CLIENT COMPANY

Freddy, an Italian fashion company that manufactures and distributes women’s, men’s and children’s sportswear and shoes in Europe, contacted us to conduct a study of the Spanish market. Specifically, we were asked to help them understand how to improve sales of a specific pant within this market, thereby capturing all key aspects of it with exploratory market research, i.e., a Market X-Ray.

STARTING OBJECTIVES

Therefore, we placed several objectives at the basis of the market research conducted:

  • Understanding how to grow the “WR.UP” product in the Spanish market. In particular, identify possible ways to intercept the target audience in the right way.
  • Get to know the potential target audience better. Understand then, what they are looking for, what they are talking about, who are online people interested in push-up pants.
  • Identify appropriate channels and messages to reach them. Intercept where different targets are online, what they read, and what influencers they follow.
  • Understanding the competitive landscape online. Identifying which substitute product brands are able to capture customers’ interest and how to

MARKET RESEARCH AND INSIGHT

Through the 360-degree study using online Big Data, we were able to specifically understand the Spanish push-up pants market.

In fact, we studied the market from the perspective of sales and reviews on Amazon, capturing the most valued aspects of the product and identifying the best-selling products.

In addition, through listening to the network with social listening software, we were able to:

  • Intercept online conversations about topics of interest related to pants in Spain to understand how much and what people are talking about and who they are;
  • Identifying competitor brands. Specifically, we studied competitors’ offerings and understood how they move online, how they reach customers, and what channels they use
  • Identify how many potential Spanish customers interested in the topic are active on social media and their demographic characteristics,
  • Identify the channels through which the brand can reach more customers by identifying the most followed influencers for the topic and different blogs.

ACHIEVEMENTS

In conclusion: ghanks to the information obtained from the research conducted, we helped the company understand the characteristics of the Spanish market, capturing its key and most relevant aspects. Based on the findings, in fact, Freddy was able to set up new communication campaigns, specific to the identified target audience, thus expanding its customer base.