Trend-led style chasers follow fresh designs and fits, and they switch when the range feels stale or sizes and colours are unavailable. They are one of five segments in our overview of casualwear consumers in India. The base is small, so the findings here are directional.
Who are Trend-led style chasers?
They talk about brand reputation and word of mouth about 4.8 times as often as other consumers and about style about 2.8 times as often. For them the brand’s name travels through conversation, and a new drop gets discussed before it is bought.
What do Trend-led style chasers say?
- “It’s a hit or a miss but mostly it’s a hit.”
- “I don’t know why they are not available in India”
Both are about the range. A drop is judged as a hit or a miss, and a design that cannot be bought locally is a source of frustration. Another consumer in this segment wrote about waiting for an out-of-stock piece, which shows demand that availability fails to meet.
What could brands test to win Trend-led style chasers?
These are ideas to put in front of the segment, not conclusions.
- Drop dates announced early, with a restock signal on sold-out pieces.
- Size and colour availability shown clearly on the listing.
- Limited runs and new fits tested before a full production run.
Test these drops and variants on the Trend-led style chasers segment at app.nextbigwhat.com. For consumers driven by the total on the screen, see Deal-driven cart surfers.
Frequently asked questions
What is a Trend-led style chaser?
A casualwear consumer who follows fresh designs and fits, and switches when the range feels stale or sizes and colours are unavailable.
Does word of mouth matter to this segment?
Yes. They talk about brand reputation and word of mouth about 4.8 times as often as other consumers.
How can a brand appeal to Trend-led style chasers?
Worth testing: early drop dates, restock signals, clear size availability and limited runs.
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