Giving Brand a Perfect Fit

The Challenge - Fashion

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.

Our Approach

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 Result

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.


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