To identify the brands’ opportunities in key potential growth markets. In particular, the extent to which the brand’s unique portrayal of itself might be ‘too provocative’ and, if so, what it should do to establish consumer acceptance.
Immersive individual and accompanied interviews, supplemented by discussions, were used to get a richer stream of insight into the very personal and cultural attitudes that drive women’s lingerie habits.
We established that AP’s positioning, although unique, hinged on very different and important cultural needs in each market. This allowed the brand to develop a far more nuanced retail offer and communications plan.