"Whitaker International has developed a remarkable methodology and working discipline not only for identifying key lifestyles that retailers must merchandise to, but more importantly, as an ongoing process for training merchandising organizations in its use. I have referred many retailers to them with outstanding results."
JOSEPH ELLIS, RETAIL ANALYST AND FOUNDER, BLUE TULIP
"Fatima and Inge have brought a new energy and level of excitement into our merchandising process. The concept of Lifestyle Merchandising - truly understanding the customer by lifestyle versus age and demographics - has focused our attention on defining our customer. We have used this "new thinking" across most families of
business at Federated with very good results."
JANET GROVE, VICE CHAIRMAN, FEDERATED DEPARTMENT STORES, INC.
CHAIRMAN & CHIEF EXECUTIVE OFFICER, FEDERATED MERCHANDISING GROUP, USA
"Without a doubt the most relevant retail service in today's increasingly demanding and technology-led retail
environment. The Whitaker process ensures that everyday and everything we do is about understanding and delivering a complete and relevant offer for our customer across each lifestyle. Inge, Fatima and the team at Whitaker have been instrumental in driving not only a consistent and dedicated focus on our customer, the range we offer and how we present and market it, but also in simplifying our processes and changing our culture to one of a team approach and range building. Within our first season, we have seen significant growth across the areas that have built ranges using Whitaker. Inge and Fatima have given us a very real, tangible, competitive advantage in our market. It is a real plea-sure to be a part of the "Whitaker family."
MARK GODDARD, COLES MEYER, AUSTRALIA
"Who are truly our customers? How can we understand and
classify them in a workable segmentation for our company? What methodology can we use? Whitaker International allowed us to look deep into the hearts of our customers, bringing us to the first step of a fundamental re-thinking, which allowed us to re-build a consistent marketing strategy that worked for everyone in the company."
THIERRY LORIOT, CEO, DEVRED-OMNIUM GROUPE, FRANCE
"When I met Fatima Whitaker at the NRF conference in January 2001, I simultaneously met my great inspiration. From that moment on Promiss radically changed their view on how to build a collection for a specialty store. Fatima taught us the sense of presenting a wardrobe in the stores, she taught us how to use colors season after season and which styles belong to OUR CUSTOMERS' LIFESTYLE. Now, in September 2004, we can order our customer a collection she is looking for and our sales figures are increasing day by day. On behalf of all these satisfied customers I thank the Whitaker Group for their support and wisdom and hope they will remain our inspiration for a long time."
MRS. MARION NIEUWPOORT, CEO, PROMISS, NETHERLANDS
"This new methodology is very helpful in consumer segmentation. The lifestyle approach allowed us to make a
correct target choice and a more accurate assortment definition. Easy to understand and to implement, it brings objectivity and focus to merchandise planning, equalizing concepts among the team and avoiding doubtful interpretations of personal taste and what's in fashion."
MIGUEL COSTA SEIXAS, TEXTILE COMMERCIAL DIRECTOR, SONAE DISTRIBUIÇÃO, PORTUGAL
The Whitaker Methodology has helped Renner to become a truly distinguished department store and to gain significant market share in the Brazilian market. The implementation of the Whitaker Methodology made the collection planning and the buying process infinitely more efficient, identifying each brand with a clear lifestyle, eliminating duplication of inventory and creating powerful visual merchandising in the stores. The consumers can now easily find the products they want in the stores, making the best use of their time and enabling them to purchase additional items. We feel that the people at Whitaker truly love what they do. Through their passion and their knowledge they have captivated the Renner team. Since the first collection built by lifestyle, we have had excellent results. We are extremely happy to have Whitaker as our business partner.
JOSE GALLO, CHAIRMAN OF RENNER, BRAZIL