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 develop a series of bespoke consumer communities made up of opinion leaders and trend spotters in Nigeria, Kenya, Egypt and The Middle East.
IGI hosted a series of consumer co-creation session where young consumers were tasked with designing new products.
IGI collaborated with a panel of young South African girls in order to experience a day in their lives.
Cape TownUnit 301