Fashion Forward

JANUARY 2024
Fashion
Forward
UNDERSTANDING TARGET AUDIENCE SEGMENTS FOR HUSH
Confidently On-trend
Keeping it casual and
cool, these laid back style
enthusiasts are all about
staying on-trend and having
fun with fashion.
page 6
Effortlessly Stylish
Not easily overwhelmed, our
Effortlessly Stylish shoppers
like to feel ready for anything
– and they need their clothing
to match their lifestyle.
page 12
Luxe Fashionista
Turning heads is a top priority
for these fashionistas, with
a taste for statement pieces
and high-fashion looks.
page 18
ISSUE 01

January 2024
Fashion Forward
Contents .
Confidently
On-Trend
Effortlessly
Stylish
Luxe Fashionista
Casually Quirky
High Street
Classic
Functionally
Convenient
Keeping it casual and
Not easily overwhelmed, our
Turning heads is a top priority
While fashion trends may
At first glance, High Street
This group of women
cool, these laid-back style
Effortlessly Stylish shoppers
for these fashionistas, with
not be a top priority for this
Classic shoppers have no
describe their clothes as
enthusiasts are all about
like to feel ready for anything
a taste for statement pieces
group, they take pride in their
particularly strong opinions
casual and comfortable,
staying on-trend and having
– and they need their clothing
and high-fashion looks.
appearance, and use clothing
on their personal style.
choosing items for their
fun with fashion.
to match their lifestyle.
to express themselves.
function over style.
/ 6
/ 12
/ 18
/ 24 / 28 / 32
Segment size
Segment size
Segment size
Segment size
Segment size
Segment size
14% 19% 11% 17%
20% 19%
Spend (L6M)
Spend (L6M)
Spend (L6M)
Spend (L6M)
Spend (L6M)
Spend (L6M)
Shopping frequency
Shopping frequency
Shopping frequency
Shopping frequency
Shopping frequency
Shopping frequency
HUSH engagement
HUSH engagement
HUSH engagement
HUSH engagement
HUSH engagement
HUSH engagement
Fashion adoption
Enthusiast
Fashion adoption
Follower
Fashion adoption
Devotee
Fashion adoption
Individualist
Fashion adoption
Latecomer
Fashion adoption
Avoider
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January 2024
Fashion Forward
A note from your editors
Welcome .
As we embark upon a new year, it’s the perfect time to reflect on previous success, set
out your goals for the next 12 months, and map out your path for continued growth.
Here, we hope to ground
your strategy in consumer
knowledge and inspire you to
embed this insight into future
actions.
The fashion market can often
feel like a cluttered space,
with hundreds of brands
across the spectrum from
fast fashion to luxury labels,
all competing for their share
of the consumers’ wallet.
This is a difficult landscape
to navigate, so understanding
where you sit within the
market and locking-in your
target customer is critical to
streamlining your mission.
Our approach puts the
consumer at the heart
of decision making, with
the aim to drive sales by
strengthening your brand’s
position and identifying
opportunities that will set you
apart from competitors. And
with so many motivations
and desires at play for every
woman looking to make the
next addition to her wardrobe,
the more you understand
about her mindset, the easier
it will be to ensure you gain a
spot on her wishlist.
We hope you enjoy delving
into the nuances of the six
groups of fashion buyers
within these pages. Immerse
yourselves in their personal
style, attitudes to life, and
crucially their shopping
habits. So, read on to
discover the key to unlocking
new opportunities for HUSH
in 2024 and beyond.
&
Lisa Davies Louisa Moore
Editors in chief
A WORD FROM THE HEAD OF CONSUMER, WILLIAM BLACKETT
“We believe the customer is your ‘north star’. Understanding your brand, and the
landscape in which you operate, in the eyes and hearts of your customers, can
enable you to make informed decisions to increase sales, grow market share and
optimise marketing investment.”
