Маркетингові дослідження та стратегія бренду Mirage Style

Mirage Style’s goal has always been to create the best for its women, and to do so, the business must evolve, change, and respond to new trends and conditions.

It was to achieve this goal that Mirage Style turned to us: to create conditions for a new qualitative leap in business development, to strengthen the brand with a clear strategy, new positioning, and prospects for development.

The research department conducted comprehensive research on the women’s outerwear market, paying particular attention to the plus-size segment. The main conclusion is that there are no serious competitors in the large-size women’s outerwear segment. A strong brand could become a category brand in this niche.

The research also allowed us to clearly identify the core target audience of Mirage Style, with which we continued more in-depth work: we organized and conducted focus groups and in-depth interviews with representatives of our target audience. This allowed us to identify key insights and behavior patterns of our audience, as well as highlight the strengths and weaknesses in the current consumer perception of the brand.

Mirage Style is only outerwear, and only plus size!

Focus groups also allowed us to identify the most important values of our audience, which the updated Mirage Style brand should reflect: self-sufficiency, desirability, confidence, and self-love.

Armed with the results of market analysis and focus groups, we formulated and recorded an accurate portrait of a typical Mirage Style customer, with her insights, psychographics, and values.

Mirage Style customers are confident, accept themselves in their bodies and age, and have a positive attitude towards their bodies. They are confident in their necessity to the world. This makes them calm and satisfied.