Diagnose
Audience
Redefining brand strategies for a competitive edge
A prominent fashion brand sought to reassert its position in a rapidly evolving market. With competitors resonating across diverse subcultures, the brand faced the challenge of aligning its offerings with the nuanced preferences of global consumers while capitalizing on untapped trends and audience segments.
Combining AI and human-centered analysis
A hybrid methodology was deployed to extract and analyze over 8,500 posts across platforms like Instagram, TikTok, and YouTube. Advanced AI models identified subcultures, sentiment, and trends in fashion discourse, while human analysts contextualized these findings to uncover actionable insights. The analysis spanned demographic splits, emerging subcultures, and collaboration efficacy to guide future strategies.
Elevating brand positioning
These insights provided a blueprint for realigning the brand's narrative with evolving consumer values. By embracing emerging subcultures and trends, and refining collaborative efforts, the brand positioned itself to engage meaningfully with a diverse, global audience. This approach not only strengthened its competitive edge but also cemented its identity as a forward-thinking, consumer-centric brand.
The analysis revealed key opportunities for the brand to enhance its positioning and deepen consumer engagement by leveraging specific trends and audience preferences:
Let us help you uncover data-driven insights to redefine your brand strategy. Contact us today to learn how our expertise can unlock growth opportunities for your brand.
“If you have only daughters in the house, people will talk about it saying “these people don’t have a son, who will carry on the family name?”. Relatives and neighbors talk about it in a very negative way. They will not allow the parents to live in peace.”
Tweet from Nepal
“Actually daughters are fine as well, but a sense of security a safety can only be provided by a son, no?”
Tweet from China
This community minded segment enjoys a sense of belonging. As such, they care about how they are perceived by others, and try their hardest to fit in and uphold duties. They are most likely to follow trends and respect influential figures.
Driven by a sense of purpose and responsibility, Idealists want to do good in the world. They put in the work to drive positive change and impact. However, there’s also an undertone of realism, as they know that action is limited.
Characterised by their expressiveness and independence, Explorers pride themselves on having a different approach or mindset to life. This includes spirituality enthusiasts, solo travelers, and freelancers, among others. They seek to live life on their own terms.
This segment comprises of highly ambitious goal-getters. Their goals are not always conventional ones (i.e. graduating at the top of their class), but rather tend to be about finding their passion and excelling at it. They look for opportunities at every corner and strive to leave a lasting impression.
Driven by a need to prove themselves to the world, signallers are hard-working and practical individuals. To them, success is about financial stability and external validation. As such, traditional status symbols are important to them.
This passive segment are merely observers of the world: they don’t take things too seriously, they aren’t concerned with other people’s opinions on them, nor do they hold any strong opinions themselves. They are “here for a good time” and enjoy a nihilistic sense of humor.
Protective of traditions; Afraid of shame; Influenced by social norms.
🙅 Deniers
Amazon is launching a Gen Z offering that takes users back in time to explore and experience iconic moments or events of the Y2K era
This product will be an interactive Amazon Alexa skill, featuring content tailored based on user preferences and interests
Through this trend, Amazon can provide customers with an immersive new product offering, as well as capitalize off the growing interest in retro-style products among Gen Zers
Airbnb is launching a Gen Z offering that celebrates the power of monetization
Highlighting inspiring stories of people
who have used Airbnb properties to achieve success
Could feature content creators, Roblox developers, and other individuals who have leveraged their side hustles while staying in an Airbnb property
Visuals should be evocative and captivating, portraying the potential of living life to its fullest while utilizing Airbnb's flexible and affordable options
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