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January 2024
Fashion Forward
Confidently
On-trend
Relaxed
Casual
Fashionable
Comfortable
Laid-back
About their
style
Keeping it casual and
cool, these laid-back style
enthusiasts are all about
staying on-trend and having
fun with fashion. They keep
their fingers firmly on the
pulse of current trends,
and frequently rotate their
wardrobe throughout the
seasons to keep it feeling
fresh.
Whilst they always want
to feel fashion-forward,
90%
choose clothes they
can dress up or down
they’ll go for relaxed fits
over structure and tailoring.
Styling comes easily, they
bring confidence to the
fashion arena, and pride their
ability to effortlessly piece
together casual staples and
exciting statement pieces to
create a high-fashion look.
So, when shopping, they hunt
out versatile garments that
they can re-style for every
occasion – from a brunch
date to evening drink.
They’re drawn-in by a
clothing range that they can
mix and match. But brand
trust is equally important.
Though they’re avid scrollers,
they only want to consume
authentic brand content that
reflects their own personality
and style.
When I think about an
outfit, I think of make up,
hair, jewellery, you just
need one piece to stand
out and that makes the
outfit.”
Confidently On-trend, 30–39, Manchester
How they
shop
Confidently On-trend women
can most likely be found
perusing high-street retailers
in search of great value
gems. Though they have a
relatively healthy budget to
fund their love of fashion,
they want their money to
stretch as far as possible.
H&M, Zara, and ASOS, are
constant crowd-pleasers,
offering up a wide selection
of stylish staples with
budget-friendly price tags.
However, they occasionally
wander further afield into
some higher priced retailers
to amplify their look – &
Other Stores and Reformation
pique their interest.
Whilst they are most likely
to seek inspiration through
online browsing, they also
enjoy an in-store visit to get a
real feel for their favourites.
Comfort and fit are key,
so they’re no strangers to
the dressing room where
they can test different
combinations without the
hassle of returns.
CONFIDENTLY ON-TREND
CONFIDENTLY ON-TREND
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January 2024
Fashion Forward
Engagement with
HUSH is very low
I love shopping, I’ll go to the Trafford
centre, and just browse when I have
the time. It’s exciting when you find
piece that you love and can’t wait to
try with other things.”
Confidently On-trend, 30–39, Manchester
Ways to
connect
These style icons are pretty
tech savvy and enjoy online
browsing where there is a
plethora of clothes available
at the tap of a finger. User
experience is therefore
important to this group, with
endless options they need
easy navigation and clear
communication – if done
well, this could help the
HUSH brand stand out from
the crowd.
Social media is their next
port of call – they’re our
85%
biggest double-tappers,
frequently window-shopping
across a range of socials
(like Luxe Fashionistas, they
over-index on Instagram,
Snapchat and TikTok).
Their feeds are filled with
influencers, celebrities,
and brand accounts;
placing endless amounts of
inspiration at their fingertips.
If HUSH want to connect with
these trendy trailblazers,
perfecting the brand’s social
profile is vital.
want their outfits to look like they’ve
been thrown together effortlessly
62%
buy at least one item that’s
in fashion each season
CONFIDENTLY ON-TREND
CONFIDENTLY ON-TREND
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January 2024
Fashion Forward
I’d say I’m fashionable and also like to wear
fashion that’s a bit more out there.
I like to be random with what I wear so
people would ask me why I’m wearing what
I’m wearing.
I feel a bit of pressure now with my outfits
because of how I usually style myself,
people expect to see something different.”
Confidently On-trend
Georgia, 30-39, London
What they
say
It’s important for me to be stylish so I try to keep
up with what’s in at the moment.
I like to wear things I know I can wear again, but
also pieces that are different to what my friends
are wearing.”
Confidently On-trend
Sophie, 30-39, Manchester
CONFIDENTLY ON-TREND
CONFIDENTLY ON-TREND
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January 2024
Fashion Forward
Casual
Classic
Comfortable
I like to find outfits that I can
adopt from day into evening.
