Client: H&M

Services: Data Digest, Netnography, Cultural Opinion Leaders Think Tank, Co-creation Workshop

The Brief

H&M partnered with Trybes to deeply understand its consumers in a context of rapidly changing culture and fierce competition in the category.

The Challenge

H&M was losing quotes in its main segments. The scenario was fierce competition in the brand category and a massive change of culture in the consumer segment. These factors made H&M less and less relevant and were threatening its future.

The Process

Data Digest

A global brand with thousands of different data streams can overlook some aspects of consumers and their journeys or the peculiarities of each market, so we started the process by digesting all the data of H&M that came from the consumer segment.

This process resulted in defining the main issues to address to win back consumers and engage new potential prospects.

Netnography

Once we translated the main business issues into topics of investigation, we observed the target segment in its tribes, topics, creators, communities and subcultures.

We employed competencies from Sociocultural Anthropology, Ethnography, Content Analysis and Data Science to deeply understand the intrinsic cultural values of the target segment.