Behind the lens at TRAN
The Taipei brand has a consistently neutral palette and gender-fluid cuts. Their designs are in-house labors. Their customer base is small but loyal.
So how to introduce a striking new color without losing loyalty?
Our research showed this segment of twenty-something digital natives was risk-averse despite a penchant for fashion.
Except when that risk was on trend.
Our research also showed hair color was having a moment. From local salons, to profile pics, to a pink-haired Asian model taking over Western runways — synthetic was in.
Combining these insights with a voyeuristic internet, we pinpointed a subtle strategy to pre-activate a blue as bright as screen glow and digital video.
Just a bottle of bleach and a tease to highlight the labor of production…
Behind the lens at TRAN
