INMAN Women's Fashion - Analysis of Women's Fashion Membership User Attrition and Demand Exploration
Company overview
INMAN (INMAN) is a cotton and linen lifestyle brand under Guangzhou Hui Mei Fashion Group Corporation, recognized for its 'Cotton and Linen Artist' original design positioning and broad recognition in the domestic women's fashion market. Since its launch, INMAN has rapidly evolved into one of China's most representative online fashion retail brands. It achieved first place in overall online sales among women's fashion brands during the 2013 Double Eleven shopping festival. As of 2020, INMAN had opened over 600 experience stores across more than 170 cities nationwide, achieving synergistic development between online and offline channels, continuously enhancing user experience and brand influence.
Research background
In recent years, influenced by the pandemic, shifts in consumer aesthetics, and changes in product styles, INMAN has observed a noticeable trend of membership user attrition. Recognizing the critical role of its membership system in long-term brand development, the company urgently needs a comprehensive understanding of the specific reasons behind user attrition and is actively exploring retention and activation strategies. In September 2022, INMAN commissioned CEIDEA Research to conduct a specialized study aimed at identifying the core drivers of membership attrition through authentic user feedback, providing data-driven insights to support future brand operations and targeted marketing strategies.
Research scope
This study was conducted by CEIDEA Research, employing telephone follow-up interviews with 400 former and active INMAN membership users nationwide. The research covered members' evaluations on product design, fabric styles, price tolerance, shopping experience, and after-sales service, with particular focus on the specific reasons for their cessation of consumption and changes in their overall perception of the brand. Through systematic follow-ups and data analysis, a comprehensive feedback analysis was formed to identify potential issues and areas for improvement.
Expected outcomes
This study will provide INMAN with in-depth insights into changes in membership behavior, enabling the brand to accurately understand the underlying causes of user attrition and identify key concerns among different types of members. The findings will support INMAN in adjusting its product design direction, optimizing its membership operations and marketing communication strategies, thereby improving membership retention rates and brand loyalty, strengthening user relationship management, and laying the foundation for future purchase repurchase mechanisms and user asset growth. Company Overview INMAN (INMAN) is a cotton and linen lifestyle brand under Guangzhou Hui Mei Fashion Group Corporation, recognized for its 'Cotton and Linen Artist' original design positioning and broad recognition in the domestic women's fashion market. Since its launch, INMAN has rapidly evolved into one of China's most representative online fashion retail brands. It achieved first place in overall online sales among women's fashion brands during the 2013 Double Eleven shopping festival. As of 2020, INMAN had opened over 600 experience stores across more than 170 cities nationwide, achieving synergistic development between online and offline channels, continuously enhancing user experience and brand influence. Research Background In recent years, influenced by the pandemic, shifts in consumer aesthetics, and changes in product styles, INMAN has observed a noticeable trend of membership user attrition. Recognizing the critical role of its membership system in long-term brand development, the company urgently needs a comprehensive understanding of the specific reasons behind user attrition and is actively exploring retention and activation strategies. In September 2022, INMAN commissioned CEIDEA Research to conduct a specialized study aimed at identifying the core drivers of membership attrition through authentic user feedback, providing data-driven insights to support future brand operations and targeted marketing strategies. Research Content This study was conducted by CEIDEA Research, employing telephone follow-up interviews with 400 former and active INMAN membership users nationwide. The research covered members' evaluations on product design, fabric styles, price tolerance, shopping experience, and after-sales service, with particular focus on the specific reasons for their cessation of consumption and changes in their overall perception of the brand. Through systematic follow-ups and data analysis, a comprehensive feedback analysis was formed to identify potential issues and areas for improvement. Expected Outcomes This study will provide INMAN with in-depth insights into changes in membership behavior, enabling the brand to accurately understand the underlying causes of user attrition and identify key concerns among different types of members. The findings will support INMAN in adjusting its product design direction, optimizing its membership operations and marketing communication strategies, thereby improving membership retention rates and brand loyalty, strengthening user relationship management, and laying the foundation for future purchase repurchase mechanisms and user asset growth.
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