Challenge
89th + Madison is an affordable retail apparel brand under the NYC Alliance umbrella, and the brand hopes to create more everyday wear options for small town American women outside of Walmart:
- From single product to brand: sales rely on large single product for a long time, need to break through the single round of development, establish a sustained and stable growth system, improve the brand system
- Beyond price/performance ratio: rely on low price attraction, lack of brand pull, digging into what value the brand brings to consumers in terms of functionality, emotionality and sociality
Ideas for solving the problem
- Crowd Aspiration: Defining Situational Needs through Small-Sample Qualitative Interviews and Large-Sample Quantitative Exploration of the Role of Everyday Basic Clothing in Consumers' Lives (Jobs to be done)
- Anchor scenarios: Anchor the two core scenarios of "social" and "work" to focus on the consumers' mind.
- Brand Positioning: Combining the advantages of product comfort, multi-scene application and affordable price, the brand is positioned as "an effortless choice that can be worn both at work and after work".
- Experience upgrading: In the store shopping experience, we provide customized dressing recommendations and other services in line with the brand positioning to enhance the spatial experience.
Core outputs
- Consumer research: qualitative and quantitative research reports
- Brand house
- Brand slogan
- Brand Logo and VI Design
Project Delivery Demonstration
