The brief came from a leading Spanish clothing company looking to update its knowledge of target customers in France.
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 covering all points of contact, as well as identifying customer personas and their perceptions and expectations of a fashion brand.
The Adwise approach was ad hoc, 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.
-We then added to this collection by listening in on the social networks, visiting the Instagram accounts of the influencers we follow and carrying out a 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, and to explore the representations and boundaries of brand image today.
A better definition of strategic targets and their expectations has enabled us to carry out a thorough revamping of the brand, from its collections to its shoots, to further assert the Fashion dimension.
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