We used advanced structural equation modelling to identify the key drivers of consideration for our Gen Z target. It pinpointed the importance of authenticity and personal relevance.
We recommended that the brand reinforced its links to its heritage; however, it was important to do this with a new, modern, unexpected twist. Essentially, continuing to capitalise on the authenticity that comes from its long heritage, but by also presenting a much more modern, exciting face of the brand, one that would feel more immediately fresh and relevant to younger consumers. The links to heritage would also help lay the foundations and links back to a newly evolving, purpose-driven strategy. We argued that the brand needed both to be truly distinctive. And that real style never goes out of fashion.