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In a globalized world the importance of a proper segmentation method for identifying target consumers has been increasing. Vast majority of the research in this area focuses on the usage or development of different techniques. Lifestyle is a good criterion for dividing people into groups which then can be better targeted. This article addresses the research question, which classical methods exist to segment markets with the aid of lifestyle. The purpose of this paper is to illustrate several instruments, such as A.I.O., Roper Consumer Styles, VALS-Method, the Sinus-Milieus, Sigma-Milieus, RISC-Method and Semiometrie but also Discriminant and Conjoint Analysis which proved of value in the past. Furthermore it deals with the benefits of this methods but weaknesses are also considered. Therefore several existing literature is examined, and information is collected by institutes providing the typologies. Obvious is, that new methods e.g. predictive analytics already play a major role in marketing, because it can be found much literature about it. In the literature research also appear research implications, because besides the provided information from institutes and journals, there is hardly no data to find if and how companies use the instruments. Furthermore, some important databases cannot be scanned because they are not accessible without paying.
Case study: EMP
(2018)
The purpose of this research paper is to investigate the business model of the retailer EMP. The in-depth literature review develops the relevance of merchandising for the rock and heavy metal scene and the relevance of EMP within that market. Literature about existing approaches of multi-channelling has been reviewed. Based on this theoretical framework, a case study of EMP has been drafted. Findings are discussed, focusing on the performance of EMP as a multi-channel and lifestyle retailer and additionally provide valuable managerial implications for fashion retailers. Implications for further research address lifestyle retailers to contribute to the findings or validate them with different examples. The research is clearly limited by the amount of scholar literature concerning EMP in particular. Hence, magazines, journals and information provided by the company serve as reference. Even though EMP provided some information, gathering any information about how EMP manages multi channelling operationally was not possible.