Refresh the brand for the new generation: 1 Week

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The Background

Wild Yonder is an iconic clothing brand, rich in history with a track record in quality. They are looking to gain awareness and consideration of the Gen Z younger consumer. Wild Yonder is under the impression that Gen Z does not care about quality and they are mostly into "fast fashion" brands where clothing is disposable. Gen Z does not care about quality in clothing, and that is why Wild Yonder believes Gen Z is not interested in their brand.

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Our Findings

The assumption that Gen Z does not care about quality was not found to be the case. The number one reason Gen Z is loyal to retailers is because of the quality of the products. Quality also ranks two to three times more important to Gen Z than price. 

 

The Challenge

It is not the quality issue for Gen Z, it is simply that Wild Yonder is not viewed as a relevent fashion brand. Wild Yonder is not even in the consideration set of Gen Z.  So, our new objective is to rebrand Wild Yonder as relevant to a rising fashion aesthetic and cultural point of view within Gen Z. 

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The Audience

Gen Z overall- Gen Z is a group of highly pragmatic thinkers that are the most progressive generation, ever. They are all about inclusivity and diversity. With their media consumption, they prefer raw, unfilteres, radical transparency. They seek to convey authenticity the most within their most used social media apps; Instagram, and Tik Tok. As a whole they won't be judged or defined by superficial traits. 

GenZ subculture- Normcore. These particular Gen Z-ers reject the idea of a manicured appearance, the “status-quo”, and gendered or labeled clothing. They don’t believe anyone should be judged, or defined, by their clothes. They focus on a simpler aesthetic that is relaxed and functional over fashionable. Their clothes aren’t Male or Female. They aren’t Gucci. They are just clothes.

 

Insight

Gen Z rejects the idea of being labeled in any sense, especially when it comes to clothing, however, they still use their clothing as a way to express this message of authenticity, practicality, and to say that they refuse to be labeled by the superficial. 

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Strategic Idea

Wild Yonder sells clothes, not an identity. 

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Reasons to believe

Wild Yonder has never been a "fashion brand". They have only ever focused on functional, quality clothing. Wild Yonder's existing merchandise can easily be rebranded in a way that appeals to Gen Z's Normcore subculture. Not only does this reach the younger generation, but it also appeals to the eco-conscious Gen Zers who don't want to give in to "fast fashion".