“Women want to feel their wardrobe is as multi-dimensional as they are”

Market situation/Problem
To understand how to connect with female youth and stretch the brand into new occasions (Taiwan, Malaysia & Australia).

Our Approach/The solution
We used qualitative tools such as ethnography, in-depth home interviews and lifestyle immersion; accompanied shopping and social occasions, and wardrobe ‘CSIs’ – interrogation of their clothing collection and key needs.  Getting 'under the skin' of the consumer, we asked them to compile photo-journals to ‘bring to life’ their social, leisure and clothing worlds enabling us to understand their lifestyle at work/university/school; their attitudes and values; their hopes and fears; and most importantly, their passion points.

Result
Recommendations on how to meet growth targets by repositioning and innovating new product linked to key occasions and unmet needs amongst target users.