Moreno

Strengths

Established heritage from clothiers
immersive shopping experience

Sophisticated brand voice

Weaknesses

Limited awareness

Higher price point

Dependence on physical location

Opportunities

Market gap in Athens for luxury clothing

Local partnerships

Expansion potential

Threats

Established competition in Athens

Economic sensitivity with clothing being made overseas in places like Italy

Consumers are struggling to know what Moreno is

Carolyn

41, Atlanta, Visits son at UGA

Jake

31, Lives in Athens, has to dress professionally for his job but enjoys more casual nights out with friends

Research had three components

Social media and competitive audit

conducted in person client surveys at the launch event

Digital survey

Key insights

Events drive awareness

Memorabilia increases recall

Consumers prioritize lifestyle before product.