Long live the KUK!

Long live KUK!

When I worked at SD Worx (it’s been a while, I admit) my colleague Marleen and I developped a nice habit as we were heading to a client;
we did the KUK.

Do you know the KUK? KUK was a self-invented acronym that stood for:
Ken (know). Uw (your). Klant (customer).

We exchanged what we knew about the customer in order to have the best return-on-meeting for both the client ànd ourselves. We had lots of fun doing this and always reaped some benefits of it. So when I decided to enter the fashion world last year, with a lot of enthusiasm but little market knowledge, I knew: time for a KUK! I started my own market research ….

194 enthusiasts filled in the survey:

• mainly women (men will be addressed later, I promise!)
• people of all ages (admittedly, no 70+)
• higher educated (equivalent to the income bracket I am aiming at).

What did I learn from this survey?

Firstly, the scarf is a collectors item

If you buy a scarf you will not quickly get rid of it. On average, we own 10 scarves.  33% never disposes of scarves when cleaning up her dressing; 60% does it ‘sometimes’. “It is sometimes necessary to clean up your wardrobe and get rid of some things. However, I never dispose of my scarves!”dixit respondent No. 123.

Secondly, the scarf is a popular gift

One in five scarves in our wardrobe was given as a present and once a year, we give a scarf to someone else.

Thirdly, we love scarves, but are so little creative in wearing them.

46% is convinced that she can wear her scarves in a more creative way, and 48% thinks she can probably be more creative.
Do you like ‘pies and bars’? The charts can be downloaded here (Dutch version).

Thanks to the 194 participants who took some time to give their input!