The business challenge was to really bring to life Topman’s customers to put them at the heart of all decision-making. A tough challenge when your customers range from 16 year old school boys to 30-something professionals!

We started off with some quant, running a segmentation to identify the different types of customer that Topman has. Once we’d done this, we had to really get to know each of these segments. So, off we went to their houses to have a chat over a cup of tea followed by a good old rummage through their wardrobes.

We filmed each session to create a funky and engaging edit that told a vivid story about Topman’s different types of shopper.