the client

Italian high level dress shirt manufacturer with a nationwide leadership position and among the best european player

the need

One of the group’s brand extended his product range getting in the menswear industry as a player in the men’s total look segment (knitwear, suits, suit jackets, etc.)
In the light of the above considerations, it became useful to study a new brand advertising strategy through a positioning analysis among the final consumers

details

Positioning analysis of a high level dress shirt brand in order to define a new communication strategy

We adopted a qualitative approach consisted of a large number of extended projective focus groups with the user and non-user target of dress shirt brand (in two locations).
This methodology allowed to check the features and specificities of high level dress shirt purchase and the motivation set that manages the choices.
Moreover we analysed the brand equity idetifying in detail the possible potential areas of new positioning as a brand of men’s total look segment.
The research results allowed

  • To determine the guide lines for the collection’s structure definition
  • To define the key messages for the communication (brief to agency)