Industry Background
The client is a global sports good retailer and one of the big-name brands in sports apparel manufacturing. They have a diverse product portfolio of offerings varying from apparel to sports and fitness equipment.
The engagement involved only the apparel business which was a relatively newer offering in the client’s portfolio. It caters to all genders with a key focus on utility at smart pricing.
Case Overview
(A) The company was faced with the issue of declining consumer preference towards its apparel line. While in USA, the industry was not doing great but growing, but the client was faced with the issue of declining in-store sales. Although having a quality product, they faced the issue of decreasing brand affinity and a probable perception mismatch with the consumer.
(B) The general consumer mindset around clothing and apparel is quite different here in the USA than the other geographies the company caters. This needed to be further studied and key focus was to be re-imagined towards engagement.
Challenges
Understanding the consumer perception and their approach towards such line of products was key in identifying key issues. The pricing strategy of the products needed to be restructured in order to impact a positive impact on the consumers and propagate brand loyalty.
Next the communication and content needed to be repackaged and personalized on the basis of respective campaign/events. A strategic road map for the 2020 marketing calendar was the logical next step to develop a core brand affinity and a lasting effect.
Solution
This meant to analyse several brand campaigns, engagement activities, discounting mechanisms and more. The core perception of an American consumer was thoroughly understood and directed targeting strategies were developed.
In addition to focused consumer targeting, the suggestions also included important day-wise promotional calendars aimed at maximizing consumer in-store footfall and thereby revenues and brand exposure. Activities from other market players (leaders) were also evaluated and bench-marked to form a relevant and impacting promotional strategy.
