Our client, a US based denim wear brand, found itself with declining market share amongst the black female consumer, a problem they attributed to their international campaign not resonating with an African market. IGI were tasked with determining how the brand message could become more relevant to this elusive market.
IGI collaborated with a panel of young South African girls in order to experience a day in their lives. They invited us into their homes and wardrobes and even took us shopping with them. We quickly realized that it was the actual fit of the garment that was the problem and not the brand as expected. The insight was that African women are extremely proud of their curves and needed a garment that would showcase as opposed to streamline their assets.
The client collaborated with the consumer to design the perfect fit and developed the first line extension outside of the United States. The garment then became the impetus for a global customization campaign.
IGI develop a series of bespoke consumer communities made up of opinion leaders and trend spotters in Nigeria, Kenya, Egypt and The Middle East.
IGI recruited and hosted a series of consumer innovation workshops which allowed the consumer and the client to co-create product and services specific to the youth market.
IGI worked with consumers to produce photo diaries, snapshots from shopping & home visits & powerful films displaying a united archetypal African consumer.
Cape TownUnit 301