage" based on generation × trends: We will provide design sources such as preferred packaging and communication based on the preferences and lifestyle data of the target generation. ● I want to communicate with organizational members and customers of different ages. In a workplace with members of various ages, we are struggling with communication breakdowns because we do not understand each other's intentions behind statements and actions. → This will also help with mutual understanding in sales areas and organizations. "12 Generations Encyclopedia" allows us to learn about the differences in values across generations: We will provide information and learning opportunities to help understand various generational differences and improve mutual understanding and communication in sales areas and organizations. We will provide hints to solve various generational-related concerns your company may have.
Company information
Our company is a comprehensive consulting firm that creates future value. Since our establishment in 1971, we have been broadly involved in all aspects of lifestyle, including clothing, food, housing, entertainment, and knowledge, from a unique fashion marketing perspective. We aim to contribute to the realization of a richer life through consulting on corporate brand strategies, product development, and various tasks such as introducing domestic and international brands and creating sales spaces. Please feel free to contact us if you have any inquiries.
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