TAKING AN ARGENTINE FASHION BRAND INTERNATIONAL

Challenge

Understand dominant codes, local aspirations, perceptions and positioning of an international fashion brand in Bogotá to guide strategic actions for local growth.

Approach

We used cultural and semiotic Video Research to explore how aspirations are shaped locally, alongside accompanied store visits to assess the value proposition as a whole. We also surveyed the target audience online about the category and its brands, and interviewed specialist fashion journalists to add an informed perspective.

Outcome

A 360-degree diagnosis and actionable guidance across every dimension of the value proposition, designed to help the brand lead Colombia’s international fashion segment and strengthen its local cultural relevance.