Target-Group System

The origins

Following extensive psychological studies and quantitative preliminary examinations, a system was developed in 1970 in cooperation with fashion experts that was based on a classification of “highly fashionable,” “fashionable” and “timeless” commonly used in practice for garments, underwear, accessories and shoes.

The Dr. Leichum HML-Modemarketing© Target-Group-System

This system combines the reaction (and/or response time) and the demand on quality to form fashion culture. It facilitates the building of clearly delineated groups with regard to three parameters: 

  • fashion cultur
  • buying behavior
  • buying locations

The basis

The concept is and was based mainly on these facts:

  • 70% of all consumers behave in accordance with distinct patterns.
  • The behavior of 30% of all consumers is multi-optional.
  • Styles are not decisive factors – they change along with the fashions.
  • Response time to fashion trends and styles is the decisive parameter.
  • Target groups’ response times to fashion as well as current fashion trends are the basis for systematic profiling for manufacturers and the trade sector.

The system's fundamentals

The Target-Group System meets crucial conditions:

  • It can be implemented by using a simple questioning method.
  • In themselves, the individual target groups are homogenous.
  • The target groups are large enough and stand in fixed relation to each other (no “island” solution).

As surveys have demonstrated time and again, target groups make clear separations. In addition, continuous surveys of representative population samples have shown that the percentages of the individual target groups are extremely stable. By means of a simple procedure, the target groups’ responses in the Dr. Leichum System can be collected both in large representative surveys and in small studies. This facilitates continuous monitoring of the target groups – an important prerequisite for using the Target-Group System as part of target-group-oriented product range and product planning.

The three dimensions

The system is based on a matrix with three components:

1st dimension (fashion degree)

Target group 1: trendy
Target group 2: modern
Target group 3: classic / conservative
Target group 4: price-oriented / cheap

Target-Group System

2nd dimension (level of demand)

Segment A: higher
Segment B: middle market
Segment C: price market

Target-Group System

3rd dimension (qualitative and quantitative features)

In the 3rd dimension, further qualitative and quantitative features are analyzed, e.g., distribution channels, purposes of use, sizes of clothes, demographic features, etc. These features can be changed and adjusted to your individual needs.

Target-Group System

Establish a profile for your company, brand or product with the HML Target-Group-System »