Improving Brand Perception For Claire’s Accessories.
Claire’s, the global fashion retailer, came to us with a problem: online search and store visits had declined in key territories.
Opportunity
Claire’s, the global fashion retailer, came to us with a problem: online search and store visits had declined in key territories.
The brand wanted to know, was this a unique problem or were its rivals beset by similar issues?
To find the answer, Claire’s tasked us with unpicking customer perceptions, identifying its place among the competition, and investigating differences across markets.
Solution
A task that spanned North America, the UK and EMEA required a wide-ranging yet co-ordinated approach.
We designed and implemented a phased programme to establish whether there was an issue with brand perception or the competitive landscape of the market in general.
Majoring on quantitative research, we were able to identify the brand’s perception gaps across key audience groups. This helped paint a picture of barriers among specific segments.
Result
Claire’s was emboldened by our insight. The retailer used the research to inform an updated positioning, as well as a new approach to building loyalty.