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.
