Product selection – Identifying the range of customer needs (trendiness, purpose, material, color, price, other criteria), determine which customers were buying what products for which reasons (essential, fashion, look, feel, and occasion). 

- Assessing the customer's perception of the brand 

- Is the perception of the brand in accord with what the customer thinks they need? 

- Determine what if any changes are needed to satisfy the customer’s needs.  

A better understanding of the customer, what drives them to purchase.  How frequent they purchase and what are their demands.