Urban steam, A NEW TERRITORY TO EXPLORE
For the market entry of their new steamer, Calor solicited The Muzes for the market launch of this new product by understanding the desires of the targeted millennial group and how to best seduce them.
The first step was benchmarking to understand the needs of the urban millennials and analyse the codes of other actors in the fashion and textile industry. Speed, work, cities, creativity, adventure : all resonated in the hearts of every targeted millennial consumer. To hone in on the urban spirit, the creative concept surrounded freerun and dance where simple, fluid, precise gestures are highlighted. The aim was to match the aspirations and behaviour of the target with the benefits of the product.
This unexpected urban and lifestyle expression was successful in capturing and retaining the attention of the millenials. Such association between linen care products and millennials’ urban spirits also gives room for the brand to reposition itself, expand its consumer base, and develop modernized products.