Industry-leading sportswear brand faced new target audience
Challenge
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Client’s target audience has always skewed young, but the influences, aspirations & behaviour of the latest cohort were significantly different.
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The Client needed to ensure it understood Gen Z and communicated the brand in a way that resonated with them.
Work
We recruited semi-professional athletes in four key markets, conducted in-depth interviews & in-field observations to identify patterns of behaviour.
These insights into the group’s attitudes & motivations were combined with macro-trend research to provide a clear profile of the target audience.
Outcome
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The insights gained from this research were used to finesse Client’s brand communications & redesign the brand experience provided in their Beijing
flagship store.
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This saw greater emphasis placed on dialogue, experimentation & shared entertainment.