Atraer al segmento de jóvenes millennial se ha vuelto todo un reto para la mayoría de las marcas en los últimos años, especialmente para aquellas como Liverpool, que a pesar de (o quizá por) sus años de fortaleza en el mercado, no es la primera opción entre los jóvenes.
Liverpool and LEXIA tackled the strategic challenge of introducing a new section in the store, in line with the "Athleisure" fashion trend, which would attract the millennial youth segment, which today is moving away from the brand.
What method do we follow?
We conducted 8 sessions of Metaforama®, projective techniques that facilitate the expression of the unconscious and facilitate the communication of ideas and emotions, with young trend-setters between 20 and 35 years.
What insights do we discover?
- Athleisure is not an outfit, it is not just carefree and relaxed dress, nor is it just for a few. Athleisure is an opportunity for self-expression and manifestation, is to break with the formal without losing the style.
- To make a relevant offer in this trend is important to select brands (that are accessible to all types of millennial) and generate a strong identification with them.
What solutions do we co-create?
From a deep understanding of the segment, how this trend makes them feel and what they expect from the brand, we co-created with Liverpool the identity of a new space within the store. It was possible to define the name (URBAN ZONE), furniture, environment and strategic communication guides in store, which best connect with the target.
URBAN ZONE gives identity to all corners focused on the Liverpool Athleisure trend, since 2018.
It has achieved greater identification and closeness with the public of young people between 20 and 35 years of age and the results in sales have achieved that the new section is implemented in more and more warehouses nationwide.
With this new space, Liverpool generates a strong identification point with the millennial public, which will allow the brand to strengthen and reach new market segments more efficiently.