Recognizing that the Millennial generation is key to future growth, GAP wanted to better understand the Millennial generation globally. The insights and findings were needed in order create product, in-store design as well as develop marketing & PR strategies. It was important that their efforts be authentic to their brand while recognizing and leveraging local market traits.
Trendera conducted a quantitative segmentation study in four countries (US, Canada, UK and Japan) as well as in-person in-depth interviews with consumers in each market.
The output of the project indicated the strongest two segments for GAP to target, as well as a complete overview of all segments in each of the four markets. Trendera’s deliverable included a full day workshop, presentation with 360 marketing recommendations and video to better illuminate the consumer.