When a brand built for young women grew up to embrace older women too
Situation — A home-accessories brand, popular with young women, had grown to multiple stores across cities. It now wanted to reach an older audience and increase revenue per customer, and had already begun evolving its merchandise.
The challenge — Connecting with older women meant first knowing exactly who they were — and bringing them in without alienating a loyal existing base.
The strategy — A series of exercises to identify, characterise, personify and define the new customer, alongside a tone of voice that reflected the brand’s evolution and growth.