A global fashion brand operating in over 50 markets needed to optimize marketing investments globally and locally to maintain brand strength amidst constant change in consumer attitudes and behaviors. The retail-clothing company needed continuous understanding of trends for the category, their brands, and how marketing campaigns supported brand development.
- Industry: Retail
- Location: Global
- Solutions: Brand & Ad Tracking
- Company Size: Enterprise
Nepa established two critical instruments for brand strategy – a brand tracker that identifies trends in consumer awareness and perceptions of retail fashion brands; and a campaign tracking program that provides continuous and campaign specific measurement of how marketing activity supports brand development. The brand’s media investment data was incorporated to determine specific media allocation changes to achieve brand goals.
Rapid identification of threats from changing consumer sentiment or new brands in any of their 50 markets has allowed the brand to respond quickly with fact-based actions. Immediate feedback on campaigns allows the brand to make adjustments for maximum impact of its marketing and media investments. Nepa’s scalable global program provides headquarters with global and local performance, while also providing local markets with valuable, on-the-ground insight to run their business.