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Gap Jeans ESP

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Information about Gap Jeans ESP

Published on March 20, 2009

Author: aprilsystems

Source: slideshare.net

Description

ESP presents a silhouette dipstick on GAP Jeans
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SILHOUETTE DIPSTICK #001 GAP JEANS ESP eavesdrop.silhouette.perspective ESP.SD001

Silhouetting women for GAP Jeans To profile women with respect to their jeans purchasing behavior for GAP Challenge Conversations from Consumer Generated Media were analysed Profiles were developed according to the female psyche when purchasing jeans (Bargain-hunter, Style diva, Comfort seeker etc.) Consumers were segmented into the pre-defined profiles based on content of dialogue (key expectations analysed) Solution Analysis revealed that majority of the women were bargain hunters and price was the governing factor for purchasing jeans Quality of jeans did not rank as one of the top needs for women across profiles Take Aways SAMPLE SILHOUTTE REPORT GAP > Women’s Apparel > Jeans ESP.SD001 SILHOUETTE

Conversations from Consumer Generated Media were analysed

Profiles were developed according to the female psyche when purchasing jeans (Bargain-hunter, Style diva, Comfort seeker etc.)

Consumers were segmented into the pre-defined profiles based on content of dialogue (key expectations analysed)

Analysis revealed that majority of the women were bargain hunters and price was the governing factor for purchasing jeans

Quality of jeans did not rank as one of the top needs for women across profiles

Extract themes from user generated content across customer touch points Spark viral trends using web 2.0 concepts over the internet Analyze drivers and patterns behind brand perceptions AT KALEIDOSCOPE, WE LEVERAGE SOCIAL MEDIA Page number 6 of 12 Deliverable eavesdrop report on named brands on a periodic basis Deliverable silhouette report on named brands on a periodic basis Deliverable Strategy Consulting to leverage web 2.0 for your brand ESP.SD001 DOMAIN UNDERSTANDING LEXICONS EARDRUM™ MASHUPS SILHOUETTE EAVESDROP TM PERSPECTIVE

Fractal is a leading provider of customer intelligence to consumer-oriented businesses. Fractal's solutions help companies across the globe drive competitive advantage through a deeper understanding of their customer base, and using this understanding to drive intelligent interaction with customers. United States +1 201 633 8728 Rest of the Globe +65 6443 1926 www.fractalanalytics.com India +91 22 6704 2444 kal.eidoscope.com Kaleidoscope SOCIAL MEDIA ESP ESP.SD001 TM ESP

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