One of the Africa’s most successful budget retailers (head-quartered in SA) sought to better understand evolving needs of the African fashion consumer. To address this, IGI were approached to unpack the values, drivers and needs of their core consumer, develop a consumer driven regional strategy & create understanding around financial services opportunities in 6 markets.
IGI worked with consumers to produce photo diaries, snapshots from shopping & home visits & powerful films displaying a united archetypal African consumer. IGI also designed areas within their office space to reflect their African customers.
A consumer led product & assortment strategy for the continent that has helped to maintain double digit country specific growth, across the continent.
IGI worked with consumers to identify key subcultures, scenes and emerging activities across 9 African countries.
IGI collaborated with a panel of young South African girls in order to experience a day in their lives.
IGI collaborates with a carefully profiled segment of consumers over the festive season in JHB, DBN and CT to record and identify socialising trends.
Cape TownUnit 301