That’s what I really like, because
then I feel like I’m making the
most out of what I’m buying.”
Effortlessly Stylish, 30–39, London
93%
like their clothes
to be versatile
and suitable for
all occasions
Timeless
Relaxed
How they
shop
mind. Here, they know they
can browse some of their
favourite brands all under
Effortlessly
Stylish
This group enjoy shopping,
but they’re not the most
frequent spenders
(particularly when compared
to Luxe Fashionistas or
Confidently On-trend);
likely treating themselves
every few months. They’re
one roof – including Hobbs,
Whistles and Jigsaw. Their
openness to browsing in
trusted department stores
makes them a prime target
for HUSH, and they’re the
most likely segment to have
already made a purchase.
About their
style
Not easily overwhelmed, our
Effortlessly Stylish shoppers
like to feel ready for anything
– and they need their clothing
to match their lifestyle. So,
they tend to choose versatile,
classic pieces that can take
them from one activity to the
next.
Whilst they usually opt for a
casual look, this group still
want to feel fashionable
– they dream of friends
describing their outfits as
effortlessly put together.
However, they sometimes
lack confidence when it
comes to styling (they’re
trend followers rather
than leaders); preferring
understated options that they
know they can rely on.
When making a purchase,
a well-fitting garment is an
absolute essential for these
women. And not just thinking
about sizing, they factor
in quality and comfort –
elements that help them feel
chic no matter the occasion.
considered in what they buy
and are happy to spend more
on pieces they can wear time
and again.
Effortlessly Stylish shoppers
love browsing in-store more
than any other segment.
So, when they think about
shopping, it’s retailers
like John Lewis and M&S
that immediately spring to
But what really sets
this group apart is their
investment in sustainable
values, something that plays
a key role in how and where
they shop – preferring to
choose brands that are
environmentally responsible
and clear about their
credentials.
EFFORTLESSLY STYLISH
EFFORTLESSLY STYLISH
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January 2024
Fashion Forward
48%
choose clothing retailers
based on their ethics and
sustainability credentials
Ways to
connect
I’m not a slave to the
latest trends but clothes
can still look fashionable
and me feeling good
in what I’m wearing is
important.”
They’re most likely to stick to
mainstream channels when
browsing at home for fashion
inspiration, preferring to go
straight to a search engine
or brand website rather than
trawling through socials.
They’re less active in their
fashion media consumption
than our other priority
segments (Luxe Fashionistas
and Confidently On-trend)
and generally feel as though
it’s less influential on their
daily lives – which is perhaps
With less interest in
socials, inspiration comes
more organically for the
Effortlessly Stylish group.
They enjoy seeing what those
around them are wearing,
particularly friends and
family. But they’re also open
to wider media content with
TV, podcasts, magazines and
newspapers all featuring in
their daily routine.
Effortlessly Stylish, 40–50, Manchester
tied to their desire for a more
sustainable lifestyle.
79%
Engagement
with HUSH is
MODERATE
do everything they
can to act in an
environmentally
responsible way on
a daily basis
EFFORTLESSLY STYLISH
EFFORTLESSLY STYLISH
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January 2024
Fashion Forward
What they
say
I have a laid-back sort of style. I
wouldn’t wear prints but would opt
for more block colours. Feeling
comfortable in my outfit is important
to me. It makes me feel confident.”
Effortlessly Stylish
Anna, 40–50, Manchester
My style is very understated in the
sense it’s not very bold or colourful,
but sort of muted, neutral tones.
It’s important that my outfits work
for what I’m doing that day.”
Effortlessly Stylish
Jennie, 30-39, London
EFFORTLESSLY STYLISH
EFFORTLESSLY STYLISH
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January 2024
Fashion Forward
Colourful
Fun
Classic
Fashionable
Feminine
80%
think clothing
quality is more
important than
buying lots of items
About their
style
Turning heads is a top priority
for these fashionistas, with
a taste for statement pieces
and high-fashion looks.
