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Future Consumer and Marketing Strategy
Challenge
We were approached by the CMO of high-end menswear brand Orlebar Brown to help them better understand their future customer and how to market to them.
Response
We started with a market segmentation, identifying the different types of men who buy high-end menswear. Based on a robust quantitative survey, we established key segments for Orlebar Brown to target. We also conducted in-home ethnography with target customers to get a deep understanding of them.
In a workshop with key decision makers, we developed the marketing strategy for the coming years.
Impact
Working collaboratively with the CMO, founder and the marketing team, we managed to connect our data with other data points and develop a concrete marketing strategy that the team could immediately implement.