We used music taste to define Esprit’s perfect buyer

Following a decade-long absence, Esprit reemerged in the US market. Our task? Unveiling the perfect brand personas. Instead of conventional segmentation, we wanted to reveal the true colors of our audience - for which we turned to music to reveal those more intimate truths.

We used music taste to define Esprit’s perfect buyer

We discovered that Gen Z see social media as junk food: fun but unhealthy

We revealed that people use ice cream for self-care rather than indulgence