Redefining retail as performance

A clothing retailer wanted to reconnect with its core customer and understand how to better serve them in a challenging environment for mall-based retailers.
In-home interviews were conducted in multiple markets. A wardrobe ethnography was conducted to understand the complex relationship between clothing, shopping, and wearing.
We discovered that many items are purchased and never worn, with performative shopping being an end to itself. Knowing this, we explored a variety of ways the brand could facilitate the performance what was less costly to the shopper, less wasteful to the environment, and more profitable for the company. These were developed and tested in a flagship retail location.

Helping a DTC brand move to mass retail

A DTC brand was preparing for rapid growth with the imminent adoption by mass retail channels. They wanted to understand the broader targets and build personas beyond the early adopter.
In-home ethnographies were conducted were he engaged in sand play, a technique developed by Jungian psychotherapy, to tap into unconscious needs and desires. Participants also journaled for a week, tracking exercise, diet, sleep, and emotional health.
A comprehensive and contextual ethnography was built of their distinct user segments. The common themes were used to distill a core value proposition and define an over-arching brand essence.