Location intelligence for the fashion industry: Why this fresh look is all the rage

Like the industry itself, location intelligence for fashion is moving fast.  When you attribute locations to the types of data you already collect, you open up a whole new world of insights that can drive profitability. 

However, you need to establish a method and acquire a system that will enable you to achieve this conveniently and cost-effectively, presenting your insights as intuitive data visualisations. 

In this blog, we’ll explore four of the most potent ways you can use location intelligence for fashion. 

4 ways to use location intelligence for fashion 

A great way to get ahead of the competition is by leveraging advanced location intelligence software.  The following are 4 key examples of this: 

 

Location planning 

  • Optimise your brand coverage by using location intelligence software for location planning. 
  • Identify your true target demographics and their key attributes, including where they live, work and shop, what products they buy and when. Then, plot all your locations on a single map to look out for any blank spots not yet covered/sufficiently serviced. 
  • Discover how competitors or complementary brands impact on your profitability when based nearby. Use this in tandem with in-built mapping software to find suitable retail destinations known to draw high customer volumes. 

 

 Online ordering 

Online purchases are integral for fashion companies today. However, associated costs can prove prohibitive if your distribution network is not accurately tailored to your market. 

By using location intelligence software, you can: 

  • Position distribution centres close to major transport interchanges and/or areas with high customer volumes 
  • Automatically estimate drive times and optimise routes to gain maximum value from each delivery round 
  • Decide on the composition of home delivery vs click-and-collect services (using stores or dedicated collection points) 

Apply the same concept to product returns and you’ll have a network that saves on costs while enhancing customer satisfaction. 

 

Product design 

  • Understanding your customer base with consideration for location can even aid your product design process. 
  • This process starts with an aggregation of the key personal traits belonging to your most important customer groups, such as age, gender and income level. 
  • Then, by plotting where your customers live, work and travel, you can start to derive insight into what customers in specific areas purchase, and behaviours that might change the types of products they buy. 
  • For example, if a high proportion of your customers reside in urban areas and face a daily commute, you could introduce a ‘travel’ range featuring comfortable shoes, secure backpacks and other related products. 

 

Marketing 

  • Adapt your messaging to better fit your customers’ lifestyles. Or, you can even curate hyper-local campaigns that increase the appeal for local residents. 
  • In terms of distribution, you can use location intelligence to geofence areas and send out promotional materials when they’re likely to have the greatest effect. 
  • Returning to the previous example, you could automatically dispatch a marketing email or SMS message shortly before a customer passes your store on their way back from work. 
  • Location intelligence for fashion is the most effective way to take your brand to the next level. Use this expert advice to commence the process today. 

Enhance the performance of your fashion brand by gaining entirely new insights with Periscope®.