Identifying a Compelling Brand Value Proposition CHALLENGE Grana, a Hong Kong based e-commerce apparel startup created pop-up stores to deepen brand engagement, with the goal of expanding globally. Grana offers very high quality fabrics and styling at a surprisingly low price. The objective of research was to understand first person, the customer experience and evaluate/enhance branding & messaging to fully deliver on the value proposition. SachsAPPROACHFollowing secondary research of global boutique apparel brands and their retail environments, we conducted in-store intercept shop-alongs with Western, Mandarin and Cantonese audiences. Google Glass was used to get first person observations of the end-to-end store experience including merchandising and service design.This was followed by a

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