Through targeted interactions, we unpacked the language, fashion sensibilities and cues (e.g. what is trending vs. mature, casual vs. international feel), type of role models (fashionistas vs. older celebs, office seniors) behind this perception.

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We explored the type/s of emotional, social, and sartorial needs that younger, more fashion-forward consumers were seeking to fulfil through the client vs. competitor fashion brands (e.g. Myntra).

 

Our insights shaped the brand’s shift towards a more youthful, hip, and Gen Z–aligned positioning to become the edgy, contemporary fashion destination that it is today.