GROWTH MARKET PLAYBOOK

Following a brief from a global value fashion retailer, we were asked to ground its growth strategy in a local market in real consumer evidence. This market was marked as the one with big growth opportunities, but many of the decisions shaping that growth were being made without a clear view of the local consumers, culture and competition. We designed a five-phase programme to build a local strategy and playbook. It sets out where the headroom for growth sits, who to prioritise, and how the proposition should show up across range, pricing, retail and communication to feel genuinely local.