Our programme had to deliver robust measures of brand health, telling insight on causal factors and clear direction on how to grow the brand relationship with customers. In addition, it was crucial that the recommendations resonated with Superdry’s senior stakeholders.
ABA created a bespoke approach, combining quantitative, qualitative and consulting methods - widening the competitive sample - to unpick scores. Insight was crystallised into a single ‘brand love’ metric, guiding opportunity-area identification.
Our programme has provided a sharp customer focus on Superdry’s brand strengths and weaknesses and priority growth areas. A deeper understanding of Superdry’s customers and the aspects of the brand they prize has helped Superdry to enhance ranges and performance.