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Beyond Brand Salience: Uncovering Market Levers for a Fashion Retailer

Brand Health Tracking for Fashion Retailer

Business Problem

  • A leading fashion retailer partnered with Borderless Access with an ambition to improve its market perception to see systematic market growth while maintaining differentiation. The company wanted to track its overall brand health, get a sense of the competitive landscape and identify consumer perceptions.

What & How We Did It

  • Leveraging our online quantitative survey capabilities, we interacted with the eligible target audience. We used our Brandsight and driver analysis to assess the brand health and competitor landscape across key metrics, helping the company determine the driving attributors and market factors.

Key Insights

  • We diagnosed the brand’s health through past purchase metrics to understand its command over market share and we figured that the brand has stayed consistent in terms of saliency over time across all brand equity variables like consideration, advocacy and affinity. We helped the brand identify levers to get a direction in terms of changing perceptions and align its communications to suit the new dynamics.

Client Impact :

We worked with the company to better position its brand adopting communications to positively influence market perceptions, leading to improved market share. The brand gained top of mind awareness and saw directional changes in its saliency metrics.

Market

South Africa

South Africa

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