Consumer insights

Customer and consumer insights for a brand of women’s clothing


Quebec and Ontario


Despite its success and an increasing number of stores, a company of women’s clothing had a very limited knowledge of its customers and consumers. In order to strengthen their marketing plan, they needed to build a sociodemographic and behavioral profile of their customers to better understand their relationship with the brand.


Focus groups in Montreal and Toronto with customers, some of which included Brand lovers.


Identification of the brand’s customer profile

Clarification of the personality and identity of the brand, and its differentiators from competitors

Development of the value proposition and the brand strategic framework