When a luxury automaker’s CEO nonchalantly admitted he was fine with losing 85% of existing customers in pursuit of an edgy new image,false
Flying Blind - A Lack Of Data To Develop Strategies
An internationally known company, Champion had experienced long term success selling comfortable, durable sportswear. However many new brands had entered the market in recent years and whilst it was apparent they were losing ground, the reasons were unclear.
Champion Sought Out Brand Research Experts
We got to work investigating their assumptions by applying our brand research framework that analysed their core market metrics, as well as conducting a deep dive on the competitive landscape.
Key Findings

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When a luxury automaker’s CEO nonchalantly admitted he was fine with losing 85% of existing customers in pursuit of an edgy new image,