The growth of contemporary brands is closely linked to the design of innovative strategic visions of their target audiences, beyond closed and exclusive profiles, which are not very generative.
The new brand cultures are capable of encompassing radically different types of targets. The key is to design and build a shared territory, relevant to all of them. This strategy creates the capacity to attract and integrate different identities, allowing companies to experience very significant growth. The key: a deep knowledge of the targets from a profoundly human perspective. A radical empathy.
Nícoli, a leading brand in a very specific segment of children’s fashion, is a paradigmatic example of growth based on its own formula for success, symbolized by its ability to connect mothers with teenagers, who operate as the brand’s great promoters, under a radical and unprecedented intergenerational coexistence. Two groups of targets that are antagonistic in principle, but that nevertheless live together in a brand that works with a focus on people, their emotions and needs, not on fashion and its often unproductive dictates in the prêt – à – porter.
