Spiegel Takes Fashion Forward

“Our customers said they want to be comfortable and look good, and we translated that to mean they want versatility in their clothing options,” Payner says. In addition, she notes that the research taught them, “Our customer is expressive, and she wants clothes to help her express her personality.”

In terms of value, Spiegel shoppers don’t necessarily want the least expensive clothes, adds Payner. “What value means to our customer is more than the traditional price/quality relationship. What she wants is ‘wear-ability,’ or something she can wear over and over again, which makes it a better value for the money,” she explains.