The Outnet: Enabling a retail leader to capture the US market

SCB Partners has worked with The Outnet on a number of key research projects to inform their business, including collaborating to develop their core typologies as well as uncovering opportunities in both their primary and secondary markets.

Challenge

Fashion retailer The Outnet wished to understand the opportunity for its brand in the US – and how it ought to successfully capture this market.

Approach

Success hinged on deeply understanding the US consumer. First, this large consumer group was segmented into different types. Ethnographic work, including in-depth interviews, wardrobe walk-throughs, and ‘live’ digital diaries, provided a rigorous understanding of the preferences and habits of each. Findings were further substantiated through an original, primary quantitative study.

Alongside this first-hand research, the US fashion market was analysed to uncover potential opportunities for the brand. Together, these insights informed a strategic plan that detailed how The Outnet should best engage and win over US fashion consumers.

The report’s insights, which were delivered to teams throughout the company, immediately informed the brand’s marketing and communications.