002 / Lifestyle
A personal style service for men and women that combines technology with style experience
Methods
Deliverables
Key Insight
“Fashion is what you do that represents you. It’s positive because you determine what’s a reflection of you. It isn’t pressure because I determine what fashion is to me.”
say “My personal style is something that builds my confidence”
Fashioning an effective consumer strategy that aligns the entire organization – from merchandising to styling to marketing
challenge
Turning data into action
Data can tell us a lot about customer behavior and purchasing patterns, but data without context can create confusion. An online retailer struggled to make sense of their consumer audiences and partnered with Egg to make the data human and actionable.
path forward
The power of personas
We designed a multi-pronged approach to understand the brand’s target consumers on a deeper level. By integrating learnings from a weeklong mobile ethnography and a quantitative study, we uncovered the driving perceptions, behaviors and interests of different groups of consumers. We then used in-home interviews and a professional videographer to bring color and richness to these illustrations, creating rich personas to share across the organization and with agency partners.
impact
A unified approach, powered by data in context
Armed with a nuanced understanding, the brand was able to create a more informed and targeted strategy to reach their consumers. The work shaped everything from merchandising and styling to communications and messaging to media targeting and so much more.