First, we built a simple market framework designed to pull apart the 12 launch markets along two key drivers of choice, forming 4 distinct market clusters.
This market understanding helped us to flex and optimise the final proposition for each market cluster; dialling up different elements of the positioning to reflect those local nuances.
Although they seem quite different on the surface, we realised that fashion and home were both fundamentally lifestyle categories, and that developing a bigger lifestyle idea for consumers to buy into was the key to tying together these disparate categories.
Through extensive qualitative exploration in 5 diverse markets we also identified several core benefits that were relevant to lifestyle category shoppers in all markets – quality, curation and design. These three consistent benefits formed the building blocks of our final positioning.