How to position a fashion label for growth

Segmentation frameworks based on demographics are broken. Yet, frameworks based on psychographic traits are just as broken, or at least totally unable to better predict what would work from a communication point of view. Clayton Christensen famously established a framework called Job-to-be-done that not only enables more efficient communication but also allows you to spot untapped market segments and expansion potential. What follows is an exercise applied to Tex clothing line, owned by Carrefour and sold worldwide. 

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