UNITING LITTLE CITIZENS THROUGH PURPOSE
ETIENNE FANG CONSULTING
MAKING THE UNFAMILIAR FAMILIAR Tea Collection, a David in the Goliaths in children’s apparel has built its success and loyal following by bringing global inspiration (India, Japan, Germany, Finland) through each season’s collection of colorful, bohemian styles for kids. But how does a medium-sized company with a big mission continue to grow? Tea sought a broader foundation of learning about its brand and core customers to inspire strategy for brand marketing and product development.
DEFINING BRAND “STICKINESS” As an independent consultant to Tea, I tackled the problem by using a combined approach of quantitative and qualitative consumer research to measure overall brand health and to identify and dimentionalize core segments to make opportunities actionable. Through the process, we uncovered the brand’s “stickiness” in order to leverage what customers love about the brand.
JOURNEYS NEAR THAT TAKE YOU FAR On our journey, we identified opportunities for Tea Collection to go bolder with their values as a purpose-driven company. We found that Tea has permission to expand their brand story as a “force for good” in a complex world. The inspiration that Tea gives its customers -- moms and their kids alike -- has the power to create empathy and connection with real people around the world. These insights have helped the team build stronger relationships with their retailers and strengthen product and brand storytelling.
(Photo: Tea Collection)