Fashion
___________360º study of touchpoints
INITIAL SITUATION
Our client, one of the main European companies in the fashion sector, wanted a 360º study to carry out a diagnosis of the three pillars on which the company is based: brand analysis, product analysis and Point of Sale analysis.
METHODOLOGY
Phase 01
qualitative research by carrying out focus groups creative with support at the point of sale (both the customer and their most direct competence environment) with the aim of analyzing purchasing behavior in the store and seeing how they interacted with elements such as the consumer's path in the store, selection times in each product category, response to offers and promotions, etc.
Phase 02
Subsequently, a second sizing phase was carried out where we quantified the level of notoriety and knowledge of the chain, the level of customer satisfaction and the image with respect to its most direct competition.
Phase 03
As the last phase, a digital qualitative investigation was proposed, through Lifeshare. A plataform omnichannel which allowed us to carry out a longitudinal analysis over time and analyze objectives related to the chain's marketing and communication.
OBJECTIVES AND RESULTS
This project becomes the strategic objective of the entire organization, redefining your corporate image.
The actions that were carried out following the results of the study had a direct impact on the position and sales of the client's brands with respect to their main competition. The client saw how their sales increased after the change in brand strategy.
