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.