The Power of Small Data

The Challenge - Fashion Retail

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.

Our Approach

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.

The Result

A consumer led product & assortment strategy for the continent that has helped to maintain double digit country specific growth, across the continent.

View what the client had to say


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The Foundry
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Cape Town
South Africa
Tel: +27 21 425 7355


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South Africa
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