Validated Good Man Brand's direction
Cashew's research highlighted the importance of providing premium, modern essentials where style meets purpose - a cornerstone of the brand.
How Cashew helped Good Man Brand define their competitive edge.
10+
Messaging pillars
4
Market segments
2
Priority segments
90%
Increase in confidence for paid targeting
Client Feature - Good Man Brand + Cashew Research
As a brand it was very important that we test our theories and our assumptions.
About the Company
Co-founded in 2016 by NFL quarterback Russell Wilson, Good Man Brand creates evolved essentials for the modern man. Their 5-star sneakers and bestselling apparel deliver timeless, sustainable style with a premium edge while giving back 3% to the Why Not You Foundation.
A Brief overview.
The Challenge
Deepening customer segment knowledge
Good Man Brand wanted a clear understanding of their current customer base by identifying key segments. This perspective would enable tailored messaging and product strategies that resonate with distinct groups of buyers, including potential new audiences.
Our Solution
Market segmentation study
Cashew conducted a market segmentation study to assess demographic, behavioral, and attitudinal data. The work identified distinct customer segments, highlighted key drivers of sales, and surfaced motivations that inform messaging, channel mix, and future product collections.
The results.
Reaffirmed focus on impact
Insights reinforced the vision behind the ongoing giveback partnership with the Why Not You Foundation and investments in more sustainable materials and supply chain decisions.
Enhanced team understanding
The research enabled the team to develop tailored messaging, refine channel strategies, and apply learnings to innovate future product collections.
The insights from this collaboration were truly a wow moment for our team.
Therese HayesCEO, Good Man Brand