The Brief

Renasci, an artisan footwear brand looking to break into the U.S. market. The objective was to thoroughly understand the competitive landscape, refine their messaging, and establish effective pricing strategies for both retail and wholesale.

The Process

1. Brand Review and Goal Setting:

• Initiated the project by reviewing Renasci’s existing brand collateral, including logos, vision, and color schemes, aligning these elements with their market entry goals.

• Discussed and defined specific objectives regarding the brand’s desired price points and market positioning.

2. Footwear Market Analysis:

• Conducted a comprehensive analysis of the U.S. footwear market to identify current trends, potential competitors, and market demands.

• Developed a detailed report that outlined Renasci’s strengths, weaknesses, opportunities, and competitive advantages within this new market.

3. Focus Group Implementation:

• Organized and facilitated a focus group with industry specialists to evaluate Renasci’s branding and logo, gathering insights on market resonance and areas of disconnect.

• Conducted a second focus group focused specifically on the design, make, and marketability of Renasci’s sandals, obtaining crucial feedback on product appeal and consumer expectations.

4. Strategic Feedback and Recommendations:

• Analyzed all collected data and feedback to formulate a solid messaging and pricing strategy for Renasci, suitable for both retail and wholesale channels.

• Provided strategic advice on go-to-market tactics, investment priorities, and necessary adjustments in product design and packaging to enhance overall market readiness.

The Results

The market research and focus group analysis yielded actionable insights that shaped Renasci’s approach to entering the U.S. market:

• Messaging and Pricing: Established clear and effective brand messaging and identified optimal price points that resonated with the target audience.

• Market Strategy: Outlined a comprehensive go-to-market strategy, advising on key investment areas, launch tactics, and product refinements.

• Packaging Feedback: Delivered constructive feedback on packaging design, ensuring it aligned with U.S. consumer expectations and market standards.