Revitalizing an iconic lifestyle brand

Changing consumer and retail trends triggered a large lifestyle apparel brand to reassess their global positioning. Previous traditional segmentation research did not bring new insights to the lifestyle category and failed to become adopted by different layers within the organization.

Epiphany was asked to provide actionable consumer insights to refresh the brand, product and sales strategies.

Changing consumer and retail trends triggered a large lifestyle apparel brand to reassess their global positioning. Previous traditional segmentation research did not bring new insights to the lifestyle category and failed to become adopted by different layers within the organization.

Epiphany was asked to provide actionable consumer insights to refresh the brand, product and sales strategies.

Our solution

A phased approach with both quantitative and qualitative research methods has been used to: map category needs and behaviors, validate the current target and seize the opportunity for new promising market segments.

Conversation Design

A quantitative study to inform the organization on the apparel category landscape and our client’s positioning. We used our award-winning mobile first Conversation Design™ to ensure representative research.

Results were available within four weeks after kick-off

Meaningful segmentation and market sizing

Sizing market opportunities through actionable and meaningful segmentation analysis.

To understand Where to Play and how to become most relevant within promising targets

Cross-functional buy in

Workshop to align consumer insights to internal reality and to discuss the strategic and tactical implications of how to move forward.

Joined by brand, product and sales to create a fit-to-market strategy from a consistent framework

In-depth meet & greet

Twelve qualitative meet & greet sessions with the most promising targets to fuel creative messaging and persona development

Held at our clients’ headquarters, allowing the leadership team to connect with the consumers

Impact

This brand positioning study provided our client with a clear and holistic understanding of their current market reality. We unveiled three strategic directions by identifying new consumer targets, and informing brand, product and sales teams on how to recalibrate their brand positioning.

Despite the loss of its founder who past away in 2017 we firmly believe this brand has tremendous growth potential through its strong surfing heritage.

Take me back home