Showcase: Retail/International /Brand development
To exploit the opportunity for this iconic brand across the EU, US, Russia and Asia, our client needed to understand how effectively it could leverage its brand globally based on the ethos of ‘provocation’. To examine such emotive issues deeper qualitative approaches were required. With significant cultural, as well as personal, associations to consider we invited women to curate their own personal experiences by taking part in retail lingerie safari’s, co-creative workshops, and focus group discussions. This enabled us to develop a series of brand hypotheses and buyer behaviours as to how ‘provocation’ could be addressed differently according to cultural norms in each market.