SILHOUETTE DIPSTICK #001GAP JEANS

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Silhouetting women for GAP Jeans

To profile women with respect to their jeans purchasing behavior for GAP

Challenge

• Conversations from Consumer Generated Media were analysed • Profiles were developed according to the female psyche when purchasing

jeans (Bargain-hunter, Style diva, Comfort seeker etc.)• Consumers were segmented into the pre-defined profiles based on

content of dialogue (key expectations analysed)

Solution

• Analysis revealed that majority of the women were bargain hunters and price was the governing factor for purchasing jeans

• Quality of jeans did not rank as one of the top needs for women across profiles

Take Aways

SAMPLE SILHOUTTE REPORT

GAP > Women’s Apparel > Jeans

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SILHOUETTE

Extract themes from user generated content across customer touch points

Spark viral trends using web 2.0 concepts over the internet

Analyze drivers and patterns behind brand

perceptions

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Deliverable

eavesdrop report on named brands on a periodic basis

Deliverable

silhouette report on named brands on a periodic basis

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Strategy Consulting to leverage web 2.0 for your brand

SILHOUETTEEAVESDROPTM

PERSPECTIVE

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Fractal is a leading provider of customer intelligence to consumer-oriented businesses. Fractal's solutions help companies across the globe drive

competitive advantage through a deeper understanding of their customer base, and using this understanding to drive intelligent interaction with

customers.

United States+1 201 633 8728

Rest of the Globe+65 6443 1926

www.fractalanalytics.com

India+91 22 6704 2444

kal.eidoscope.com

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