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Buffbunny
Strategic consumer research partnership to expand Buffbunny’s reach from Millennial loyalists to Gen Z fitness enthusiasts.
From Athleisure to Athletic Excellence: Repositioning Buffbunny.
Services
Qualitative Research, Brand Strategy, Audience Analysis, Marketing Strategy
Overview
Buffbunny Collection, seeking to expand its reach from its established Millennial female demographic to younger Gen Z weightlifting enthusiasts, partnered with Bigeye to transform its brand perception from athleisure to serious fitness wear.
Bigeye uncovered crucial insights about Gen Z female consumers’ values, needs, and purchase motivations through extensive focus group research with the target demographic. The resulting strategic deliverables included a revised brand messaging framework emphasizing inclusivity and performance, detailed social content recommendations, and recommended product line adjustments.
This holistic approach repositioned Buffbunny Collection to engage a new generation of fitness enthusiasts while maintaining their existing customer base, demonstrating the power of research-driven brand evolution.
Research-Driven Growth
When your nine-figure brand was built without outside investors, every strategic move must generate sustainable returns. We delivered generational intelligence that protects organic growth investments while unlocking expansion opportunities.
Our focus groups revealed Gen Z weightlifters prioritize performance over versatility, authenticity over trends, and community connection over product features alone—insights that repositioned the entire brand approach.
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Let’s create something
amazing together.