Carry out an independent audit on Esprit for a private equity investor to find out what people really think about the brand.
Rather than take the usual approach of qual/quan research we tracked the brand on social media with our data partners http://www.wavemetrix.com and spoke with shoppers and staff at fashion stores in London.
We discovered that Esprit is a very strong brand in Europe with a long tradition of creating safe but reliable fashion. Most customers in Europe are very loyal to the brand. However, as this group of faithful Esprit shoppers are getting older the brand is not engaging and connecting with a younger audience. In the UK Esprit has never matched the success it's had in Europe. The brand is slowly gaining ground in China and Asia with below average performance in the U.S.