8×4

Repositioning a historic brand

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INSIGHT – OBJECTIVE

To discover the globally common insight on which to build a sustainable new global position.

Research – Methodology

We developed a five step process to identify deep-seated consumer insights and to generate profound expertise of current and upcoming communication and product design trends:
1. Consumer insight generation through an European inter-cultural exchange program in four cities with 16 consumers
2. Ideation workshop with experts to process the consumer insights
3. A common ground workshop with experts and international marketing executives including a trend immersion tour
4. A product design development workshop with leading edge consumers and key creative studio visits
4. In-depth product design expert interviews

Strategy – Recommendations

A fresh communication strategy align with the new brand mission generated through the intercultural exchange program and evaluated through the common ground workshop as well as a re-design of the product range according to the consumer insights.

Skills

Brand Development

Communication Development

Cultural Immersion

Expert Knowledge

In-depth Interview

Insight Generation

New Product Development

Recruitment

Research Process Innovation

Target Group Analysis

Trend & Ideation Workshop

Trend & Innovation Consulting

Key Creatives

Creative Activist
Fashion and Beauty Blogger
Design Studio Team
Fashion Start-Up Entrepreneur
Fashion Designer
Ora Ito
Katrin Oeding

Year

2012- 2013

Markets

Europe
Asia

Links

www.8×4.de

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European Intercultural Exchange Program

Consumer Insight Generation

Field exercises & focus groups

ProcessING the consumer insights

IDEATION WORKSHOP

with creative experts

AChieving common ground

Concept development workshop

with european marketing team

New Design Routes

Product design Development workshop

including key creative studio visits

Evaluation of design routes

In-depth Interviews

with product design experts

Ora-ïtofrom Paris
Katrin Oedingfrom Hamburg