ESP.SD001#1: Welcome to this slidecast by ESP. This particular dipstick is about GAP Jeans and its competitors.
Gap Jeans ESP
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 <ul><li>Conversations from Consumer Generated Media were analysed </li></ul><ul><li>Profiles were developed according to the female psyche when purchasing jeans (Bargain-hunter, Style diva, Comfort seeker etc.) </li></ul><ul><li>Consumers were segmented into the pre-defined profiles based on content of dialogue (key expectations analysed) </li></ul>Solution <ul><li>Analysis revealed that majority of the women were bargain hunters and price was the governing factor for purchasing jeans </li></ul><ul><li>Quality of jeans did not rank as one of the top needs for women across profiles </li></ul>Take Aways SAMPLE SILHOUTTE REPORT GAP > Women’s Apparel > Jeans ESP.SD001 SILHOUETTE
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
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