Understanding the meaning of denim for VFC

  • Global apparel company VFC asked us to understand why a major segment of consumers in India loved denim over everything else

    Through a combination of Whatsapp engagements, at-home immersions, creative consumer workshops and semiotic analysis, we mapped the meanings, codes, vocabularies and jean typologies in contemporary Indian culture today. We created a Denim Handbook, and a Social Media Handbook for how new habits in denim are emerging and how preferences are being expressed on social media

    Our output helped VFC zoom in on their target group and the role jeans play in their lives and culture. Our strategic recommendations are directly informing the company’s portfolio strategy