An international footwear brand aims to gain a foundational understanding of the evolving values, behaviors, and purchase considerations within the local market. Additionally, they seek to evaluate the relevance and appeal of a global communication campaign designed to revitalize product usage. The insights gathered will guide the brand in strengthening its foothold in the local market and crafting a communication strategy that resonates with Filipino consumers.
A mixed-method approach was utilized to achieve the research objectives. Focus group discussions with women from diverse life stages were used to investigate footwear needs, brand perceptions, and gather feedback on campaign materials. Participants were provided with sample footwear to integrate into their daily outfits and share their thoughts on comfort and style. Their product trial review, along with photos of their outfits, deepened the understanding of user experience and provided insights for shaping brand campaigns.
Brand Assessment delved into consumer perceptions and attitudes to reveal insights into how the brand connects with its target audience and identifies opportunities for aligning brand values with consumer expectations and preferences.
Product Experience Evaluation provided detailed insights into how users integrated the footwear they received into their daily outfits, showcasing the product's versatility and offering ideas for marketing campaigns.
Advertising Concept Evaluation explored the clarity, relevance, appeal and impact of global advertising concepts to the Filipino market.
The pandemic shifted women's footwear choices towards increased comfort, with a lasting preference for sneakers, slip-ons, and cushioned sandals. Trends like athleisure and casual, relaxed styles have continued as versatile, easy-to-wear footwear remains popular.
Consumers expect brands to continually innovate their designs and provide versatile footwear that meets their diverse needs. A lack of innovation can diminish excitement around even well-known global brands, while competitors offering superior quality and a broader product range may attract loyal customers away.
While most people purchase footwear primarily when necessary, impulse buys can be driven by promotions, the introduction of unique styles and celebrity influence. To stimulate purchases, it is essential to consistently generate diverse style inspirations, especially on social media, and to leverage influencers to appeal to different consumer profiles.
The study highlights the importance of localizing global advertising campaigns to better connect with the local market. The use of unfamiliar phrases and figurative language must be limited to avoid misunderstanding and diminish the impact of the message. Filipinos prefer clear, straightforward messaging that communicates tangible benefits and creates a strong brand impression.
