Look to Win.
When we go out, I want us to look like a winning team.
Look to Win Segment Profile (Illustrative data)
A live data profile based on the segmentation survey.
The 'Look to Win' Competitor
Based on "Example Segment 2" (Nov 13th Deck)
"It's all about that connection. When we go out, I want us to look like a team... polished, professional. It just makes me feel more confident."
— Qualitative Interview Quote
Defining Dimensions
This segment is defined by their aspirational mindset and competitive drive.
- E. Focus: Driven by "progressing/competing in the sport" (Q42)
- Motivation: Prioritises both "style/matching sets" (Q45) and "looking like a serious rider" (Q50)
- Beneficiary: Mainly buys for "Myself" (Q19), often in combination with "My Horse" & "My Children" (Q14)
- Identity: "Horses are central to who I am and my wellbeing" (Q44)
Key Profile
Engagement
- Owns 2+ horses, kept at livery (Q10, Q11, Q13)
- Competes regularly in Show Jumping & Dressage (Q3, Q9)
- Child is also involved and competing (Q5, Q9)
Value & Spend
- Total Spend: High (£2,500 - £5,000+ p/a) (Q18)
- LM Share: Medium (25-50%) (Q32)
- CRM Value: High (Appended Data)
- Purchasing: High Frequency
Purchase Behaviour
- Top Spend Category: "Rider clothing" (Q20)
- Key Channels: LeMieux.com (direct), Festivals/Shows, Online Resellers (Q24, Q33)
- Repertoire: Buys competition wear, base layers, and full matching horse/rider sets (Q15, Q16, Q35)
Core Needs (JTBDs)
- Functional: "I want clothing that reads serious and performance-focused" (CF22)
- Emotional: "I want to feel proud of how my horse and I look at events or in photos" (CES3)
Strategic Imperatives
How to Find Them
- High social media engagement (Instagram) (Q21)
- Reads equestrian news (Horse & Hound) (Q21)
- Highly aware of elite rider sponsorships (Q31)
- Attends major shows and events (Q24)
How to Serve Them (Product)
- They demand technical, performance-led gear that is also aesthetically best-in-class.
- Core audience for premium collections (e.g., Black Edition, technical competition wear).
- Receptive to child/pony collections that mirror the adult performance lines.
How to Win (Messaging)
- WIN: LeMieux 'wins' on "stylish, colourful, fashionable" (CF21). They see us as the aesthetic leader.
- RISK: They may perceive other brands (e.g., Pikeur, Ariat) as 'better' for "serious, performance-focused" gear (CF22) (Data from Q38).
- ACTION: Messaging must fuse aspiration with technical features. Use elite riders to *prove* performance, not just *show* new colours. Frame purchases as an investment in their performance and confidence.
Golden Questions
The 2-3 questions that can be used to tag this segment in future research or CRM surveys.
- 1. (Q42) Is your spending driven more by: A) Progressing/competing B) Caring/relationship
- 2. (Q44) Which is closer to your view: A) Horses are central to my identity B) Equestrianism is just a hobby
- 3. (Q19) In the last year, who did you buy for MOST? A) Myself B) My horse C) My children
Look to Win:
Watch videos from the customer interviews
Resources & Tools
Data & Presentations
Download data about this segment or all segments.
Download a presentation about the segmentation methodology.
Chat Tool
Use AI Chat with the project and ask your own questions about something you’re working on.
Get in Touch
Contact the team to ask your own question or arrange a meeting.