It was clear that Venus needed to define and size their achievable market and identify the strongest brand positioning that would resonate with these target consumers.
At the same time, they had to ensure that the new brand strategy wouldn’t alienate the loyal consumer base they had worked so hard to build.
We started by working with a cross-functional group led by the Executive team to gain a really strong understanding of the business vision.
Using our Growth Map process, we built a total fashion category segmentation.
By understanding the barriers, drivers, attitudes and behaviors that exist in the category, we could not only identify where to win, but also size the opportunity.
This process also highlighted key competitive and white spaces for the Venus brand to occupy.
Finally, the dynamic learning that we uncovered also gave us critical insight into how to profile and target these people in Venus’ consumer database.