They’re not afraid to mix
things up and can be found
pairing their classic wardrobe
staples with designer
elements to give their outfits
a glam edge.
Devoted to standing out
from the crowd, they keep
their fingers on the pulse of
the latest trends to make
sure they’re ahead of the
curve. Their wardrobe has
many layers to it; they use
accessories to elevate
their style (think bold and
colourful) and love to get
dressed up for an occasion.
Fashion really is an extension
of their personality. They
style outfits to reflect who
they are and take great pride
in their choices. With this
in mind, they only shop with
brands they trust, knowing
they’ll be rewarded with high
quality, good fit and fashionforward
garments.
How they
shop
Our highest spenders, this
segment stretch their wallet
to achieve a luxe look – so
if you can draw them in
with a headline garment,
you’re in for a treat. They
love shopping, both online
& in-store, and can be found
regularly browsing for
inspiration or buying into
the next big trend – likely to
splash out on something new
every month.
Whilst they’re happy to
spend, and place value on
brand names, this doesn’t
limit Luxe Fashionistas to
exclusive and extravagant
labels – they can be found
shopping in a range of
retailers from high-street to
high-end. Their confidence
in styling means they
seamlessly integrate a range
of items into their wardrobe,
such as everyday essentials
from Mango, contemporary
pieces from Arket and
perhaps even feminine partywear
from Mint Velvet.
Luxe
Fashionista
I use fashion to express myself,
how I feel and also to how I
want to feel as well, to project
a sense of confidence. I think
that’s a really important thing.”
Luxe Fashionista, 30–39, London
LUXE FASHIONISTA
LUXE FASHIONISTA
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January 2024
Fashion Forward
Engagement
with HUSH is
MODERATE
I’ve got three nights
out in December, like
big nights out, so
I need to have like
3 different outfits
because they are with
some of the same
people. I have this
playsuit from H&M
that I might wear,
and this dress from
Anthropology for
another night, I just
love this collar.”
Ways to
connect
When it comes to inspiration,
these fashion gurus will
browse across a range of
online sources, but also
enjoy the immersion of a
physical store. A positive
shopping experience is
essential to entice these
ladies, especially as they
move across platforms. For
them, convenience is key,
and they’re willing to pay
a little extra to make their
experience all the more
enjoyable.
Socials need to look fabulous
too, as they’re avid scrollers
and look to brand pages for
styling inspiration – going
to Instagram, Snapchat and
TikTok more than most other
segments. As well as brands,
they follow celebrities and
influencers, so getting the
HUSH brand into these social
spheres is vital for engaging
with this group.
Luxe Fashionista, 40-50, London
52%
66%
are willing to pay more
for luxury, high-end,
fashion brands
like to make a
statement with
the clothes and
shoes they wear
LUXE FASHIONISTA
LUXE FASHIONISTA
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January 2024
Fashion Forward
I would describe my style as quite dressy;
I like to have stand out, with bright colours
and be a bit more daring, particularly when
it comes to evening wear.
This blazer is Mango, and I know it’ll work
with lots of outfits over Christmas.”
Luxe Fashionista
Michelle, 42, London
What they
say
I like to look chic and well-dressed. For me,
fashion impacts how I feel and how I want to
be perceived.
For example, if I’m going to court, I’d wear a
3-piece suit because it makes me feel sexy, cool,
fashionable and confident. And when I bought
my car or when I go to Tiffany’s, I wear a smarter
outfit. Your attire needs to be appropriate.”
Luxe Fashionista
Charmaine, 30-39, London
LUXE FASHIONISTA
LUXE FASHIONISTA
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January 2024
Fashion Forward
Casually
Quirky
87%
like their clothing
choices to reflect
their personality
About their
style
Whilst fashion trends may not be a
top priority for this group, they still
take pride in their appearance, and use
their clothing to express themselves.
