Psychographic Personalization in Luxury E-commerce

This report is a case study of Raw Looks, a high-end fashion retailer focused on avant-garde and luxury streetwear. It examines the implementation of an integrated data and artificial intelligence platform to tackle the challenges of marketing to a niche consumer base characterized by psychological complexity. The study outlines Raw Looks' adoption of a three-part technology stack, beginning with a Customer Data Hub that creates a unified view of each customer. This data is analyzed to develop psychographic buyer personas based on the OCEAN personality model, allowing for a deeper understanding of consumer motivations. A marketing Digital Twin is then utilized to simulate and deploy hyper-personalized campaigns tailored to these personas. The results of this approach are quantified, showing significant improvements in key performance indicators, including conversion rates and repeat purchase rates. The case study illustrates a shift from traditional marketing to predictive personalization, providing a new framework for niche luxury brands to engage their audience effectively.