Esprit

Launch of a new denim line without compromising 
the signature design of the brand

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INSIGHT – OBJECTIVE

To find consumer insights that will inspire the design and marketing team for the launch of Esprit denim and to identify the most common clothing and especially jeans styles, behaviors and patterns concerning denim wear.

Research – Methodology

We identified the most common clothing and especially jeans styles, behaviors and patterns concerning denim wear through a workshop with leading edge fashion consumers.

Strategy – Recommendations

A communication guide for Esprit Denim of how to approach the target group through communication campaigns, POS activities and special services (i.e. denim fit guides).

Skills

Communication Development

Focus Group

Insight Generation

Recruitment

Trend & Ideation Workshop

Year

2013

Markets

Germany

Links

www.esprit.com

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