Having fun takes priority when styling
an outfit, and they follow their instincts
when piecing together a look. They’re
not afraid to make a statement; fashion
is a playground for these confident,
yet quirky stylists and they like to
experiment with their wardrobe –
exploring a range of retailers to find new
and exciting pieces.
They’re relatively low maintenance
shoppers, open to different fabrics and
colours (though they do appreciate
comfort and versatility). In reflection of
this, range is particularly important, with
a specific emphasis on sizing as well as
style.
Relaxed
Casual
Fun
Quirky
Comfortable
65%
regularly buy from
second-hand clothing
retailers (such as
Vinted, e-Bay, charity
shops etc.)
CASUALLY QUIRKY
CASUALLY QUIRKY
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January 2024
Fashion Forward
Engagement with
HUSH is low
62%
like to experiment with
fashion choices and feel
confident taking risks
How they
shop
Ways to
connect
Whilst not the most frequent
more likely to be buying from
Their shopping habits are
Despite their high social
shoppers, they still enjoy
the likes of Fat Face, White
much like their lifestyle
media consumption, they
browsing every few months
Stuff and Boden where they
and can often feel
don’t generally use their
– although their spend is
lower than our more trendobsessed
groups (Luxe
can grab relaxed essentials
and bold, patterned pieces
all in one place. However,
quite disorganised and
spontaneous. They’re the
most likely group to enjoy
56%
favourite sites (Facebook,
Instagram, YouTube) for
fashion inspiration. Instead,
Fashionistas, Confidently On-
they’ll also consider some
sifting through second-hand
they turn to other online
trend, Effortlessly Stylish).
Classic fast-fashion retailers
aren’t favoured amongst
these women, instead they’re
more stylish retailers like All
Saints or & Other Stories if
they fancy something a little
different.
retailers (from Vinted and
eBay to high-street charity
shops) on the hunt for
something unusual.
don’t think that the
brand name of the
clothes and shoes they
buy is very important
sources including retailer
websites and apps.
Even though they don’t like
to follow the crowd, they
use those around them as
sources for inspiration, both
strangers and friends alike. If
they spot a statement piece
in person, they’ll be sure to
use the endless expanse
of online browsers to track
down something similar –
so being top of the search
list is key for grabbing their
attention.
CASUALLY QUIRKY
CASUALLY QUIRKY
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January 2024
Fashion Forward
High Street
Classic
51%
don’t feel guilty buying from
big corporations
Relaxed
Casual
Feminine
Comfortable
Minimalistic
About their
style
83%
like to feel comfortable,
but also want their
clothes to look good
and fit well
At first glance, High Street
Classic shoppers have no
particularly strong opinions
on their personal style. This
is reflected in a fashion taste
that can feel quite generic;
they’re not really aiming to
showcase their personality
or make a statement with the
clothes they wear. But it also
means they’re easily guided
and influenced by what’s
currently on the high-street.
They’re conscious of
looking fashionable and
well-presented but tend
to choose classic options
that avoid taking risks. And
whilst they’d say their style is
casual, they’d usually opt for
something that has a more
feminine edge – occasionally
splurging for a higher quality,
more luxurious garment.
HIGH STREET CLASSIC
HIGH STREET CLASSIC
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January 2024
Fashion Forward
Engagement with
HUSH is low
How they
shop
Whilst they’re not desperate
to buy into the latest
trends, these ladies are
still regular spenders (think
similar shopping habits
as Effortlessly Stylish).
However, their limited fashion
confidence comes through
in the brands they choose
– mainstream, fast-fashion
retailers such as New Look,
River Island, ASOS and
Boohoo come to mind first
when they’re looking for a
new outfit.
But they’re not particularly
brand loyal and their
repertoire covers the full
extent of the high-street.
Here, their openness also
extends to some more
aspirational, higher quality
brands that they know have
a reputable name (perhaps
White Stuff and Fat Face), but
they’re really not bothered
about sustainability or ethical
credentials.
