Brand performance evaluation is crucial for understanding a brand’s positioning and its impact on the market and consumers. It helps companies identify brand strengths as well as areas requiring improvement.
By measuring aspects such as awareness, perception, and consumer purchasing behaviors, brand performance evaluation enables the adjustment of marketing and communication tactics to better meet the needs of the target audience.
To evaluate brand performance in the sustainable fashion market, Humana commissioned MKOR to conduct a study exploring consumer perceptions and associations in Romania.
The Challenge: Understanding Brand Positioning in a Growing Ethical Market
Current consumption trends show a growing concern for ethical consumption, and Humana has sustainability initiatives it can build upon to align with these changes.
In this context, strengthening its positioning as a sustainable brand not only contributes to environmental protection but also consolidates its image as a responsible and modern brand.
Demographic and consumer behavior data obtained through this study can be used to personalize marketing campaigns, creating messages specific to target groups.
By segmenting the audience, Humana can create relevant campaigns for various groups, for example, promoting sustainability for young people and accessible offers for price-sensitive consumers. This type of approach increases message relevance and can boost brand engagement.
Thus, this study provided valuable market data that helps Humana People to People adjust its marketing strategies and improve brand performance in the second-hand fashion market.
The data obtained contributes to developing more effective communication campaigns, increasing brand awareness, and improving customer relationships, thereby solidifying its market position through increased sales.
Research Objectives: Mapping Consumer Perceptions and Brand Associations
The study conducted for Humana People to People aimed to evaluate brand performance within the context of the domestic second-hand fashion market. The goal was to gain a clear understanding of Humana’s market positioning, particularly regarding brand awareness, recent purchases, consumer behaviors, and brand perceptions.
The study’s objectives were:
Evaluation of Humana People to People brand performance:
- Local second-hand fashion market context
- Aided awareness
- Purchases made in the last 12 months
- Humana People to People brand associations
Methodology: A Quantitative Look at the Romanian Fashion Consumer
For this project, we conducted a quantitative study, using an online opinion survey applied to our proprietary panel as the data collection instrument.
- Target Market: Romania
- Target Audience: Nationally representative sample
- Research Type: Quantitative
- Research Instrument: Online Survey (CAWI)
Strategic Benefits of a Brand Performance Study in the Fashion Industry
Measuring brand performance through market research offers numerous benefits for companies, including:
- Understanding Consumer Perception: Market research studies help identify how consumers perceive the brand, including its level of awareness, brand associations, and public image. This allows for the adjustment of marketing messages and strategies to better meet the needs and expectations of the target audience.
- Identifying Strengths and Weaknesses: By measuring brand performance, companies can identify which aspects of the brand are appreciated by consumers and which require improvement, thereby allowing resources to be focused on areas that can yield the greatest impact.
- Optimizing Marketing Strategies: By analyzing data obtained from market research studies, companies can adjust their marketing and communication strategies to enhance campaign efficiency, thereby improving ROI (Return on Investment) and ensuring messages reach the correct audience.
About Humana: A Pioneer in the Circular Fashion Economy
Humana People to People is a global organization committed to promoting sustainable fashion and the circular economy through a network of social enterprises.
With a business model based on resource reuse, Humana collects, sorts, and resells quality clothing, thereby contributing to reducing environmental impact and offering accessible solutions for consumers.
Position Your Brand for Success. Partner with MKOR
Discover authentic customer insights and transform your brand with MKOR’s help! If you want to know what customers think about your brand and how you stand against the competition, MKOR is your ideal partner.
With 12 years of experience in the Romanian market, we are an agile, dynamic, and adaptable market research agency, tailored to your project’s requirements.
We help you gather essential information about your brand to better understand customer preferences and identify opportunities for improvement.
Our team of consultants will work closely with your company’s team to select the most suitable research methods, providing you with valuable and accurate results from the market you operate in.
We understand the importance of precise information and are here to provide you with up-to-date data about your consumers. Explore the Clients & Case Studies section to learn more about our portfolio and the expertise we bring to each project.
Agile Brand Tracking – Monitor Your Brand in Real-Time
Do you know how your brand is perceived in the market? Agile Brand Tracking by MKOR provides you with up-to-date data on your brand’s awareness, positioning, and perception, enabling you to make quick and informed decisions. With a flexible and efficient methodology, we constantly collect relevant consumer feedback, offering you valuable insights into the evolution of your brand and that of your competitors.
What are your advantages?
- Continuous monitoring: you have access to rapid data (even monthly) on the impact of your campaigns and market changes.
- Maximum adaptability: you choose the frequency and measurement indicators that matter for your brand (we even have a special offer with 4 research waves per year).
- Quick and informed decisions: you optimize your marketing strategy based on concrete data.
Discover how you can grow your brand with precise and actionable data! Contact us for a personalized solution!
