In recent years, SOREL has moved from being a winter boot manufacturer, to a fashion brand. To grow their share in this category, SOREL needed to win over fashion-forward young women, and in particular, the college set.
Between the targets busy schedule, multi-tasking across several screens and platforms, and her high expectations of brands, we had quite the challenge. And our budget was one-tenth that of our competitors.
We visited college campuses, researching influences where our consumer goes for styling inspiration, how she shops/engages with brands, and what determines her styling needs. Our research showed that (big surprise!) online and social are the biggest influencers on her choices, but it also gave us the names she most turns to for inspiration, like Rachel Zoe.