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      The overarching question we answer: What does it take for a brand to be both culturally relevant and commercially successful?

      BoF Insights is a data and advisory team that combines the analytical rigour of a strategy consultancy with the cultural intuition of a creative agency. Harnessing BoF's unique left-brain and right-brain perspective as well as its unrivalled industry understanding and access, we use data to answer a fundamental set of questions for leading fashion, luxury and beauty clients:

      Customer

      Who are our customers, and how are their preferences, behaviours, motivations and aesthetics evolving? How can we best serve them with our brand and product?

      Brand

      How do our customers perceive us? How aligned are customers with our brand? How can we increase the relevance and desirability of our brand relative to competitors?

      Culture

      What and who do our customers engage with online in real-time? How should we evolve our marketing to drive greater connection with our customers in the context of the culture at large?

      Creativity

      How do customers and experts view our visual identity? What are our brand's house codes and non-negotiables? Does our brand truly deliver a unique value proposition?

      Merchandising

      How should we evolve our collection architecture to be more customer-centric? What is the optimal merchandising strategy by category size, newness, and price?

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      Examples of our analysis