Brand stretching requires innovating with the right product at the right price at the right time.  The Virgin Group is one example. It  started out as a humble record label and now reaches for the stars – literally. This brand’sstretch success is due to a laser focus on its service and experience DNA to provide real value in everything from travel and money to fitness and finance – and knowing when to bow out, too.

Understand customer preferences and behaviours to create meaningful interactions  

The key is in sustaining demand and fostering loyalty by understanding customer preferences and behaviours to create meaningful interactions that drive repeat purchases. For example, a brand’s authentic and active commitment to sustainability is fundamental to resonating with Gen Z values.Another illustration is the purpose-driven partnership between sportwear giant Adidas and sustainable footwear brand Allbirds. These brands collaborated on Futurecraft Footprint sneakers, which boast a low carbon footprint, tapping into the cultural psyche of sustainable transformation. 

Finding new ways to be fashionable 

Fashion brands demonstrate that no matter the audience, being on trend at the right time can deliver stretch growth – especially during turbulent times. For example, activewear didn’t go away after the pandemic.  The category is ripe for continued innovation, such as mainstream brand collabs like Gucci x The North Face, which celebrated exploration and got people back to the shops during the pandemic with its pop-ups. And playful fashion brand Kate Spade launched a capsule collection inspired by Heinz Ketchup with sought-after handbags in the shape of a ketchup bottle and red-and-white accessories. 

Four secrets to stretching your brand with meticulous measurement  

What are the secrets to stretching your brand for growth?1. Leverage high-value diagnostic, predictive, and prescriptive insights to make informed decisions and create optimal pricing strategies. 

1. Quantify and accelerate demand for your product portfolio for laser-focused marketing strategies, optimal resource allocation, and effective demand generation. 

2. Diagnose and scenario-plan to quickly answer critical business questions so you can predict what could happen across stores, retailers, channels, consumer groups, and global markets in the moments when business decisions need to be made. 

3. Measure performance accurately with AI-driven analytics applied to granular data assets to get pricing, promotion, assortment, and forecasting insights, grounded in robust modelling techniques. 

AI-driven analytics as a foundation of success 

Broader access to AI-driven consumer insights and media analytics means decision-making power for everyone who needs it to align with opportunities. Customised forecasting to evaluate strategies and navigate market changes, assortment and media analytics that optimise product placement and marketing campaigns, and strategic planning – Circana’s comprehensive strategies ultimately drive growth and loyalty by delivering real-time analytics so you can measure and accelerate demand to stretch your brand to success. 

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