Challenge: The Bass brand was becoming outdated and less relevant to young buyers.

Objective: To explore opportunities to reposition and differentiate the brand from key competitors.

Solution: Plan-it conducted an exploratory study of small discussion groups among shoe buyers and individual interviews among retail buyers to gain an understanding of key target audiences’ mindsets and behavior with respect to casual footwear, as well as perceptions of Bass Shoes and key competitors in the marketplace.

Result: With this insight, Plan-it crafted a new positioning opportunity to evolve the Bass brand into a more stylish and current brand.