Consumers Fall Into Five Tribes for Retailers to Target in 2021, According to New Research

  • “‘There will be no return to the status quo,’ said Natalie Berg, retail analyst and founder of NBK Retail. ‘The days of being everything to everyone are well and truly over: In order to find their tribe, retailers need to be bold about who they are and what they stand for.’
  • Divided into Family Firsts, Aspirational Achievers, Here and Nows, Savvy Fashionistas and Conscious Consumers, the tribes refer to specific types of shoppers – who want different things from brands. If a business can identify its main shopper base, it can target strategy accordingly.”

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