Style Never Goes Out Of Fashion | Hall & Partners

Style never goes out of fashion

Using authenticity to re-engage Gen Z …

The issue

Our global apparel client, with established leadership in the clothing category, was finding it challenging to keep the brand relevant among younger consumers, particularly women. Despite having a competitive advantage on products that ‘fit well’ and a perception that they were the ‘leading authority’ on denim; they were less likely than other brands to be preferred or recommended. The competitive landscape was becoming increasingly fragmented, with new brand offerings covering ‘head to toe’ looks and delivering at lower price points.

What We did

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.

The outcome

The new marketing efforts were specifically geared towards Gen Z. These included experiential marketing activities, such as pop-up stores in key markets, product collaborations with celebrities, and leaning into cause-related initiatives, such as sustainability. As well a new advertising campaign, specifically focusing on the surprising new looks and lifestyles, coming from this familiar heritage brand. All this contributed to creating a strong sense of a new following and community for the brand. It also helped provide a platform for a deeper, ongoing dialogue with this audience. We looked at sales data following the new launch and campaign. We were able to identify that the significant gains on brand metrics could be linked to +3% improved YOY sales amongst Gen Z women. This sales uplift was sustained through to the following year.
About Hall & Partners

Hall & Partners is a global insight agency that specialises in quantitative and qualitative market research, data analytics and strategic consultancy. 

We provide brand performance tracking, customer segmentations, customer and brand experience, predictive modelling, insight engagement platforms, as well as communications and advertising strategy. This is in addition to our award-winning insight platform, The Hub.

Our global team help brands, businesses and organisations in the Americas, Africa, Asia, Europe, and the Middle East inspire growth. Together, we utilise over three decades of insight expertise to solve the toughest branding, marketing, communications, and innovation challenges for our clients.

Hall & Partners is a part of Omnicom’s Communications Consultancy Network.

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