Ways to
connect
This group of women don’t
actively look for fashion
inspiration, and they underindex
on most usual sources
compared to other segments
– reflecting their overall
attitude.
Interestingly, they’re
regularly on socials (just not
for fashion browsing), so
there is potential to reach
them through targeted ads.
Otherwise, they’ll search a
range of brands online or
spend time at their local
high-street to find a garment
that’s perfect for the next
occasion on their social
calendar.
36%
don’t like to
experiment with
their fashion
choices as they
don’t feel confident
taking risks
45%
don’t think the brand
name of the clothes
and shoes they buy
is very important
HIGH STREET CLASSIC
HIGH STREET CLASSIC
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January 2024
Fashion Forward
65%
Casual
Comfortable
Relaxed
prefer not to make a
statement with the clothes
and shoes they wear
Laid-back
Effortless
About their
style
For Functionally Convenient
sure they fit with the rest of
the least trend-led of all
women, fashion really isn’t
their wardrobe.
segments). This means
Functionally
Convenient
a priority. They’d describe
their clothes as casual
and comfortable, choosing
items for their function over
style. And whilst they value
versatility, this is much more
focussed on the practicality
of items rather than making
Their preference for
understated and conservative
clothing goes hand in hand
with a lack of confidence in
fashion. They much prefer
sticking to what they know
and tend to avoid trends
all together (they’re by far
that convenience is usually
a driving factor in their
decision-making – much
more so than quality, colour
or how a garment makes
them feel.
93%
think comfortable, practical
clothing is more important
than keeping up with the
latest clothing trends
FUNCTIONALLY CONVENIENT
FUNCTIONALLY CONVENIENT
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January 2024
Fashion Forward
Engagement with
HUSH is very low
How they
shop
Ways to
connect
With no real interest in
what’s new in the world of
fashion, this group don’t
supermarket own-brands
(especially George at Asda,
F&F at Tesco and M&S).
somewhere that’s a known
quantity. It’s not a surprise
that they’re not really
This group are the least likely
to browse fashion content
and don’t actively look for
65%
enjoy shopping (both spend
and frequency are low).
Because of this, they’re
most likely to combine
When they do go to a store,
they want to be in and out
quickly, so easily finding their
size is particularly important.
shopping at HUSH or key
competitors – Fat Face and
Joules are the closest they
come here.
inspiration. They prefer to
pick up clothes when it’s
convenient, so choosing
what to purchase is often
don’t think the brand name
of the clothes and shoes
they buy is very important
clothes shopping with other
missions. For them, retailers
that immediately come
to mind include Next and
Not wanting to spend time
browsing, these women
prefer to choose big,
well-recognised brands –
spontaneous rather than
planned – making it difficult
to influence their missions.
Their media consumption
is traditional and regularly
includes TV (both terrestrial
and on-demand) and radio.
Their social platform of
choice tends to be Facebook.
74%
don’t think their
clothing choices
are influenced by
what they see in
the media
FUNCTIONALLY CONVENIENT
FUNCTIONALLY CONVENIENT
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January 2024
Fashion Forward
Closing
thoughts .
During the pandemic we became accustomed to slouching in
lounge wear, with casual, comfortable clothing replacing more
structured, formal or glamourous attire; but, with the return to
the office (albeit not in quite the same way as before) and a
revived vigour for socialising, how we look and dress is back
on our list of priorities. Whilst the desire for comfortable
clothing is unlikely to disappear anytime soon, our renewed
interest in fashion is a return to normality that we would have
struggled to contemplate a couple of years ago. However, with
that normality comes increased competition and for fashion
brands to win, customer understanding is key. That’s the value
of segmentation – working out how you need to hone your
offer, so you have the best chance of standing out, with the
right message and tailored to the right audience.
Louise Edwards | Senior Director, Savanta
www.savanta.com
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