Back to categories

Strategy & Research

Google

Brand and merchandise positioning study.

Role, Brand and audience researcher.

Context

Brand and merchandise positioning study for the Google merch catalogue.

Problem

The Google merch catalogue skewed heavily toward men, while audience data showed a much more balanced, and culturally engaged, readership. The store felt like swag, not brand.

Insight

Women in the audience weren't underserved by taste, they were underserved by the catalogue. The opportunity was to keep the existing core happy while building a credible women's line that read as Google, not generic apparel.

Idea

Maintain the core audience and revamp the women's line with a clear visual direction, modern fit, and merch that people would actually wear outside the campus.

01

Audience

Google Analytics overview: active users by country and city
Audience by gender vs Men's and Women's merch catalog imbalance

Execution

  • 01Analysed audience data by country, city, and gender
  • 02Audited the existing catalogue against audience composition
  • 03Built strategic recommendations and an old-vs-new direction
02

Recommendations

Strategic recommendations: maintain core audience and revamp women's clothing
Old merch vs new merch direction comparison

Results

  • Clear strategic direction for the women's line
  • Recommendations grounded in audience data

Next

Strategy & Research

Ericsson

Research supporting brand communication.