The brief came from a leading Spanish clothing company looking to update its knowledge of target customers in France.
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The brief came from a leading Spanish clothing company looking to update its knowledge of target customers in France.
The challenge was to carry out a 360° study on all the contact points but also to identify customer personas, their perception and their expectations of a fashion brand.
The Adwise approach was tailor-made, digital and hybrid
-We set up an exploratory study via a digital community of frequent shoppers at Mango and its competitors, with daily missions: expression of their personality and self-definition of their style, individual ethnography of their wardrobe, from their social networks to their day-to-day look over several weeks, in-store missions at competitors and at Mango, expression of their perception of fashion brand images.
-Then we enriched this collection with listening on social networks, visiting the Instagram accounts of the followed influencers and semiotic analysis of the images posted on the community.
-Finally, we brought these women together in video focus groups to share their impressions and their vision of the future of the brand, pushing the representations and boundaries of brand image today.
A better definition of the strategic targets and their expectations allowed us to conduct a profound revamping of the brand, from its collections to the shootings, in order to further assert the fashion dimension.
