Future strategy approach
We recently helped an international fashion and accessory retailer to better understand retail expectations and communication preferences of younger consumers. The company faced a downward trend in sales and a fading brand image amongst their Gen Z target group. In response, they took us on board after we pitched a future strategy approach.
Our future strategy approach consisted of the following steps.
We conducted a national qualitative research during which we observed and casually interviewed the target group in and around key stores in an non-intrusive way. The results where then extensively discussed during focus talks and workshops with handpicked influential youngsters. The ones other kids look up to, the ones that speak up for others, the ones that carry weight amongst theirs peers, as we believe they are the driving force of innovation.
During several workshops with the company’s key sales, communication, marketing and buying team, we summarised and presented the results of the qualitative research, followed by lectures on Gen Z characteristics and communication channels and the latest international trends and cool hunts in retail. As such, we gave participants all the insights and tools needed for the several brainstorms, exercises and debates on the future strategy of the company.
Concluding presentation & document
The conclusions of both research and ideation workshops were then summarised into a concluding document and presentation on the future strategy of the company - mainly focusing on communications strategy, shop concepts, retail services and staff - in which we added own creative ideas and recommendations to engage with a Gen Z target group, with quick-wins and long-term ideas.
Because it’s so easy to get misled by your own frame of references and ideas, we keep consulting the company’s team regarding their young customers’ expectations and preferences. As such, they don’t forget to keep youth’s DNA in mind with every strategic decision they make.
For more information, drop us an e-mail or call +32 9 330 83 61
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