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Insights & Positioning

Client: Educational Institution.

The Challenge: To identify the differences between Zara and H&M, both in positioning and in target customers.

Methodology: Ethnography within Social Media combined with linguistic and statistical software tools, in order to create a semiotic mapping of meaning.  


Understanding the culture in fashion and people's desires. Visual representation of the emergent fashion patterns.


(N)ethnography analyses people’s free-flowing speeches within Social Media. It provides insights related to symbols, deeper meanings, patterns of consumption, about the target groups of people.

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