Customer segmentation analysis of Odd and Eve is based along two dimensions, i.e.

,
demographics, and psychographics for an in-depth understanding of what a typical Odd and Eve
customer looks like. Demographic factors are those that explain who the buyer of Odd and Eve is
whereas psychographic factors explain why the customer is interested in buying their shoes. The
analysis is based on the data from the following sources:
 Followers on Instagram and Facebook page.
 Customer’s testimonials who have bought their products and their reviews.
 The potential customers who show their purchase intent by regularly liking and
commenting on their product photos on Instagram and Facebook.
Demographics
Age: After a thorough analysis of their customers, we found out that their customers age range is
20-35 years. Their hand painted Khussas are vibrant and have avantgarde designs that perfectly
appeals to this age range.
Gender: Most of the followers and buyers on their Instagram and Facebook page are females.
Most of the shoes that are displayed on their social media have female-oriented styles. The
founder and main designer are also a female that understands and resonates more with female
buyer’s style preferences.
Income: Their customers are mainly from the upper class. The main reason being the high price
point of their shoes. The average price of their hand painted Khussa costs PKR 4000 as
compared to a normal Khussa that costs around PKR 700-1000. Secondly, apart from being
expensive, their Khussas can only be worn with specific dresses designed for specific events so
this price point is a very expensive deal for lower- or middle-class females who spend less plus
they prefer to buy a shoe which goes along with most of the dresses and can be worn at different
events.