Gandys
Scenario
Gandys, a travel-inspired outdoor clothing brand, were about to launch a new range. They needed a clearer picture of who their customers really were – both current and future – so they could focus their brand and marketing efforts where it mattered most.
Approach
I led qualitative and quantitative research to uncover what customers love about the brand, how they shop, and what stops them from buying. I created a segmentation model, sized each opportunity, and built customer personas. Then, I gave the team clear marketing principles and comms recommendations to help them connect with each group.
Results
The project gave Gandys clarity on who their customers are, how big the opportunity is, and which groups to focus on. It helped them decide where to invest time and energy, shaping everything from messaging to creative and marketing strategy for the new range.
