Our client is a well-known fashion retailer with a strong brand presence, especially amongst higher-class, middle aged female consumers. But they wanted to expand and broaden their reach and customer base to capture some of the growing middle class (specifically C class) and younger segments.
Therefore our client need to understand the C class younger target; their brand perceptions; triggers and motivations for loyal customers and barriers for non-users and identify how to target this segment through brand position, product range and communications.
In order to understand the new target and redefine the brand positioning, we conducted a combined approach consisting social media analysis, cultural investigation; focus group discussions, ethnography and shop alongs, stakeholder interviews and strategic brand workshops.
With this, we helped our client to redefine their brand positioning to target a broader consumer base and to develop clear strategies for targeting C class consumers. We also conducted a complete review and recommendation on layout, logo, merchandising and communications to project a more youthful, lively and fun brand image.