We began with a SWOT analysis, involving key stakeholders to assess all retail touchpoints—Full Price, Outlet, SIS, and E-Commerce. In Madrid, a “diversity task force” took part in a retail treasure hunt, immersing themselves in the brand. Using SWOT insights, feedback, and analytics, we tested new creative elements and POS concepts.

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Attendees provided instant feedback via an app, refining ideas around customer experience, sales, operations, and visual merchandising. Six months later, successful test launches across EMEA demonstrated the project’s impact.