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Apparel & Footwear

Apparel and Footwear Client

Creating a deeper emotional connection with consumers to drive sales.

Fashion trends, retail formats and cultural lifestyles were constantly impacting consumers’ wardrobe usage and brand consideration, negatively affecting sales.

Although brand awareness was high in the quality footwear category, consumers were not aware of key points of differentiation.

Objective:

Define and communicate core brand messages and product benefits in a relevant and meaningful way

Approach:

A multi-phased brand equity/segmentation study was deployed across five countries, capturing habits and practices, usage and attitudes, and brand perceptions to formulate consumer segments, measure brand relevance and pinpoint opportunities to win business.

Results:

A focused consumer targeting strategy, a strengthened brand position, and refined product offerings led to the client’s enhanced financial position as a private company, ultimately leading to a successful acquisition by a larger corporation.