For a minor 'Fashion Marketing Innovation' me and my group members created an ethnographic marketing research & brand report. The aim of the report was to learn how to distinguish a neo-tribe from a market. Where the market refers to the product/market combination of a value proposition, the id-tribe refers to the symbolic part of it (a brand’s value).
For this report we chose to work with Lacoste and identified their issues, marketing and branding goals. Next to this, we defined their value proposition in terms of the market and consequently the neo-tribe we addressed in the advice. At last, we researched the neo-tribe extensively and as detailed as possible.
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(Amsterdam Fashion Institute Project Work)