A well-known luxury accessories brand asked for our support to understand how to increase engagement with its existing customer target (aged 36-45) and prospect target (aged 30-35). The goal was to identify which evolutionary trajectories could attract and engage younger customers, rebuild the brand equity and determine the keywords and narrative approaches to convey the brand values in a fresh and revitalised way. 

What reference models should be used? What copy or tone of voice can be used to tell experiences? Which  macro-trends and evolutionary paths are at play? What characteristics do aspirational and desirable brands have? What values and codes are being proposed by leading brands? 

We developed an interdisciplinary project flow that included a kick-off meeting and active, ongoing discussions with the company through various steps of sharing and continuous fine-tuning.

We implemented several cooperative phases of qualitative exploration and desk-based socio-semiotic analysis to verify and update the brand values and semiotic codes. Additionally, we employed innovative methodologies such as a What’s App Lab and Stories with both young and adult participants. 

A workshop was organised involving the company, researchers, Instagram influencers and end customers to identify the brand evolutionary positioning trajectories.

Finally, through an online survey, we selected and verified the most relevant, coherent and high-potential positioning strategies for the future of the brand. 

We found that when a brand seeks to refresh, it does not necessarily need to constantly assert its identity. Instead, it must be able to reinvent itself like a chameleon, maintaining its foundational value attributes while adapting its look to current times and new target audiences.